ADRI CHOI
FIRE TV & FIRE STICK PRODUCT LAUNCH
APRIL 2014
WHAT
Amazon Fire TV and Fire TV Stick are lines of digital media players that deliver digital audio and video content on-demand.
CONTRIBUTION
• Created style guide for external vendor
for merchandising placements and
creative standards.
• Create on-screen visual discovery for high-engagement consumer marketing channels.
• Developed adaptable UI interface that can accommodate multiple marketing contents, curated popular billboard list for new releases, and seasonal contents.
• Create scalable artwork for international expansion in Japan.
ROLE/SOFTWARE
VISUAL DESIGN
ADOBE PHOTOSHOP
ADOBE ILLUSTRATOR
RESULT
71%
INCREASE IN
MERCHANDISING CAMPAIGN ENGAGEMENT
(MARCH 2015)
$767K
INCREASE IN OPS
(VS. LAUNCH IN Q4
2014 OPS 0F $389K)
FIRE TV / FIRE TV STICK APPSTORE MERCHANDISING STYLEGUIDE
I invented and simplified by developing 3rd party artwork submission style guides
to alleviate churn and confusion. When required, I became a design liaison with
3P developers and redesigned their key art to meet Amazon's design bar.
APPSTORE MARKETING CONTENT CREATION FOR SCREEN PLACEMENTS
Became a Subject Matter Expert for delivering results on the Fire TV creative approval process, I took in the specs and policy of Amazon creative guidelines and took them into account when delivering designs. I delivered an 88% creative approval rate within 2 rounds (vs. typically between 4 to 6 rounds) of creative bar raising. My approval rate made Appstore the highest rating amongst the entire Amazon organization.
FIRE TV CATEGORY BILLBOARDS
Worked closely with cross-functional team such as UX designers and content managers to curate Popular list billboards for new releases and seasonal contents, customer category grid that can be easily scalable for international expansion, and cross-category email newsletters.
