OUGD504 - SB2 - Design for Screen - Outcomes, Final Crit & Evaluation

Short Amazon Prime Ad:



Amazon Site Rebrand Walkthrough:



Mockups:

I am extremely pleased with the outcomes produced in this project. Despite the videos taking a very long time to produce, I feel confident that they could be pitched professionally to the Amazon branding and marketing team. Not a lot of research was made into using a developer because I would not be working with one if the pitch was accepted. Instead, I would be pitching the idea straight to Amazon, who would then take the concept forward with their own team of developers.

The main aim of this project was to improve the marketing and user experience of Amazon - Prime in particular. To see whether other people thought that I had made an improvement to the existing platform/marketing and solved the problems identified, a final crit was arranged to gain some final feedback. All the feedback was extremely positive and indicated that the outcomes produced are successful in terms of solving the problems identified. It was great to hear that people thought the overall platform had been developed in a much clearer manner than the existing Amazon site. A lot of people were surprised by the Prime ad about all its features, which was good to see, as it highlights how the ad is fulfilling its purpose in highlights all of Prime's areas - not just the one-day delivery.

Overall, the feedback was all very positive. There were only one or two improvement suggestions, which I would consider if I was to further improve the outcomes. For the advert, it was suggested that the 'Amazon Prime' text should be only revealed at the end, to tease people with all the features and surprise them once the video is finished. This is one aspect that I had not considered; I went more for the approach of educating people about the features of Prime in the first 10 seconds, to ensure that the link to Prime was made. Both could be created and tested, to see what people prefer. For the walkthrough video, another suggestion was made to use icons for the Prime features page. As I was trying to keep with the type aesthetic, this was not an option I had thought of; however, it could make the individual platform areas more identifiable. Both points are really strong ideas that I would definitely experiment with if I choose to extend this project.

As a whole, this project was a real challenge. I have done motion graphics before, therefore was fairly experienced when animating the video; however, I have never had to record my own vocals and edit them to suit the video. Amazon was a very difficult site to choose, mainly because it is already hugely successful, with over 300 million users worldwide. In this sense, I wanted to pick such a demanding task to push an outcome that I would not usually attempt. Whilst I thoroughly enjoyed this project, it has made me realise that motion graphics is not a career path that I want to pursue. The walkthrough video was very time consuming and tedious to make, as After Effects requires a lot of attention to detail. Branding and web design are are aspects that I going to definitely pursue however.