Product Selector
Product Selector
Bridging the gap between managed service and self-service by designing a customizable product quiz widget for top brands on Amazon.
Bridging the gap between managed service and self-service by designing a customizable product quiz widget for top brands on Amazon.
Role
Role
Interactive Designer
Interactive Designer
Timeline
Timeline
18 months (Closed Beta | Launch | Feature Update)
18 months (Closed Beta | Launch | Feature Update)
Platform
Platform
Amazon Brand Stores (Desktop/Mobile)
Amazon Brand Stores (Desktop/Mobile)
Overview
Overview
The Challenge
The Challenge
Amazon's Brand Innovation Lab offered premium, white-glove Product Selector experiences for top brands—but the capability gap between managed service and self-service was limiting scale and accessibility.
Amazon's Brand Innovation Lab offered premium, white-glove Product Selector experiences for top brands—but the capability gap between managed service and self-service was limiting scale and accessibility.
The Goal
Design a self-service UI that empowers advertisers to create customizable, on-brand product quizzes while maintaining the quality standards of BIL's premium offerings.
Design a self-service UI that empowers advertisers to create customizable, on-brand product quizzes while maintaining the quality standards of BIL's premium offerings.
MY ROLE
MY ROLE
Managed Service Design
Managed Service Design
User Facing Design Self-Service
User Facing Design Self-Service
I owned the Managed Service Semi-Custom experience, building templated yet customizable product selectors for clients. These learnings directly informed the self-service UI design.
I owned the Managed Service Semi-Custom experience, building templated yet customizable product selectors for clients. These learnings directly informed the self-service UI design.
🎨
UI Design
Designed the front-facing customer experience and advertiser authoring interface.
Designed the front-facing customer experience and advertiser authoring interface.
📊
Research Translation
Translated UX research findings into actionable design decisions.
Translated UX research findings into actionable design decisions.
🔄
Cross-Learning
Applied managed service insights to inform self-service feature prioritization.
Applied managed service insights to inform self-service feature prioritization.
Managed Service Example: Quiz designed for our client L'Oreal Lancome.
research
research
User Testing Insights
User Testing Insights
Conducted quantitative research with 120 Amazon customers to understand behavior when recommended products are out of stock.
Conducted quantitative research with 120 Amazon customers to understand behavior when recommended products are out of stock.
58.7%
58.7%
found high value in personalized recommendations
found high value in personalized recommendations
44%
seek alternatives
seek alternatives
37.5%
want popular items
want popular items
18%
would wait for restock
would wait for restock
Key Insight
Customers value personalized recommendations even when products are unavailable; recommending against hiding the widget entirely.
Key Insight
Customers value personalized recommendations even when products are unavailable; recommending against hiding the widget entirely.
Recommendation #1
Recommendation #1
Display OOS products as "currently unavailable" with a "See details" button +
optional secondary store page link.
Display OOS products as "currently unavailable" with a "See details" button +
optional secondary store page link.
Recommendation #2
Recommendation #2
Show available ASINs from the Product Selector as alternative results when recommendations are out of stock.
Show available ASINs from the Product Selector as alternative results when recommendations are out of stock.
SOLUTION
SOLUTION
Design Enhancements
Design Enhancements
Shipped 20+ P1/P2 features to close the capability gap
between managed service and self-service.
Shipped 20+ P1/P2 features to close the capability gap between managed service and self-service.
P1
Image-based answers
Image-based answers
Allow adding images to answer choices for richer brand expression.
Allow adding images to answer choices for richer brand expression.
P2
Horizontal CX layout
Horizontal CX layout
Reduced vertical space consumption based on store placement data.
Reduced vertical space consumption based on store placement data.
P2
Cover/intro slide
Cover/intro slide
Added branded introduction before quiz questions begin.
Added branded introduction before quiz questions begin.
P2
Expanded question structure
Expanded question structure
Up to 4 questions with 6 answers each (from 3 questions, 4 answers).
Up to 4 questions with 6 answers each (from 3 questions, 4 answers).
impact
impact
Results
Results
Results are under NDA and available upon request.
Results are under NDA and available upon request.
live examples
live examples
REFLECTION
REFLECTION
Key Learnings
Key Learnings
01
Managed service as a design lab
Managed service as a design lab
Owning the semi-custom experience provided invaluable insights into brand needs that directly shaped self-service features.
Owning the semi-custom experience provided invaluable insights into brand needs that directly shaped self-service features.
02
Data-driven prioritization
Data-driven prioritization
User research with 120 participants validated design decisions and prevented assumptions about OOS handling.
User research with 120 participants validated design decisions and prevented assumptions about OOS handling.
03
Balancing flexibility with quality
Balancing flexibility with quality
Expanding customization options while maintaining guardrails to prevent lowquality implementations.
Expanding customization options while maintaining guardrails to prevent lowquality implementations.
REFLECTION
REFLECTION
Future
Opportunities
Future
Opportunities
01
01
AI powered automatic product population, imagery generation and copy suggestions
AI powered automatic product population, imagery generation and copy suggestions
02
02
AI Image Studio allowing brands to edit and customize imagery for quiz
AI Image Studio allowing brands to edit and customize imagery for quiz
03
03
Additional customization (HEX selector with integrated contrast checking and custom fonts)
Additional customization (HEX selector with integrated contrast checking and custom fonts)
Previous project [Coming soon]
Previous project [Coming soon]
Next project
Next project
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer