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 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.
Amazon
Creative Direction · Visual Design · UX Design · Information Architecture
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.
Collaborating with an Art Director, marketer, copywriter, and user 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.
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.
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.
As Associate Creative Director, I later 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 clearer mobile navigation, 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.