My Role: Design Manager
Project Goal: Elevate the clothing and accessories experience on Amazon.com and make it a legitimate and respected fashion destination.
Project Description
As shown above, the fashion experience on Amazon changed dramatically with a move to an editorial approach. Our goal to improve the way people perceive and experience fashion on Amazon.com, and Art Director Jan Dikker's desire to build fashion legitimacy to the category, resonated with customers as browsing and sales continue to increase.
In the course of the first year alone, there was more than a 200% increase in page views, a 30% increase in click through rates. All of the changes made to this category, including voice, content and the elevated look and feel, contributed to substantial and impressive growth with increases exceeding 200% YOY in some areas.
“Skottie was the reason I believed it was possible to do the impossible at Amazon - To create a true clothing shopping destination out of a clunky, dated, not terribly aesthetic, number one leading e-commerce monster. I was impressed by how long he had been at Amazon and how he was able to pretty single handedly pave the way for what Amazon is today. Skottie was able to manage an unreal amount of individuals and teams crossing different disciplines, and did so in a very personal and personable manner. He had a way of empowering the wildcards while working the internal corporate politics on the back end, and all done in a positive, supportive, collective manner. In addition to being a terrific manager, Skottie is a skilled designer who is able to, when ever needed, just step in and get done whatever task at hand is needed.”
~ Jan-Willem Dikkers, Creative Director, Amazon