Background
Amazon Shipping is a B2B last-mile transportation solution that integrates Amazon’s delivery network with that of SMB and enterprise-level businesses. In Spring of 2025, we conducted a series of user tests on our marketing website to see where it was or was not meeting customer needs.
The problem
At the time of our study, the site was lacking in clarity, accessibility, and transparency. Alt text was missing, touch targets were small, photography was old, iconography was outdated, and the site was very small with just a few pages. Key information was either hidden behind a PDF download (like our pricing structure), on a page not linked in the primary navigation (like the Shipping mobile app landing page), or just missing altogether, so there wasn’t a lot of value users could get from visiting the site, so they had to rely on contacting our sales team.
The Goal
Leveraging insights from the user research, redesign the Amazon Shipping website in a way that connects customers to the information that matters most to them (pricing, value props, business solutions) in a transparent and accessible way that employs more themes from the new 2025 brand guidelines.
The Redesign
Project Overview
🙋🏻♀️
My role
- Desktop & mobile wireframes
- Desktop & mobile mockups
- Icon designs
- Image photoshops
- Hi-fidelity prototypes
- Developer handoff
- User acceptance testing (UAT)
🕚
Timing/efforts
- ~12 weeks
- 5 regions (US, UK, FR, IT, ES)
- 8 redesigned landing pages
- 8 new landing pages
🎨
Creative team
- Vanessa Martin - Web Art Director
- Gabriel Alvarado-Marin - Associate Creative Director
- Stephanie Tisza - Sr Copywriter
- Jason Pace - Associate Creative Director
- Jillian Kosic - Head of WW Brand & Creative
🖥️
Business partners
- Joe Marcus - Sr Manager Marketing Strategy
- Zane Lomas - Websites Marketing Manager
- Katie Welch
- Joey Liu - Sr Product Marketing Manager
- Sheilin Herrick - Sr Product Marketing Manager
- Josh Grissom - Associate Corporate Counsel (Legal)
Design foundations
Homepage
The homepage is the entry point for most users and the first page redesigned. We added a “Track your package module” to give this high-traffic feature more visibility and place it in prime real estate.We’ve also made the “Why ship with us” section on the Home topic links that allow users to get more details about the value prop topics essential to consideration.
About Us (new)
I designed a new page- “About Us”- that allows users to learn more about Amazon Shipping as a brand and what we stand for, as well as link to the other Amazon Transportation solutions like Amazon Freight or Amazon Air Cargo.
Hover over the mockup and scroll to see more of the design.
Shipping rates (new)
In the spirit of being more transparent and helpful to the customer with this redesign, I designed a Shipping Rates page that provides table views of how we calculate shipping costs. Prior to this, users were simply instructed to “download our service guide”, thus hiding our pricing structure behind a PDF download.
Hover over the mockup and scroll to see more of the design.
Events (new)
I designed a new Events page for users to learns about where to find Amazon Shipping at upcoming events. The page features filter controls and event listings, including the name, description, location, date, and registration link for each event.
Hover over the mockup and scroll to see more of the design.
“Features” (new)
As part of the project, I designed 4 new landing pages under a “Features” primary nav dropdown: Speed and Coverage, Dangerous Goods, Visibility and Tracking, and Amazon Shipping App.
Features > Speed and Coverage
The new Speed and Coverage page offers information on Amazon Shipping’s coverage area, including pickup area and delivery area. It covers transit times, days of operation, and links to the new Rates page.
Hover over the mockup and scroll to see more of the design.
Features > Dangerous Goods
The Dangerous Goods page explains which products are considered dangerous and require special handling during shipping as well as how to ship these products with Amazon Shipping.
I also designed the dangerous goods icons for this page.
Hover over the mockup and scroll to see more of the design.
Features > Visibility and Tracking
The new Visibility and Tracking page covers tracking tools offered to customers like SMS & email tracking, photo on delivery, branded tracking pages & emails, and GPS location pins for packages.
Hover over the mockup and scroll to see more of the design.
Features > Amazon Shipping App
The Amazon Shipping App page is newly designed to showcase our connected mobile app, where users can stay on top of where their packages are, reach instant support, oversee shipments, and manage pickups.
Users can scan the QR code or press the directly links to the app store
Hover over the mockup and scroll to see more of the design.
“Business size” (new)
Since Amazon Shipping serves a wide range of business sizes, instead of one “Ground Shipping” landing page, we created a primary nav “Business size” dropdown that splits between “Small and medium” and “Enterprise” pages, so customers of different business sizes are able to see how Amazon Shipping best caters to their specific needs. Enterprise-level customers get dedicated Account Managers, while SMB customers self-serve in the Seller Central portal.
Business size > SMB
SMB customers self-serve in the Seller Central portal, but get the same access to Amazon DSP delivery vans with 2-5 day ground shipping, photo on delivery, and all the other benefits that come with Amazon Shipping.
Hover over the mockup and scroll to see more of the design.
Business size > Enterprise
Enterprise customers get dedicated Account Managers, who can better serve enterprise-level customers by connecting them with box trucks for large loads.
Hover over the mockup and scroll to see more of the design.
“Integrations”
We split the “Ecommerce integrations” page into 2 separate pages linked under “Integrations”.
Integrations > Direct APIs
This page talks about Amazon Shipping’s own API solutions and how to connect, separating our solution from third-party integrators.
Hover over the mockup and scroll to see more of the design.
Integrations > Ecommerce integrations
This page covers third-party ecommerce integrations with Amazon Shipping as well as how to connect them in your Amazon Shipping account.
Hover over the mockup and scroll to see more of the design.
“FAQ”
“Get started”
My updates to the Get Started page include redesigning the UX of the form fields, using the field label as the placeholder text until the field is active, which then moves the label to the top of the field. This optimization keeps form fields usable while preserving screen real estate.
“Insights & news”
User acceptance testing (UAT)
Since building these new designs meant our CMS partner would have to custom build a lot of components, I needed to ensure these modules were built with usability and accessibility in mind.
I created an extensive UAT checklist to audit all new components, modules, and full landing pages against usability and WCAG-AA standards.
Testing areas:
- Core site functionality
- Cross-browser support
- Responsive viewport support
- Content & UI consistency
- Performance & speed testing
- Interactive elements & state changes
- Touch & mobile interactions
- Long text handling
- Accessibility
- Touch target sizing
- Color contrast for text & UI elements
- Keyboard navigation
- Screen reader support
- Form labels
On my “issue tracker” page of the doc, we could document all of the issues we found during UAT as well as document the expected behavior vs actual behavior with steps to reproduce, screenshots, notes, and anything else that could help the development team fix the issue.
Results
We launched the US site in August 2025. Within the first week, we saw a conversion rate of 11.3 on our new SMB page and a 4.3 conversion rate on our new Enterprise page.
This page will be updated again when more metrics are available.
Back to home
Background
Amazon Shipping is a B2B last-mile transportation solution that integrates Amazon’s delivery network with that of SMB and enterprise-level businesses. In Spring of 2025, we conducted a series of user tests on our marketing website to see where it was or was not meeting customer needs.
The problem
At the time of our study, the site was lacking in clarity, accessibility, and transparency. Alt text was missing, touch targets were small, photography was old, iconography was outdated, and the site was very small with just a few pages. Key information was either hidden behind a PDF download (like our pricing structure), on a page not linked in the primary navigation (like the Shipping mobile app landing page), or just missing altogether, so there wasn’t a lot of value users could get from visiting the site, so they had to rely on contacting our sales team.
The Goal
Leveraging insights from the user research, redesign the Amazon Shipping website in a way that connects customers to the information that matters most to them (pricing, value props, business solutions) in a transparent and accessible way that employs more themes from the new 2025 brand guidelines.
The Redesign
Project Overview
🙋🏻♀️
My role
- Desktop & mobile wireframes
- Desktop & mobile mockups
- Icon designs
- Image photoshops
- Hi-fidelity prototypes
- Developer handoff
- User acceptance testing (UAT)
🕚
Timing/efforts
- ~12 weeks
- 5 regions (US, UK, FR, IT, ES)
- 8 redesigned landing pages
- 8 new landing pages
🎨
Creative team
- Vanessa Martin - Web Art Director
- Gabriel Alvarado-Marin - Associate Creative Director
- Stephanie Tisza - Sr Copywriter
- Jason Pace - Associate Creative Director
- Jillian Kosic - Head of WW Brand & Creative
🖥️
Business partners
- Joe Marcus - Sr Manager Marketing Strategy
- Zane Lomas - Websites Marketing Manager
- Katie Welch
- Joey Liu - Sr Product Marketing Manager
- Sheilin Herrick - Sr Product Marketing Manager
- Josh Grissom - Associate Corporate Counsel (Legal)
Design foundations
Homepage
The homepage is the entry point for most users and the first page redesigned. We added a “Track your package module” to give this high-traffic feature more visibility and place it in prime real estate.We’ve also made the “Why ship with us” section on the Home topic links that allow users to get more details about the value prop topics essential to consideration.
About Us (new)
I designed a new page- “About Us”- that allows users to learn more about Amazon Shipping as a brand and what we stand for, as well as link to the other Amazon Transportation solutions like Amazon Freight or Amazon Air Cargo.
Hover over the mockup and scroll to see more of the design.
Shipping rates (new)
In the spirit of being more transparent and helpful to the customer with this redesign, I designed a Shipping Rates page that provides table views of how we calculate shipping costs. Prior to this, users were simply instructed to “download our service guide”, thus hiding our pricing structure behind a PDF download.
Hover over the mockup and scroll to see more of the design.
Events (new)
I designed a new Events page for users to learns about where to find Amazon Shipping at upcoming events. The page features filter controls and event listings, including the name, description, location, date, and registration link for each event.
Hover over the mockup and scroll to see more of the design.
“Features” (new)
As part of the project, I designed 4 new landing pages under a “Features” primary nav dropdown: Speed and Coverage, Dangerous Goods, Visibility and Tracking, and Amazon Shipping App.
Features > Speed and Coverage
The new Speed and Coverage page offers information on Amazon Shipping’s coverage area, including pickup area and delivery area. It covers transit times, days of operation, and links to the new Rates page.
Hover over the mockup and scroll to see more of the design.
Features > Dangerous Goods
The Dangerous Goods page explains which products are considered dangerous and require special handling during shipping as well as how to ship these products with Amazon Shipping.
I also designed the dangerous goods icons for this page.
Hover over the mockup and scroll to see more of the design.
Features > Visibility and Tracking
The new Visibility and Tracking page covers tracking tools offered to customers like SMS & email tracking, photo on delivery, branded tracking pages & emails, and GPS location pins for packages.
Hover over the mockup and scroll to see more of the design.
Features > Amazon Shipping App
The Amazon Shipping App page is newly designed to showcase our connected mobile app, where users can stay on top of where their packages are, reach instant support, oversee shipments, and manage pickups.
Users can scan the QR code or press the directly links to the app store
Hover over the mockup and scroll to see more of the design.
“Business size” (new)
Since Amazon Shipping serves a wide range of business sizes, instead of one “Ground Shipping” landing page, we created a primary nav “Business size” dropdown that splits between “Small and medium” and “Enterprise” pages, so customers of different business sizes are able to see how Amazon Shipping best caters to their specific needs. Enterprise-level customers get dedicated Account Managers, while SMB customers self-serve in the Seller Central portal.
Business size > SMB
SMB customers self-serve in the Seller Central portal, but get the same access to Amazon DSP delivery vans with 2-5 day ground shipping, photo on delivery, and all the other benefits that come with Amazon Shipping.
Hover over the mockup and scroll to see more of the design.
Business size > Enterprise
Enterprise customers get dedicated Account Managers, who can better serve enterprise-level customers by connecting them with box trucks for large loads.
Hover over the mockup and scroll to see more of the design.
“Integrations”
We split the “Ecommerce integrations” page into 2 separate pages linked under “Integrations”.
Integrations > Direct APIs
This page talks about Amazon Shipping’s own API solutions and how to connect, separating our solution from third-party integrators.
Hover over the mockup and scroll to see more of the design.
Integrations > Ecommerce integrations
This page covers third-party ecommerce integrations with Amazon Shipping as well as how to connect them in your Amazon Shipping account.
Hover over the mockup and scroll to see more of the design.
“FAQ”
“Get started”
My updates to the Get Started page include redesigning the UX of the form fields, using the field label as the placeholder text until the field is active, which then moves the label to the top of the field. This optimization keeps form fields usable while preserving screen real estate.
“Insights & news”
User acceptance testing (UAT)
Since building these new designs meant our CMS partner would have to custom build a lot of components, I needed to ensure these modules were built with usability and accessibility in mind.
I created an extensive UAT checklist to audit all new components, modules, and full landing pages against usability and WCAG-AA standards.
Testing areas:
- Core site functionality
- Cross-browser support
- Responsive viewport support
- Content & UI consistency
- Performance & speed testing
- Interactive elements & state changes
- Touch & mobile interactions
- Long text handling
- Accessibility
- Touch target sizing
- Color contrast for text & UI elements
- Keyboard navigation
- Screen reader support
- Form labels
On my “issue tracker” page of the doc, we could document all of the issues we found during UAT as well as document the expected behavior vs actual behavior with steps to reproduce, screenshots, notes, and anything else that could help the development team fix the issue.
Results
We launched the US site in August 2025. Within the first week, we saw a conversion rate of 11.3 on our new SMB page and a 4.3 conversion rate on our new Enterprise page.
This page will be updated again when more metrics are available.
Back to home
Background
Amazon Shipping is a B2B last-mile transportation solution that integrates Amazon’s delivery network with that of SMB and enterprise-level businesses. In Spring of 2025, we conducted a series of user tests on our marketing website to see where it was or was not meeting customer needs.
The problem
At the time of our study, the site was lacking in clarity, accessibility, and transparency. Alt text was missing, touch targets were small, photography was old, iconography was outdated, and the site was very small with just a few pages. Key information was either hidden behind a PDF download (like our pricing structure), on a page not linked in the primary navigation (like the Shipping mobile app landing page), or just missing altogether, so there wasn’t a lot of value users could get from visiting the site, so they had to rely on contacting our sales team.
The Goal
Leveraging insights from the user research, redesign the Amazon Shipping website in a way that connects customers to the information that matters most to them (pricing, value props, business solutions) in a transparent and accessible way that employs more themes from the new 2025 brand guidelines.
The Redesign
Project Overview
🙋🏻♀️
My role
- Desktop & mobile wireframes
- Desktop & mobile mockups
- Icon designs
- Image photoshops
- Hi-fidelity prototypes
- Developer handoff
- User acceptance testing (UAT)
🕚
Timing/efforts
- ~12 weeks
- 5 regions (US, UK, FR, IT, ES)
- 8 redesigned landing pages
- 8 new landing pages
🎨
Creative team
- Vanessa Martin - Web Art Director
- Gabriel Alvarado-Marin - Associate Creative Director
- Stephanie Tisza - Sr Copywriter
- Jason Pace - Associate Creative Director
- Jillian Kosic - Head of WW Brand & Creative
🖥️
Business partners
- Joe Marcus - Sr Manager Marketing Strategy
- Zane Lomas - Websites Marketing Manager
- Katie Welch
- Joey Liu - Sr Product Marketing Manager
- Sheilin Herrick - Sr Product Marketing Manager
- Josh Grissom - Associate Corporate Counsel (Legal)
Design foundations
Homepage
The homepage is the entry point for most users and the first page redesigned. We added a “Track your package module” to give this high-traffic feature more visibility and place it in prime real estate.We’ve also made the “Why ship with us” section on the Home topic links that allow users to get more details about the value prop topics essential to consideration.
Hover over the mockup and scroll to see more of the design.
About Us (new)
I designed a new page- “About Us”- that allows users to learn more about Amazon Shipping as a brand and what we stand for, as well as link to the other Amazon Transportation solutions like Amazon Freight or Amazon Air Cargo.
Shipping rates (new)
In the spirit of being more transparent and helpful to the customer with this redesign, I designed a Shipping Rates page that provides table views of how we calculate shipping costs. Prior to this, users were simply instructed to “download our service guide”, thus hiding our pricing structure behind a PDF download.
Hover over the mockup and scroll to see more of the design.
Hover over the mockup and scroll to see more of the design.
Events (new)
I designed a new Events page for users to learns about where to find Amazon Shipping at upcoming events. The page features filter controls and event listings, including the name, description, location, date, and registration link for each event.
“Features” (new)
As part of the project, I designed 4 new landing pages under a “Features” primary nav dropdown: Speed and Coverage, Dangerous Goods, Visibility and Tracking, and Amazon Shipping App.
Hover over the mockup and scroll to see more of the design.
Features > Speed and Coverage
The new Speed and Coverage page offers information on Amazon Shipping’s coverage area, including pickup area and delivery area. It covers transit times, days of operation, and links to the new Rates page.
Features > Dangerous Goods
The Dangerous Goods page explains which products are considered dangerous and require special handling during shipping as well as how to ship these products with Amazon Shipping.
I also designed the dangerous goods icons for this page.
Hover over the mockup and scroll to see more of the design.
Hover over the mockup and scroll to see more of the design.
Features > Visibility and Tracking
The new Visibility and Tracking page covers tracking tools offered to customers like SMS & email tracking, photo on delivery, branded tracking pages & emails, and GPS location pins for packages.
Features > Amazon Shipping App
The Amazon Shipping App page is newly designed to showcase our connected mobile app, where users can stay on top of where their packages are, reach instant support, oversee shipments, and manage pickups.
Users can scan the QR code or press the directly links to the app store
Hover over the mockup and scroll to see more of the design.
“Business size” (new)
Since Amazon Shipping serves a wide range of business sizes, instead of one “Ground Shipping” landing page, we created a primary nav “Business size” dropdown that splits between “Small and medium” and “Enterprise” pages, so customers of different business sizes are able to see how Amazon Shipping best caters to their specific needs. Enterprise-level customers get dedicated Account Managers, while SMB customers self-serve in the Seller Central portal.
Business size > SMB
SMB customers self-serve in the Seller Central portal, but get the same access to Amazon DSP delivery vans with 2-5 day ground shipping, photo on delivery, and all the other benefits that come with Amazon Shipping.
Hover over the mockup and scroll to see more of the design.
Hover over the mockup and scroll to see more of the design.
Business size > Enterprise
Enterprise customers get dedicated Account Managers, who can better serve enterprise-level customers by connecting them with box trucks for large loads.
“Integrations”
We split the “Ecommerce integrations” page into 2 separate pages linked under “Integrations”.
Integrations > Direct APIs
This page talks about Amazon Shipping’s own API solutions and how to connect, separating our solution from third-party integrators.
Hover over the mockup and scroll to see more of the design.
Hover over the mockup and scroll to see more of the design.
Integrations > Ecommerce integrations
This page covers third-party ecommerce integrations with Amazon Shipping as well as how to connect them in your Amazon Shipping account.
“FAQ”
“Get started”
My updates to the Get Started page include redesigning the UX of the form fields, using the field label as the placeholder text until the field is active, which then moves the label to the top of the field. This optimization keeps form fields usable while preserving screen real estate.
“Insights & news”
User acceptance testing (UAT)
Since building these new designs meant our CMS partner would have to custom build a lot of components, I needed to ensure these modules were built with usability and accessibility in mind.
I created an extensive UAT checklist to audit all new components, modules, and full landing pages against usability and WCAG-AA standards.
Testing areas:
- Core site functionality
- Cross-browser support
- Responsive viewport support
- Content & UI consistency
- Performance & speed testing
- Interactive elements & state changes
- Touch & mobile interactions
- Long text handling
- Accessibility
- Touch target sizing
- Color contrast for text & UI elements
- Keyboard navigation
- Screen reader support
- Form labels
On my “issue tracker” page of the doc, we could document all of the issues we found during UAT as well as document the expected behavior vs actual behavior with steps to reproduce, screenshots, notes, and anything else that could help the development team fix the issue.
Results
We launched the US site in August 2025. Within the first week, we saw a conversion rate of 11.3 on our new SMB page and a 4.3 conversion rate on our new Enterprise page.
This page will be updated again when more metrics are available.
Back to home