Trending STyles
Senior UX Designer | Amazon Search
Customer Problem
When using broad searches in fashion, customers wanted more choice and context on specific styles.
My Role
Led initial ideation and contributed across end-to-end design through delivery, rapidly validating multiple solution paths via internal testing and customer feedback to reduce UX risk. Drove alignment across leadership, product, and engineering through interactive prototypes, clear specs, and designed a forward-looking style guide that aimed to improve functionality and visual style over the current design.
solution
For customers who begin with broad, open-ended searches such as “dresses”, and are unsure of current fashion trends or styles they may not yet know to look for, I designed the UX and UI for a feature that surfaces the most up-to-date and relevant styles related to their initial query.
As customers scroll past the first four product results, the feature introduces curated, trend-forward style groupings to help them explore and refine their search with greater confidence.
As customers scroll past the product results, they encounter Explore the Style Edit, a trend-driven module that updates dynamically as fashion trends evolve.
A horizontal scrolling carousel was used to introduce this content while minimizing impact on vertical page depth.
Data indicated that additional vertical modules pushed products further down the page and negatively impacted product discovery, so the carousel preserved product visibility while enabling guided exploration.
When a customer selects a style such as “Winter Elegance”, the search results refresh with content tailored to that selection. The chosen style is preserved and highlighted in the refinement bar, maintaining visual and conceptual continuity from the previous page.
Within the search results, an LLM-generated description provides a concise explanation of the selected style, helping customers quickly understand its defining characteristics and relevance.
Horizontal Scrolling carousel vs vertical grid layout
Key Takeaway
Horizontal Carousel
Pros: Preserves vertical space and minimizes impact on product discoverability.
Cons: Carousel interaction rates are low; this was mitigated by prioritizing the highest-ranking styles at the front of the carousel.
Vertical Grid
Pros: Displays all trends at once without requiring carousel interaction.
Cons: Pushes products further down the page, negatively impacting product discoverability.
Based on testing that showed improved product visibility and discovery, the horizontal carousel was selected to surface trend inspiration without pushing core results further down the page.