amazon fresh

long before the pandemic (or amazon go), amazon was already thinking about touchless brick and mortar channels. they had a hunch that people might want to pick up their purchases, and they asked ideo to help them see if it was worth pursuing.

I led the team that designed this new retail experience from the ground up. Working closely with Amazon, our team of product designers, interaction designers, architects, and communication designers defined the value proposition, target customer, positioning, service name, visual identity system, environment, service experience, uniforms, packaging, and environmental signage. We built a 1:1 prototype in a warehouse, toured executives through it, and shortly after saw our work pilot in several Seattle locations. The concept lives on in the Amazon Fresh offering and Whole Foods.

TEam

Nicole Bernstein, Project Co-Lead
Joerg Student, Project Co-Lead
Bo Lu, Communication Design
Nastasha Tan, Interaction Design
Haemi Chang, Environments Design
Marta Harding, Communication Design