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Amazon Fire TV

Amazon Fire TV: Early Design Explorations

Amazon Fire TV: Early Design Explorations

I was the only UI designer on the team that brought the Amazon Fire TV (also known as Project E, at the time) to the masses. My team (of just a handful of people) worked directly with Jeff Bezos to make his idea a reality, by bringing together our TV UI experience and creating a truly unique product.

I worked closely with a Human Factors Engineer and together we designed many unique systems (like the one shown here, which was a 3D / Parallax based UI) to experiment and test with users, trying to simplify the users’ discovery experience while bringing a more cinematic effect for featured titles.

Although the final UI was decided to be the current, 2D, Kindle-like UI, these experiments were invaluable to the project and our own experience.

I was also awarded the Amazon Inventor Award for unique UI designs which were patented by Amazon.

Amazon Fire TV: Exploring Content Details (3D / Parallax Design)

Amazon Fire TV: Exploring Content Details (3D / Parallax Design)

This is another example of the experimental 3D / Parallax design which visualizes what a details page might look like for a movie title.

Amazon Fire TV: UI & Hardware User Testing

Amazon Fire TV: UI & Hardware User Testing

I created interactive interfaces and even skinned 3D models with vinyl for the Fire’s remote hardware user testing.

We interviewed and tested all aspects of the product constantly with users which helped us always keep the user in the center of all our design decisions.

Amazon Fire TV: Shipped Design

Amazon Fire TV: Shipped Design

After experimenting with numerous design systems, the design that was chosen was the Kindle-like UI that is in use today.

While the team was hoping to break the current (at the time) design system, we were proud to have been a part of such a huge project, reaching 35.8 million users worldwide.