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While Amazon currently has 29% market share of the ecommerce fashion market, only 6% of consumers think of Amazon as a go-to site for purchasing clothing.
— Tamison O’Connor, Business of Fashion (Oct. 27, 2017)

Amazon Fashion

Summary: As part of a graduate-level course at Carnegie Mellon’s Human-Computer Interaction Institute, I proposed a project to improve the customer experience when shopping on Amazon Fashion ( While Amazon is best in class in facilitating transactions when looking for something specific, it is not currently optimized for discoverability of new products that can surprise and delight the customer. To narrow the scope of this project, I focused on optimizing the UI/UX of the Amazon Men’s Dress Shoes shopping experience.

Role: Project Lead

Results: Developed a clickthrough prototype using Balsamiq and iterated based on user feedback and testing in order to improve the discoverability and searchability on Amazon Fashion. 

Skills: User Experience (UX), User Interface (UI), Human-Computer Interaction (HCI), Design Thinking, Contextual Inquiry, User Testing, Prototype Mockups (Balsamiq)