FROM PILOT TO GLOBAL OFFERING:
Scaling Across Markets and Platforms
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:
01
Global
Expand to 25+ U.S. cities and multiple U.K. locations
02
Responsive
Enable purchasing across responsive web touchpoints
03
Flexible
Support variety of experimentation w/ pickup models, offer types, etc
COMPANY
AmazonROLE
Sr. UX Designer
End-to-End UXTEAM
Sr. Program Manager
Technical Program Manager
9 Software EngineersSTAKEHOLDERS
Sr. Operations Manager
Sr. Sales Manager
Marketing ManagerTYPE
Global Expansion
eCommerce
Responsive WebImpact at a Glance
2x Purchase Conversion on Desktop
Platform expansion drove double the conversion rate vs. prior mobile-app-only flow.
31% Increase in Subscriber Opt-Ins
Multi-path sign-up strategy boosted subscriber acquisition for global expansion.
26% Increase in Successful Pickups
Improved logistics messaging and flow increased pick-up follow-through.
UX System Scaled Across 25+ U.S. Cities & 2 Countries
Modular design supported rapid expansion and localization with minimal tech lift.
GOAL ALIGNMENT
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.
BUSINESS OBJECTIVES
Fuel Growth
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
Design 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
Onboarding New Customers
CHALLENGE
Optimize onboarding to reduce drop-off for new users and grow the subscriber base for upcoming city launches
SOLUTION
Targeted Timing Logic
Reengineered onboarding to surface only on non-offer days, using idle moments to drive acquisition without interfering with active offers
01
Single-Screen Onboarding
Replaced a four-step sequence with a concise, high-impact screen to streamline user decision-making and reduce abandonment
02
KEY SOLUTION PART 2
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
01
Flexible
Supported product, event, and bundled offers while ensuring scalability
02
Low-Lift
Enabled faster testing and localization with no engineering dependency
03
KEY SOLUTION PART 3
Stop Selection
CHALLENGE
Adapt UX for different logistics models across cities.
SOLUTION
Designed stop selection flow to support:
01
Multiple trucks per city
Kiosk, Whole Foods, and parking-lot pickup formats
02
KEY SOLUTION PART 4
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
01
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
02
RESULTS
UX that Scaled with the Business
2x
purchase conversion on desktop
+31%
increase in subscriber opt-ins
+26%
increase in successful pickups
Scaled Across 25+ U.S. Cities & 2 Countries
Modular design supported rapid expansion and localized variations with minimal technical lift
Improved Purchase 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
Scaling with Intent: Strategic Learnings from a High-Growth Initiative
REFLECTIONS & TAKEAWAYS
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.
01
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.
02
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.
03
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.