AMAZON ADS · BRAND INNOVATION LAB
AMAZON ADS · BRAND INNOVATION LAB
Tide Trade-Up
Tide Trade-Up
Tide Trade-Up
Designing a dual-audience commerce experience that converts competitor customers and moves Tide loyalists up the product ladder through AI-generated visuals and intuitive value ladder navigation.
Designing a dual-audience commerce experience that converts competitor customers and moves Tide loyalists up the product ladder through AI-generated visuals and intuitive value ladder navigation.
Role
Role
Interactive Designer
Interactive Designer
Timeline
Timeline
7 months (Dec 2025–Jun 2026)
7 months (Dec 2025–Jun 2026)
Platform
Platform
Amazon Store, Sponsored Brands Video, Display
Amazon Store, Sponsored Brands Video, Display
Overview
Overview
The Challenge
The Challenge
The Challenge
Tide dominates laundry care but faces pressure in the liquid detergent segment (65% of all laundry loads). The brand needed to defend market share by converting competitor customers and increase customer lifetime value by moving users up the product ladder (Liquid → Base Pods → Power Pods → Tide Evo).
The Goal
Create a commerce experience that addresses both acquisition and retention, with clear value justification for premium price points.
Tide dominates laundry care but faces pressure in the liquid detergent segment (65% of all laundry loads). The brand needed to defend market share by converting competitor customers and increase customer lifetime value by moving users up the product ladder (Liquid → Base Pods → Power Pods → Tide Evo).
The Goal
Create a commerce experience that addresses both acquisition and retention, with clear value justification for premium price points.
MY ROLE
MY ROLE
Trade-Up Experience Design Lead
Trade-Up Experience Design Lead
Trade-Up Experience Design Lead
I owned the end-to-end experience design across multiple formats, creating a cohesive system that visualizes product progression and leverages AI-generated content for premium storytelling.
I owned the end-to-end experience design across multiple formats, creating a cohesive system that visualizes product progression and leverages AI-generated content for premium storytelling.
I owned the end-to-end experience design across multiple formats, creating a cohesive system that visualizes product progression and leverages AI-generated content for premium storytelling.
🎨 Visual Design
Designed product carousels, value ladder visualization, and AI-generated visual direction.
Designed product carousels, value ladder visualization, and AI-generated visual direction.
Designed product carousels, value ladder visualization, and AI-generated visual direction.
📐 Multi-Format Execution
Created consistent experiences across Amazon Store, Sponsored Brands Video, and Display assets.
Created consistent experiences across Amazon Store, Sponsored Brands Video, and Display assets.
Created consistent experiences across Amazon Store, Sponsored Brands Video, and Display assets.
🤖 AI-Assisted Workflows
Utilized GenAI tools (via FalAI) to create product visuals previously impossible with traditional photography.
Utilized GenAI tools (via FalAI) to create product visuals previously impossible with traditional photography.
Utilized GenAI tools (via FalAI) to create product visuals previously impossible with traditional photography.
research
research
Market & User Insights
Market & User Insights
Market & User Insights
Identified key market dynamics and user needs to inform the strategic approach.
Identified key market dynamics and user needs to inform the strategic approach.
Identified key market dynamics and user needs to inform the strategic approach.
65%
of all laundry loads use liquid detergent
of all laundry loads use liquid detergent
of all laundry loads use liquid detergent
01
01
Tide is category leader but faces competitive pressure
Tide is category leader but faces competitive pressure
02
02
Value-conscious shoppers need tangible proof of superiority
Value-conscious shoppers need tangible proof of superiority
03
03
Existing marketing relied on claims rather than demonstrable benefits
Existing marketing relied on claims rather than demonstrable benefits
Key Insight
Digital-first, value-conscious shoppers aspire to premium products but need clear justification for higher price points. Traditional product marketing wasn't effectively communicating the value progression.
Key Insight
Digital-first, value-conscious shoppers aspire to premium products but need clear justification for higher price points. Traditional product marketing wasn't effectively communicating the value progression.
STRATEGIC FRAMEWORK
STRATEGIC FRAMEWORK
Dual Audience Approach
Dual Audience Approach
Dual Audience Approach
Designed distinct pathways for two key audience segments with different needs and motivations.
Designed distinct pathways for two key audience segments with different needs and motivations.
Designed distinct pathways for two key audience segments with different needs and motivations.
Tide-Curious (Trade In) Competitor customers needing conversion
Tide-Curious (Trade In) Competitor customers needing conversion
• Comparative benefits vs. competitor brands
• Entry-level product recommendations
• Risk-reduction messaging
• Comparative benefits vs. competitor brands
• Entry-level product recommendations
• Risk-reduction messaging
• Comparative benefits vs. competitor brands
• Entry-level product recommendations
• Risk-reduction messaging
Tide Loyalists (Trade Up) Existing customers ready to upgrade
Tide Loyalists (Trade Up) Existing customers ready to upgrade
• Feature differentiation across tiers
• Innovation highlights (convenience, performance)
• Premium product education
• Feature differentiation across tiers
• Innovation highlights (convenience, performance)
• Premium product education
• Feature differentiation across tiers
• Innovation highlights (convenience, performance)
• Premium product education
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
Product Ladder Progression
Product Ladder Progression
Product Ladder Progression
Structured the experience around a clear value hierarchy that guides users through the Tide portfolio.
Structured the experience around a clear value hierarchy that guides users through the Tide portfolio.
Structured the experience around a clear value hierarchy that guides users through the Tide portfolio.
Entry Point: Competitor Liquid
Entry Point: Competitor Liquid
Value proposition and certification benefits.
Value proposition and certification benefits.
Value proposition and certification benefits.
Tier 1: Tide Liquid
Tier 1: Tide Liquid
SoColor technology, formulation techniques, and application methods
SoColor technology, formulation techniques, and application methods
SoColor technology, formulation techniques, and application methods
Tier 2: Base Pods
Tier 2: Base Pods
Requirements, assessment, and credential issuance
Requirements, assessment, and credential issuance
Requirements, assessment, and credential issuance
Tier 3: Power Pods
Tier 3: Power Pods
Performance upgrade with enhanced cleaning power
Performance upgrade with enhanced cleaning power
Performance upgrade with enhanced cleaning power
Tier 4: Tide Evo
Tier 4: Tide Evo
Premium innovation (Spring 2026 launch)
Premium innovation (Spring 2026 launch)
Premium innovation (Spring 2026 launch)
SOLUTION
SOLUTION
Key Design Decisions
Key Design Decisions
Key Design Decisions
Created a system that enables self-guided discovery while maintaining premium brand positioning.
Created a system that enables self-guided discovery while maintaining premium brand positioning.
Created a system that enables self-guided discovery while maintaining premium brand positioning.
01
01
Product Carousel System
Product Carousel System
Enables users to compare features side-by-side, understand incremental benefits, and navigate the portfolio intuitively
Enables users to compare features side-by-side, understand incremental benefits, and navigate the portfolio intuitively
Enables users to compare features side-by-side, understand incremental benefits, and navigate the portfolio intuitively
02
02
AI-Generated Visuals
AI-Generated Visuals
Showcased cleaning superiority in compelling ways, demonstrated convenience features, and maintained premium aesthetic across touchpoints
Showcased cleaning superiority in compelling ways, demonstrated convenience features, and maintained premium aesthetic across touchpoints
Showcased cleaning superiority in compelling ways, demonstrated convenience features, and maintained premium aesthetic across touchpoints
03
03
Trade In Pathway
Trade In Pathway
Comparative benefits vs. competitor brands with entry-level recommendations and risk-reduction messaging.
Comparative benefits vs. competitor brands with entry-level recommendations and risk-reduction messaging.
Comparative benefits vs. competitor brands with entry-level recommendations and risk-reduction messaging.
04
04
Trade Up Pathway
Trade Up Pathway
Feature differentiation across tiers with innovation highlights and premium product education.
Feature differentiation across tiers with innovation highlights and premium product education.
Feature differentiation across tiers with innovation highlights and premium product education.
MULTI-FORMAT EXECUTION
MULTI-FORMAT EXECUTION
Consistent Experience Across Touchpoints
Consistent Experience Across Touchpoints
Consistent Experience Across Touchpoints
Designed a cohesive system that adapts to different formats while maintaining brand consistency.
Designed a cohesive system that adapts to different formats while maintaining brand consistency.
Designed a cohesive system that adapts to different formats while maintaining brand consistency.
01
01
Amazon Store Page
Amazon Store Page
• Hero section establishing value ladder
• Product-specific sections with carousels
• Educational content on innovation
• Clear CTAs for each tier
• Hero section establishing value ladder
• Product-specific sections with carousels
• Educational content on innovation
• Clear CTAs for each tier
• Hero section establishing value ladder
• Product-specific sections with carousels
• Educational content on innovation
• Clear CTAs for each tier
02
02
Sponsored Brands Video
Sponsored Brands Video
• Short-form content highlighting key differentiators
• AI-generated visuals showing product performance
• Tier-specific messaging
• Short-form content highlighting key differentiators
• AI-generated visuals showing product performance
• Tier-specific messaging
• Short-form content highlighting key differentiators
• AI-generated visuals showing product performance
• Tier-specific messaging
03
03
Display Assets
Display Assets
• Consistent visual language across formats
• Targeted messaging for trade-in vs. trade-up audiences
• Premium aesthetic reinforcing brand positioning
• Consistent visual language across formats
• Targeted messaging for trade-in vs. trade-up audiences
• Premium aesthetic reinforcing brand positioning
• Consistent visual language across formats
• Targeted messaging for trade-in vs. trade-up audiences
• Premium aesthetic reinforcing brand positioning
TECHNICAL INNOVATION
TECHNICAL INNOVATION
First-of-its-Kind Application
First-of-its-Kind Application
First-of-its-Kind Application
Pioneered new approaches to product visualization and commerce storytelling.
Pioneered new approaches to product visualization and commerce storytelling.
Pioneered new approaches to product visualization and commerce storytelling.
GenAI Visual Creation
GenAI Visual Creation
Used GenAI tools to create product visuals previously impossible with traditional photography—demonstrating cleaning performance and convenience in engaging, premium ways while maintaining brand consistency.
Used GenAI tools to create product visuals previously impossible with traditional photography—demonstrating cleaning performance and convenience in engaging, premium ways while maintaining brand consistency.
Used GenAI tools to create product visuals previously impossible with traditional photography—demonstrating cleaning performance and convenience in engaging, premium ways while maintaining brand consistency.
Interactive Product Exploration
Interactive Product Exploration
Dynamic carousels enabling self-guided discovery with responsive design adapting to user intent (trade-in vs. trade-up) and seamless integration with Amazon's commerce infrastructure.
Dynamic carousels enabling self-guided discovery with responsive design adapting to user intent (trade-in vs. trade-up) and seamless integration with Amazon's commerce infrastructure.
Dynamic carousels enabling self-guided discovery with responsive design adapting to user intent (trade-in vs. trade-up) and seamless integration with Amazon's commerce infrastructure.
impact
impact
Results
Results
Results
Results are under NDA and available upon request.
Results are under NDA and available upon request.
Results are under NDA and available upon request.
"Page is looking really great and I really like the new product carousel addition on each page! The videos are incredible, we haven't had something like this before."
"Page is looking really great and I really like the new product carousel addition on each page! The videos are incredible, we haven't had something like this before."
— Sid Dey, Amazon Growth Leader at Procter & Gamble
— Sid Dey, Amazon Growth Leader at Procter & Gamble
— Sid Dey, Amazon Growth Leader at Procter & Gamble
REFLECTION
REFLECTION
Key Learnings
Key Learnings
Key Learnings
01
01
Clear value ladder
Clear value ladder
Visual hierarchy made product progression intuitive, helping users understand the benefits of each tier without overwhelming them.
Visual hierarchy made product progression intuitive, helping users understand the benefits of each tier without overwhelming them.
Visual hierarchy made product progression intuitive, helping users understand the benefits of each tier without overwhelming them.
02
02
AI-generated content
AI-generated content
Enabled premium storytelling at scale, creating visuals that demonstrated product performance in ways traditional photography couldn't achieve.
Enabled premium storytelling at scale, creating visuals that demonstrated product performance in ways traditional photography couldn't achieve.
Enabled premium storytelling at scale, creating visuals that demonstrated product performance in ways traditional photography couldn't achieve.
03
03
Dual-audience approach
Dual-audience approach
Addressing both acquisition (trade-in) and retention (trade-up) simultaneously maximized campaign impact and efficiency.
Addressing both acquisition (trade-in) and retention (trade-up) simultaneously maximized campaign impact and efficiency.
Addressing both acquisition (trade-in) and retention (trade-up) simultaneously maximized campaign impact and efficiency.
Future Opportunities
Future Opportunities
Future Opportunities
01
01
Personalized recommendations based on purchase history
Personalized recommendations based on purchase history
02
02
Interactive tools (e.g., "Find your Tide" quiz)
Interactive tools (e.g., "Find your Tide" quiz)
03
03
Expanded AI applications for dynamic content
Expanded AI applications for dynamic content
04
04
Post-purchase education to accelerate trade-up
Post-purchase education to accelerate trade-up
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer