CASE STUDY / AMAZON
Amazon Delivery Service Partner website
Transforming an underperforming recruitment website into a destination for delivery driver opportunities.
Company: Amazon
Role: Web Designer / UX / IA / Creative Direction
Disciplines: Web design, UX, Graphic Design, Design System
Amazon's Delivery Service Partner (DSP) program gives entrepreneurs the opportunity to start and operate their own delivery businesses, working with Amazon to deliver packages to customers.
I initially joined Amazon as a contract visual design lead to redesign the US DSP website. The goal was to increase conversions while giving prospective business owners the information they needed to decide whether the program was right for them.
01
The Challenge
My initial site audit uncovered a confusing user journey, misleading calls to action, and important information that was difficult to find. Usability research confirmed these problems, revealing circular navigation paths, insufficient financial transparency, and confusion during the application process.
Although 75% of site traffic came from mobile, research revealed that prospective DSP owners often returned on desktop to investigate the opportunity more thoroughly. This provided important context for design decisions, reinforcing the need to support both mobile discovery and deeper desktop engagement.
01
The Challenge
My initial site audit uncovered a confusing user journey, misleading calls to action, and important information that was difficult to find. Usability research confirmed these problems, revealing circular navigation paths, insufficient financial transparency, and confusion during the application process.
Although 75% of site traffic came from mobile, research revealed that prospective DSP owners often returned on desktop to investigate the opportunity more thoroughly. This provided important context for design decisions, reinforcing the need to support both mobile discovery and deeper desktop engagement.
01
The Challenge
My initial site audit uncovered a confusing user journey, misleading calls to action, and important information that was difficult to find. Usability research confirmed these problems, revealing circular navigation paths, insufficient financial transparency, and confusion during the application process.
Although 75% of site traffic came from mobile, research revealed that prospective DSP owners often returned on desktop to investigate the opportunity more thoroughly. This provided important context for design decisions, reinforcing the need to support both mobile discovery and deeper desktop engagement.
02
The Redesign
Collaborating with an Art Director, marketer, copywriter, and UX researcher, I led the redesign from discovery and information architecture through visual design, prototyping, and launch.
We reorganized the content to make financial information and application requirements easier to find, clarified navigation and calls to action, and addressed confusion in the sign-up process.
A bolder, more contemporary visual language, supported by custom photography, video, and illustrations, helped communicate the realities of running a DSP business while creating a more engaging experience across desktop and mobile.
The redesigned experience aimed to build excitement without sacrificing clarity, helping visitors make informed decisions about applying.
02
The Redesign
Collaborating with an Art Director, marketer, copywriter, and UX researcher, I led the redesign from discovery and information architecture through visual design, prototyping, and launch.
We reorganized the content to make financial information and application requirements easier to find, clarified navigation and calls to action, and addressed confusion in the sign-up process.
A bolder, more contemporary visual language, supported by custom photography, video, and illustrations, helped communicate the realities of running a DSP business while creating a more engaging experience across desktop and mobile.
The redesigned experience aimed to build excitement without sacrificing clarity, helping visitors make informed decisions about applying.
02
The Redesign
Collaborating with an Art Director, marketer, copywriter, and UX researcher, I led the redesign from discovery and information architecture through visual design, prototyping, and launch.
We reorganized the content to make financial information and application requirements easier to find, clarified navigation and calls to action, and addressed confusion in the sign-up process.
A bolder, more contemporary visual language, supported by custom photography, video, and illustrations, helped communicate the realities of running a DSP business while creating a more engaging experience across desktop and mobile.
The redesigned experience aimed to build excitement without sacrificing clarity, helping visitors make informed decisions about applying.
03
Impact
65% improvement in conversion rate
Following the US website redesign, Apply Now and Request Info conversion increased from 3.7% to 6.1%.
The redesigned US website subsequently served as the foundation for expansion into 23 international markets.
03
Impact
65% improvement in conversion rate
Following the US website redesign, Apply Now and Request Info conversion increased from 3.7% to 6.1%.
The redesigned US website subsequently served as the foundation for expansion into 23 international markets.
03
Impact
65% improvement in conversion rate
Following the US website redesign, Apply Now and Request Info conversion increased from 3.7% to 6.1%.
The redesigned US website subsequently served as the foundation for expansion into 23 international markets.
04
Evolution
I became Associate Creative Director and led two Art Directors in preparing the DSP websites for migration from Amazon's internal proprietary CMS to Webflow Enterprise.
Building on the existing design, we incorporated improvements informed by additional user testing, including a reorganized nav bar that moved the dashboard link and language selector to a utility nav, earlier access to location availability, and more prominent day-in-the-life content.
I established the project goals and guided the team through regular reviews, with one Art Director owning the global template library and the other developing the Figma design system. Working collaboratively, they created an integrated solution with reusable components and variants that exceeded the original scope.
The resulting design foundation is intended to support a consistent, maintainable experience across all 23 markets, with the global rollout scheduled for completion in Q1 2027.
04
Evolution
I became Associate Creative Director and led two Art Directors in preparing the DSP websites for migration from Amazon's internal proprietary CMS to Webflow Enterprise.
Building on the existing design, we incorporated improvements informed by additional user testing, including a reorganized nav bar that moved the dashboard link and language selector to a utility nav, earlier access to location availability, and more prominent day-in-the-life content.
I established the project goals and guided the team through regular reviews, with one Art Director owning the global template library and the other developing the Figma design system. Working collaboratively, they created an integrated solution with reusable components and variants that exceeded the original scope.
The resulting design foundation is intended to support a consistent, maintainable experience across all 23 markets, with the global rollout scheduled for completion in Q1 2027.
04
Evolution
I became Associate Creative Director and led two Art Directors in preparing the DSP websites for migration from Amazon's internal proprietary CMS to Webflow Enterprise.
Building on the existing design, we incorporated improvements informed by additional user testing, including a reorganized nav bar that moved the dashboard link and language selector to a utility nav, earlier access to location availability, and more prominent day-in-the-life content.
I established the project goals and guided the team through regular reviews, with one Art Director owning the global template library and the other developing the Figma design system. Working collaboratively, they created an integrated solution with reusable components and variants that exceeded the original scope.
The resulting design foundation is intended to support a consistent, maintainable experience across all 23 markets, with the global rollout scheduled for completion in Q1 2027.
Mekanismo
© 2026 Gabriel Alvarado-Marín