Amazon Fresh

Pickup Stations



Since 2007,  AmazonFresh launched allowing customers to combine grocery and other shopping into one seamless experience that easily fits into their routines and improves their busy lives. Customers can order from more than 500,000 items for same-day and early morning delivery, including everything from fresh groceries and prepared meals to toys, electronics, household goods, and more.

AmazonFresh rolled out its services gradually, targeting specific parts of various metropolitan areas and partnering with local speciality stores for delivery of local items. Users would check the website to see availability by zip code.



With grocery rivals such as Wal-Mart and Costco, Amazon Fresh made the approach to provide shoppers to buy items online and choose a time to collect them at a drive-in Amazon facility, where the grocery bags will be brought to their car, with the benefit being that shoppers could place an order and pick up their groceries in as little as 15 minutes.

Our challenge was to evolve with customers and enter the highly competitive grocery segment in the U.S. with this new benefit, and rolling out Fresh to, we hoped to create a brand trust as well as deeper relationships with Amazon customers.

Team + My role.

  • 1 UX Designer (me)

  • 5 Product Managers

  • 15 Developers

I led the design of Amazon Fresh for the entire E2E of Pickup including station experience and the Concierge Tool since the outset of the project in January 2015. I also led efforts to address customer pain-points related to new customer acquisition, slot selection and order modification.



The customer voice.

The following insights and customer quotes provided the foundation for our design and iteration. We synthesized the customer insights into a set of overarching design principles to guide all ideation and provide a framework for assessing concepts.


Design principles.

We adhered to the following design principles and associated tactics throughout the exploration, ideation and iteration phases.



The stickers identify temperature states and appropriate storage for the groceries. In addition to the icons, the color will be easily distinguishable. The icons can also be re-appropriated for digital touch points in the ordering process. The stickers are placed on the upper portion of the bag towards the edge, where it is most visible to the customers, but doesn’t obscure the graphics on the bag.

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Concierge Tool.

The concierge is a key part of the onsite service experience and is the face of the AmazonFresh brand. He or she should be welcoming, accommodating, friendly, and optimistic, all the while maintaining a focused professionalism that ensures customers get their groceries quickly and efficiently. The goal of the concierge should be to make customers leave happier than when they came to AmazonFresh. The concierge will adhere to AmazonFresh Pick Up’s grooming and dress policies.


Station experience wires.

Exercise of LoFi wire concepts for the station experience concierge tool to connect the applications’s information architecture to its visual design by showing paths between pages and determining intended functionality in the interface.


Sketching + flow mapping

Early sketches and flow mapping exercises exploring different navigation patterns and touch-points for the mobile version. Because of time pressure, I worked rapidly often jumping straight from sketching to prototyping.


Progress indicator.

Entering parking spots, large guided interactive signs help guide the customers on order progress. Also creating animated motion videos to represent and simulate the progress indicator.


Task/Wire flows + Hi-fi mocks.

Insights from the usability and mind mapping exercises led me to reiterate on the designs and create task and wire flows, along with Hi-Fi mock ups. Here are some of the design artifacts.



What the community is saying.


What the press is saying.



Learnings + Takeaways

Human interaction matters and should be focused on key moments of the Amazon Frehs pickup experience, such as greeting customers by name upon arrival. While the idea of complete automation may be tempting from an operations standpoint, we learned that when it comes to good, customers expect to interact with people. A complete lack of human interaciton will feel impersonal and synthetic. Customers expect friendly, thoughtful, and expedient service from Amazon Fresh Pickup concierges. The concierge will need to be an ambassador of the brand.

Amazon Fresh Pickup will be a compelling choice for shopping occasions driven by speed and convenience. Customers will continue to shop at farmer's markets, club, and specialty stores. And that's okay. Based on the current Amazon Fresh Pickup product assortment and Amazon Fresh brand equity, pick up is positioned to replace customer's trips to mass grocery stores, particularly when they are time constrained.