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AMAZON ADS · BRAND INNOVATION LAB

AMAZON ADS · BRAND INNOVATION LAB

2026

2026

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

Check it out ↗

Check it out ↗

Overview

Overview

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).

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.

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

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.

🎨

UI Design

Designed product carousels, value ladder visualization, and AI-generated visual direction.

Designed product carousels, value ladder visualization, and AI-generated visual direction.

🤖

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.

📐

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.

research

research

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.

65%

65%

of all laundry loads use liquid detergent

of all laundry loads use liquid detergent

01

Tide is category leader but faces competitive pressure

02

Value-conscious shoppers need tangible proof of superiority

03

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

Dual Audience Approach

Designed distinct pathways for two key audience segments with different needs and motivations.

Tide-Curious (Trade In) Competitor customers needing conversion

• Comparative benefits vs. competitor brands

• Entry-level product recommendations

• Risk-reduction messaging

Tide Loyalists (Trade Up) Existing customers ready to upgrade

• Feature differentiation across tiers

• Innovation highlights (convenience, performance)

• Premium product education

INFORMATION ARCHITECTURE

Product Ladder Progression

Structured the experience around a clear value hierarchy that guides users through the Tide portfolio.

Entry Point: Competitor Liquid

Value proposition and certification benefits.

Tier 1: Tide Liquid

SoColor technology, formulation techniques, and application methods

Tier 2: Base Pods

Requirements, assessment, and credential issuance

Tier 3: Power Pods

Performance upgrade with enhanced cleaning power

Tier 4: Tide Evo

Premium innovation (Spring 2026 launch)

SOLUTION

SOLUTION

Key Design Decisions

Key Design Decisions

Created a system that enables self-guided discovery

while maintaining premium brand positioning.

Shipped 20+ P1/P2 features to close the capability gap between managed service and self-service.

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

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

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.

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.

Lancome Quiz GIF
Lancome Quiz GIF
Lancome Quiz GIF

MULTI-FORMAT EXECUTION

Consistent Experience Across Touchpoints

Consistent Experience Across Touchpoints

Designed a cohesive system that adapts to different formats while maintaining brand consistency.

01

Amazon Store Page

• Hero section establishing value ladder

• Product-specific sections with carousels

• Educational content on innovation

• Clear CTAs for each tier

02

Sponsored Brands Video

• Short-form content highlighting key differentiators

• AI-generated visuals showing product performance

• Tier-specific messaging

03

Display Assets

• 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

Collaborated with engineering to implement Expedia's hotel search API directly into Amazon's platform.

Collaborated with engineering to implement Expedia's hotel search API directly into Amazon's platform.

01

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.

02

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.

impact

impact

Results

Results

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."

— Sid Dey, Amazon Growth Leader at Procter & Gamble

REFLECTION

REFLECTION

Key Learnings

Key Learnings

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.

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 as well as allocated budget/time.

Enabled premium storytelling at scale, creating visuals that demonstrated product performance in ways traditional photography couldn't achieve as well as allocated budget/time.

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.

REFLECTION

REFLECTION

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

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© 2026, Ama Corrieri

Made with Framer

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© 2026, Ama Corrieri

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© 2026, Ama Corrieri

Made with Framer