Amazon Prime Concept

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.





Being avid user of Amazon prime, the convenience it provides and the massive streaming library at its disposal, I decided to imagine a world were the e-commerce platform is separate from its streaming arm. I’m aware in some instances the two overlap however for this exercise they don’t. I’m focusing solely on the prime video section. There have already been improvements to this platform however I’m pushing the design and user experience further. 

So I don’t go wild, I’ve asked myself some important questions and imposed some constraints 

What can flex (What can be changed)





What is fixed (What must be fixed to maintain the brand image and navigation) 



3 magical words (If the output the output covers these 3 words, it’s a success)





Interviews - P2P

Visual design research and audit of current design

Visual design tools - visual eyes - design hotspots. Drawing the user into key areas

Rapid prototyping 

Users testing design - validate design decisions and tweak accordingly. Iterate iterate iterate


User test - you an take part for some time 

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