My Role: Art Director
Project Goal: Explore new ways to browse for denim on Amazon.com.
Project Description
The customer reaction to Amazon’s Denim Shop was very positive. Despite our small budget and simple props, we were able to show that the editorial improvements made a difference. Sales increased steadily and enabled us to secure additional funding for the overall category. I was able to hire a dedicated team, build on what we learned, and continue to improve the Amazon Clothing experience. This approach was soon reflected on the Amazon.uk site and was eventually rolled out to all other international sites.
We also addressed fundamental content issues, based on customer feedback, such as changing “Apparel” to “Clothing & Accessories” since Apparel is an industry term and not a word customers looked for when purchasing clothing. This category quickly became Amazon’s fastest-growing product category and was predicted to exceed sales in Books, Music, and Video.
“In the time I have known Skot, he has confidently led and inspired a team of designers both in the US and UK, with the responsibility for worldwide design concepts. He is always a pleasure to work with, is able to understand the varied angles that the business is concerned about and behaves in an authoritative but approachable manner. Skot is a problem-solver, able to offer suggestions and solutions. He constantly drives best-practice having been an instrumental part in creating and enforcing guidelines across the Amazon sites, working with numerous teams. He offers his team support and guidance which has earned him a great deal of respect.”
~ Sarah Giles, UK Brand and Site Manager at Amazon.co.uk