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FROM PILOT TO PLATFORM:

Scaling the UX Across Markets and Modalities

Evolving a Local Pilot into a Cross-Platform, Multi-Market Program

Treasure Truck started as a quirky, localized program in Seattle that surprised customers with curated, same-day deals for in-person pickup. After its early success, our next challenge was to transform Treasure Truck into a scalable driver of customer engagement and business growth.

I led the end-to-end UX strategy and execution to ensure our UX could scale across markets, platforms, and evolving business needs.

  • Global | Expand to 25+ U.S. cities and multiple U.K. locations

  • Responsive | Enable purchases across mobile web, tablet, and desktop

  • Flexible | Support operational experimentation in pickup models, offer types, free events, etc

Company
Amazon

Role
Sr. UX Designer

Team
Sr. Program Manager
Technical Program Manager
9 Software Engineers

Stakeholders
Sr. Operations Manager
Sr. Sales
Manager
Marketing Manager

Type
Global Expansion
eCommerce
Responsive Web

Impact at a Glance

→ 2x Conversion on Desktop
New purchasing experience drove double the conversion rate vs. prior redirect-to-mobile-app flow.

→ 31% Increase in Subscriber Opt-Ins
Multi-path sign-up strategy boosted subscriber opt-ins and facilitated success of global expansion.

→ 26% Reduction in Missed Pickups
Improved logistics messaging and stop selection flow increased pick-up follow-through.

→ UX System Scaled Across 25+ U.S. Cities & 2 Countries
Modular design supported rapid expansion and localized variations with minimal technical lift.

Designing for Global and
Platform Expansion

To guide design strategy and cross-functional alignment, I collaborated closely with business, operations, and marketing partners to clarify our success criteria. These objectives shaped both our product roadmap and the UX system I built to support it.

Fueling Growth Across Markets, Platforms,
and Models

BUSINESS OBJECTIVES

  • Subscriber Growth

    Establish high-performing sign-up flows to build anticipation and activate audiences in new cities.

  • Global Expansion

    Launch Treasure Truck in 25+ U.S. cities and select U.K. markets.

  • Platform Reach

    Expand beyond the mobile app to include mobile web, tablet, and desktop purchasing.

  • Refine Offerings

    Test and define the ideal mix of products, logistics models, and event formats to optimize value and increase engagement.

UX OBJECTIVES

Designing for Scale, Flexibility,
and Delight

  • Enable Multi-Path Subscriber Sign-Up

    Strategically place low-friction sign-up prompts throughout the experience to boost opt-ins across platforms and city types.

  • Contextualize Location Selection

    Make choosing a pickup location intuitive, accurate, and fast. This was especially critical for limited-time offers and maintaining customer trust.

  • Extend Design System Responsively

    Evolve mobile-native components into a unified system that performs gracefully across breakpoints and devices.

  • Broaden the Modular UX System

    Design flexible, reusable UX components that support rapid experimentation with minimal technical overhead.

KEY SOLUTION PART 1

Scalable Product Detail Page Framework

Challenge:
Streamline UX for rapid business experimentation while ensuring low technical lift.

Solution:

  • Modular | Created modular, card-based product detail page templates using Amazon’s UI system for all platforms

  • Flexible | Supported product, event, and bundled offers while ensuring scalability

  • Low-Lift | Enabled faster testing and localization with no engineering dependency

KEY SOLUTION PART 2

Flexible Stop Selection Experience

Challenge: Adapt UX for different logistics models across cities.

Solution: Designed stop selection flow to support:

  • Multiple trucks per city

  • Two-day offer variations

  • Kiosk, Whole Foods, and parking-lot pickup formats

KEY SOLUTION PART 3

Post-Purchase Page Adjustments

Challenge: Scale the post-purchase experience to responsive web while addressing key friction points uncovered during the mobile app launch.

Solution:

  • Reduce No-Shows | Introduced a cancellation CTA, helping users to release inventory in high-demand situations to improve availability and reduce operational waste

  • Reinforce Pickup Expectations | Leveraged consistent, instructional messaging across card headings, copy, visual cues, and “Learn More” links to help users understand what to expect and how to complete their pickup successfully

  • Implement Lightweight Enhancements with Low Technical Overhead | Built on the mobile app UX with targeted improvements that added clarity through lightweight text modules that kept engineering complexity low

KEY SOLUTION PART 4

Treasure Truck Onboarding Page

Challenge: Create a lightweight onboarding flow for responsive web that converts users into subscribers when no offers are live.

Solution:

  • Designed Context-Aware, Single-Page Onboarding Flow | Created a lightweight onboarding experience that only appears when no offer is live, maximizing downtime to drive engagement

  • Prioritized SMS Opt-In Conversion | Centered the experience around text message sign-ups to build a subscriber base ahead of offer days

  • Emphasized Treasure Truck Value Proposition | Showcased the benefits of Treasure Truck, including exclusivity, surprise, and discounted price to build anticipation and curiosity

RESULTS

UX that Scaled with the Business

  • Scaled Across 25+ U.S. Cities & 2 Countries

    Modular design supported rapid expansion and localized variations with minimal technical lift

  • Improved Funnel Conversion

    Recovered key drop-offs between offer views, stop selection, and checkout progression to improve purchase conversion

  • Operational Flexibility

    Enabled 5+ offer formats and multiple pickup models with one scalable UX system

REFLECTIONS & TAKEAWAYS

Scaling with Intent:
Strategic Learnings from a
High-Growth Initiative

This project pushed me to operate with strategic adaptability at every turn. As the sole lead designer, I was not only executing UX but actively scaling a fast-moving program in real time. I had to balance shifting logistics, high-stakes stakeholder input, and the constraints of legacy Amazon.com retail systems.

What emerged was a framework that proved UX could be both resilient and nimble:

  • Modular systems are foundational to scaling with speed and clarity. The product detail page and stop selection frameworks enabled experimentation and operational variation without sacrificing cohesion or customer trust.

  • Targeted UX experiments unlock big impact. Small, intentional shifts in messaging, flow, and layout helped guide high-level product decisions across regions and offer types.

  • Cross-functional alignment is a strategic advantage. Navigating ambiguity required more than smart design. It demanded tight prioritization, shared frameworks, and ongoing collaboration across PM, Ops, Engineering, and Marketing.

One of the most rewarding aspects of this work was leading through ambiguity. I built frameworks that flexed with the business while remaining grounded in customer needs. It sharpened my ability to design systems that evolve, scale, and drive impact, even in the face of uncertainty. Most importantly, it reinforced the value of thoughtful UX as a catalyst for business growth.

More Work

Treasure Truck
Mobile App Relaunch

This global expansion was made possible by the foundation we built during the initial mobile app relaunch. That earlier work helped define our approach to cross-platform engagement, operational flexibility, and building customer trust.