Envision the ‘Future of Search’ for one of the largest online retailers on the planet. Now, that’s a design brief.

When it comes to e-commerce today (upon writing this, the latter part of 2018), many ‘experts’ in the field will often simplify the shift from brick & mortar to online sales to an equation:

purchase = price + selection + convenience

In reality, the implementation of this is present in Amazon’s wildly successful flywheel model—drive sales with lower prices which leads to more customer visits, which attracts more sellers and, in turn, increases volume and selection.
There’s a problem with approach, however, is once the competition catches up and offers similar offerings (same-day delivery, a large selection, and lower prices), Amazon would be quick to lose their upper hand.
Let’s take a step back.

Why do you buy things today? For a utility? A job to be done?

Research shows XXXX


I believe people express themselves through the things they own in order to imagine a brighter future through a products’ possibilities (or at least its promise).

Hence, the evolution of searching for products is the evolution of how you find yourself. That’s why even simple daily life purchase decisions are personally meaningful.

It’s not enough to merely create a vision of products working together in some magical utopia where technology understands you and vice versa; we need to understand why people shop and how it makes them human.

So, how did we get here?

People: your most important assets
that nurture creativity
to sustain and deliver

what it meant

means to become a shopper in the modern world that we’ve created, paired with an understanding of what it really means 

the existing business models and paradigms, but to look forward to understand what it really meant to 

It was time to pivot from a brand that merely delivers logistics to a brand that enables lifestyles.

This was gained 

[L]ower prices led to more customer visits. More customers increased the volume of sales and attracted more commission-paying third-party sellers to the site. That allowed Amazon to get more out of fixed costs like the fulfillment centers and the servers needed to run the website. This greater efficiency then enabled it to lower prices further. Feed any part of this flywheel, they reasoned, and it should accelerate the loop.

problem is that

vs. brick and mortar as a battle of convenience and 

run circles around you explaining 

eople who will tell you it’s all about marketing, getting the cheapest price for an item, and 

That’s a lot of people to think about. One thing I personally believe is that humans are truly fickle—we often change our loyalties, interests, or affection—but our behaviors are often predictable as our instincts have been tuned 

that contributes to why ‘we’ as a populace 

How do you solve the ‘Future of Finding?’

what I call a design brief. Time to whip out the toolbox: Ethnography, Field Studies, Benchmarking, Design Thinking, and wait ... here comes a new challenger ... Behavioral Science!

How do you solve the ‘Future of Finding?’ We pivot from a brand that delivers logistics to a brand that enables lifestyles. We do this through empathy for our customers, by demonstrating the possibilities of what we offer, and by building relationships between them, us, and our many partners. No one team at Amazon can accomplish this alone. But we can together. Through a common vision and shared tools that ensure our innovations are deeply anchored to the needs of the customer throughout their entire shopping journey.

Now that’s what I call a design brief. How does one redesign the search and discovery experience, ensuring 

In order to To envision the role of Search in the future of finding, and to make sure it’s anchored to the needs of the customer. How might we redesign the search and discovery experience to better serve our customers’ purchase journeys for high-consideration items?

They’ve made headlines. People call them bullies. Opportunists. Pushers of consumer addiction. Disruptors and destroyer of mom and pop shops. But one thing you can’t ignore is the fact that they’ve changed the world we live in today. And when they came asking for help designing the future of shopping and discovery, that’s something you can’t take lightly.

this out. When the largest e-commerce company on the on planet figure out the future of discovery and shopping. Not every day

you get a design prompt like that, let alone the freedom to go so broad and narrow in a space that’s mature

It’s t logo on the planet. We set out to fix what Google’s Jamboard and Samsung’s Flip failed to do—to facilitate truly seamless creative meetings. Present. Feedback. Ideate. Conversations like butter.