About the project

Important note: This initiative was impacted by Amazon layoffs in April 2023, effectively shuttering the Game Growth Retail division. Still, I've included concepts, workflows, and other visuals to highlight the intended direction of my contributions.

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In February 2023, Game Growth Retail (GGR) was approached by Amazon Games to provide a retail solution for upcoming digital and physical product bundle promotions.

At the time of the request, GGR digital video game content was searchable and available for purchase on Amazon.com. It consisted of custom detail pages, a custom purchasing experience, and a fulfillment system enabling direct-to-account linking – all maintained by the GGR team.

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GGR Search Results

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GGR Detail Page

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GGR Digital Delivery Prompt

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Account Linking Approval

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GGR Turbo Checkout w/ Digital Delivery (direct-to-account fulfillment)

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However, enabling physical add-ons to digital purchases was not a capability within GGR, so we got to work.

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Mapping the workflow

We partnered with the Amazon.com bundle team for the backend tech needed to enable digital and physical bundling. They had existing constraints we would need to decide if we wanted to work within or create our own custom experiences.

I designed the purchase flow to help our team and stakeholders assess.

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Discovery & Consideration

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Purchase & Fulfillment

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We aligned on owning as much of the shopping experience within Amazon.com as possible, but recognized this would increase scope and timeline.

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Design begins

I started by identifying areas within Amazon.com we could leverage for discovery. I used a hypothetical bundle configuration for Blue Protocol in-game content paired with limited edition Blue Protocol crocs.

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Discovery

Gateway hero

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Flyout

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Homepage cards

There are additional ingresses to bundles including deals, video game landing page, and Amazon Games store.

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Search

Bundled items generally rank low in Amazon.com search results unless a very specific search is performed. The primary way customers might be made aware of a game bundle opportunity is through an upsell – both within search results and detail pages.

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Pack with bundle upsell

Detail Pages

All roads lead to the detail page. This experience is Game Growth's core differentiator, and is owned by my amazing design counterpart.

She had spent the majority of 2022 re-designing an already re-designed detail page using GGR's own Gotham Design System. It is beautiful, and I hope we'll experience it soon.

As I had a blueprint to work from, I begun exploring ways to include bundle upsells on non-bundle detail pages in addition to exploring how the buy box functionality may shift to accommodate digital / physical items and variations.

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Important: This is where my journey with Amazon ended. I was impacted by mass layoffs in April 2023.

Still, here are my early layout explorations.

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Detail Page Layout w/ Buy Box

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Bundle Upsell Section