Visual and UX Redesign, Product Strategy
Role
Lead Designer
Platform
Amazon Tablet OS
Team
Design, Product, Engineering, Legal, 1P/3P Capabilities, Domains, Alexa Core, Kids+ Tablets
Problem
Initially, this project was meant to be a visual refresh. However as we went through the current onboarding process, we started to identify problems with data management, repetitive actions, long wait times due to latency, and a very text-heavy process. Seeing this, the team and I took an extra step to overhaul the entire OOBE process to make it faster, more engaging, and visually consistent. The challenge was that the onboarding process grew even longer—from about 6-7 minutes to over 15 minutes—due to the inclusion of new components like data transfer, account sign-ins, and more.
Solution
The solution was a reduced OOBE duration while maintaining a seamless experience. To achieve this, we streamlined duplicative processes, consolidated data collection, and ensured consistency across various modules and visual depictions—whether it was for general setup, kids-oriented flows, or account management.
DESIGN PROCESS
Understanding the problem, insights, reimagining the experience
Self UX Audit
The first step was to understand the pain points of the existing OOBE process. Users were spending too much time on redundant steps like signing in twice or going through unnecessary permissions. We also realized that the current design lacked visual clarity—pages were text-heavy, visually cluttered, and didn’t convey information efficiently.
Competitor Audit
I began by auditing onboarding processes from major brands like Apple, Samsung, and Google to see how they handled similar challenges.
​​What stood out from my research was how competitors used progressive disclosure to present information. Instead of bombarding users with too much content at once, they strategically revealed details at the right time, keeping things clean and digestible. Our onboarding process, however, was overloaded with explanatory text, making it hard to engage users and communicate essential information quickly.
Reworking the flow
From this audit, I realized the need to simplify the flow. I started by reworking the order of the screens to make the process more intuitive. My goal was to keep the user engaged while reducing friction—removing unnecessary screens and reorganizing content to reflect logical, user-friendly steps. This involved a lot of back and forth, iteration and re-iteration, changes in product reqs, and difficult conversations with engineering about what could be done, and what needed to be done from a customer perspective.
Impact
1
Shorter setup time
The early results from this project have been incredibly promising. We’ve seen a significant reduction in the time it takes to complete the OOBE process, with user testing showing improved completion rates. The new design is visually cleaner, with concise and to-the-point descriptions that make the setup process faster and less overwhelming.
2
Higher user engagement
Though the final designs are still in the implementation phase, the groundwork has been laid for a much smoother, more efficient onboarding experience. The project’s success is already visible in the higher user engagement in early testing.
3
Cleaner, efficient design
This project taught me the power of simplifying complex workflows while maintaining functionality. By removing unnecessary steps, consolidating processes, and focusing on user engagement, we were able to create a seamless experience that aligns with both user expectations and business goals. It also reinforced the importance of collaboration and negotiation between design, product, and engineering teams to deliver a cohesive product.
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