SUMMARY
Amazon Fuse enables global mobile carriers to bundle and offer Amazon subscription services (such as Prime and Prime Video) directly to their customers. Designing for Fuse requires balancing Amazon’s strict core brand standards with the varied technical and visual ecosystems of international telecommunication partners. This case study details the end-to-end customer journey—from the partner-side marketing landing page to successful Prime Video app download and onboarding.
PROJECT GOAL
(1) Frictionless Conversion: Optimize the cross-platform registration funnel to ensure a seamless, high-converting signup experience across diverse network environments.
(2) Global Compliance & Clarity: Empower international customers to immediately understand their bundled benefits while strictly adhering to localized legal, privacy, and regulatory requirements.
ROLE
Senior UX Designer (International UX Strategy, Cross-Platform Product Design, Partner Relations)
RESPONSIBILITIES
- Cross-Organizational Collaboration: Partnered closely with Amazon Go-To-Market (GTM) teams to architect co-branded design frameworks that respected both Amazon guidelines and carrier partner visual identities.
- Global Localization & Scalability: Managed the end-to-end localization strategy utilizing internal string management frameworks, ensuring UI copy was optimized for cultural context, character expansion, and readability across multiple languages.
- UX Strategy & System Design: Developed scalable wireframes and cross-platform design explorations to accommodate variable partner authentication methods.
- Regulatory Compliance: Led design reviews with executive stakeholders and international legal teams to seamlessly integrate mandatory regulatory disclosures without compromising funnel conversion.
- High-Fidelity Delivery: Authored production-ready specs for native iOS and Android experiences, ensuring pixel-perfect execution across varied device tiers.
- Global Launch Deployment: Commanded live "war room" launch testing alongside Amazon engineering and external carrier client teams to troubleshoot edge cases and ensure flawless international deployments.
