CASE STUDY / AMAZON
Amazon Freight
A new direction for Amazon Freight, from navigation to visual design.
Company: Amazon
Role: Associate Creative Director
Disciplines: Creative Direction, UX Strategy, Information Architecture
Amazon Freight provides transportation services to businesses shipping goods across the United States. Following the migration of its website to a new content management platform, we had an opportunity to address longstanding design inconsistencies and rethink how customers interacted with the site.
Working closely with an Art Director who owned the hands-on design, I led the creative direction for a comprehensive redesign focused on improving usability, strengthening the visual experience, and making Freight's services and resources easier to access.
The redesign received approval at multiple levels but was ultimately put on hold before implementation.
01
Rethinking the Freight experience
The existing Freight website had previously evolved through patchwork updates, resulting in inconsistent layouts, typography, and visual hierarchy, and although we had addressed some of these issues during the platform migration, the underlying design lacked cohesion.
I led an initial website audit, competitive analysis, and whiteboarding sessions with one of the art directors on my team to establish a new direction. Our goal was to create a more consistent, engaging experience while addressing practical usability issues throughout the site.
The redesign introduced a stronger visual hierarchy and language, more deliberate use of typography and imagery, and opportunities for interaction. These included a video hero and an interactive coverage map that would replace static, downloadable PDFs with a more intuitive way to explore Freight's service areas.
Throughout the process, I provided creative direction and substantial UX input, reviewing iterations and working with the Art Director to refine the experience.
01
Rethinking the Freight experience
The existing Freight website had previously evolved through patchwork updates, resulting in inconsistent layouts, typography, and visual hierarchy, and although we had addressed some of these issues during the platform migration, the underlying design lacked cohesion.
I led an initial website audit, competitive analysis, and whiteboarding sessions with one of the art directors on my team to establish a new direction. Our goal was to create a more consistent, engaging experience while addressing practical usability issues throughout the site.
The redesign introduced a stronger visual hierarchy and language, more deliberate use of typography and imagery, and opportunities for interaction. These included a video hero and an interactive coverage map that would replace static, downloadable PDFs with a more intuitive way to explore Freight's service areas.
Throughout the process, I provided creative direction and substantial UX input, reviewing iterations and working with the Art Director to refine the experience.
01
Rethinking the Freight experience
The existing Freight website had previously evolved through patchwork updates, resulting in inconsistent layouts, typography, and visual hierarchy, and although we had addressed some of these issues during the platform migration, the underlying design lacked cohesion.
I led an initial website audit, competitive analysis, and whiteboarding sessions with one of the art directors on my team to establish a new direction. Our goal was to create a more consistent, engaging experience while addressing practical usability issues throughout the site.
The redesign introduced a stronger visual hierarchy and language, more deliberate use of typography and imagery, and opportunities for interaction. These included a video hero and an interactive coverage map that would replace static, downloadable PDFs with a more intuitive way to explore Freight's service areas.
Throughout the process, I provided creative direction and substantial UX input, reviewing iterations and working with the Art Director to refine the experience.
02
Building a better Resource Hub
One of the most significant improvements was a complete rethinking of the site's content resources. Previously, reports and events lived on separate pages, making it difficult to explore the full range of available information.
Working from a request by our marketing partner, we developed a centralized Resource Hub that brought articles, case studies, reports, events, and other content into a single, organized experience.
Rather than relying on a long list of resources, we designed multiple ways for visitors to discover content. A featured area highlighted selected material, while Trending Topics offered quick access to curated subjects. Sorting controls and content-type filters allowed visitors to narrow results based on their interests.
We also retained dedicated sections for individual content categories, each featuring recent material and linking to a complete listing. Combined with subnavigation, this gave visitors several ways to reach the same content without requiring them to scroll through the entire page.
The design also considered the needs of content managers, allowing featured topics to be updated and providing a flexible structure for future content.
The Resource Hub was particularly well received during stakeholder reviews. The marketing partner who requested it noted that he had been advocating for a similar experience for years.
02
Building a better Resource Hub
One of the most significant improvements was a complete rethinking of the site's content resources. Previously, reports and events lived on separate pages, making it difficult to explore the full range of available information.
Working from a request by our marketing partner, we developed a centralized Resource Hub that brought articles, case studies, reports, events, and other content into a single, organized experience.
Rather than relying on a long list of resources, we designed multiple ways for visitors to discover content. A featured area highlighted selected material, while Trending Topics offered quick access to curated subjects. Sorting controls and content-type filters allowed visitors to narrow results based on their interests.
We also retained dedicated sections for individual content categories, each featuring recent material and linking to a complete listing. Combined with subnavigation, this gave visitors several ways to reach the same content without requiring them to scroll through the entire page.
The design also considered the needs of content managers, allowing featured topics to be updated and providing a flexible structure for future content.
The Resource Hub was particularly well received during stakeholder reviews. The marketing partner who requested it noted that he had been advocating for a similar experience for years.
03
Improving the customer journey
Beyond the Resource Hub, we examined how visitors explored Freight's services and moved toward becoming customers.
One important improvement was the Ship with Us experience. Rather than sending every visitor through the same process, we designed a selection screen that directed customers based on their business needs. Smaller shippers could proceed directly to requesting a quote, while enterprise customers were connected with the sales team for more specialized assistance.
We also explored ways to make the website more useful and engaging without introducing unnecessary complexity. An interactive coverage map would allow visitors to explore service areas through location-based interactions, while video and subtle microinteractions would bring more visual interest to the experience.
These decisions were guided by a consistent goal: make information easier to find, help customers take the appropriate next step, and create a more intuitive experience across the website.
The completed designs went through several rounds of review and refinement before receiving final creative approval.
03
Improving the customer journey
Beyond the Resource Hub, we examined how visitors explored Freight's services and moved toward becoming customers.
One important improvement was the Ship with Us experience. Rather than sending every visitor through the same process, we designed a selection screen that directed customers based on their business needs. Smaller shippers could proceed directly to requesting a quote, while enterprise customers were connected with the sales team for more specialized assistance.
We also explored ways to make the website more useful and engaging without introducing unnecessary complexity. An interactive coverage map would allow visitors to explore service areas through location-based interactions, while video and subtle microinteractions would bring more visual interest to the experience.
These decisions were guided by a consistent goal: make information easier to find, help customers take the appropriate next step, and create a more intuitive experience across the website.
The completed designs went through several rounds of review and refinement before receiving final creative approval.
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