Prime promo components are small upsells placed strategically throughout consumer-facing shopping experiences. For the promo redesigns on mobile, the request was to include the Prime logo, a heading, a subheading, a CTA, and a link to a terms of use page. This wasn't an issue on desktop, but mobile was tricky due to lack of horizontal space. 

We were working within a height restriction of 100px on mobile, driven by a broader business principle that dictated that every pixel of vertical space within consumer-facing shopping surfaces equated to $1M, so this space must be used very efficiently. At the same time, the experience needed to meet updated accessibility standards, including a larger 48px button height that ensured an adequate touch target.  

Another rule across Amazon stated that buttons on viewports 480px and below must be full-width. That rule exists to support localization, since longer button labels run the risk of wrapping to a second line. As part of the Prime redesign, we also introduced a larger button label text to meet a11y standards, which further reduced the amount of available space.

The problem was clear:
We couldn't fit all of the requested elements in the allotted space, and we couldn't modify any text or UI elements to make them smaller.

As different partners worked to balance business goals and content, one proposed direction was to place the Prime logo and button inline to save vertical space. It was immediately clear that this solution was not viable because it created risks with localization and smaller viewports, and violated the full-width mobile button rule. Rather than treating this as a rigid "no", I used visual, in situ mockups to show how the pattern would behave with longer strings, and on more constrained viewports. This helped the broader group see the tradeoffs clearly and made the conversation about system behavior, rather than personal opinion.

From there, we aligned on a compromise:
We reduced the content in the promo to a more compact structure: the Prime logo and short headline paired with a full-width button. The button led to an interstitial page on desktop, and opened a bottom sheet on mobile, where the required legal terms could be presented in full, and in the approved format, while still maintaining the required proximity between the sign-up button and the legal language. To add interest, we used Prime's new, brighter blue as a background to immediately draw the consumer's attention. The result was a boldly-colored promo that caught the eye of the user and provided enough information to pique interest, while preserving the intent of the promo and solving for the most critical constraints. 

What made this challenge meaningful was not just the design adjustments, but the process behind it. It required translating rules into clear rationale, helping stakeholders evaluate tradeoffs through concrete examples, and finding a solution that respected business efficiency, accessibility, legal compliance, and localization needs at the same time. It was less about choosing a preferred layout, and more about guiding products toward solutions that work across all required dimensions.

Because I was formerly in the Devices and Design Group, and therefore familiar with their design systems and requirements, I was tasked with redesigning the Prime promo screens that appear in certain device onboarding experiences.

These redesigns required balancing multiple device-specific requirements with strict legal and accessibility constraints. Each promo had to work within the unique resolution and viewport rules of each device, while adhering to brand guidelines, design system requirements, and updated legal guidance.

The most important constraint was that the newly approved Prime terms of use had to appear exactly as written, remain within close proximity to the sign-up buttons, and stay at a minimum readable text size. The button group also had to preserve equal clarity between the primary sign-up path and the "No thanks" option. These requirements limited how minimal or visually streamlined the layouts could become.

During review, there was feedback to remove the terms language in order to create a cleaner design. I handled that by clarifying that the legal content was a fixed requirement, then redirecting the discussion toward areas where iteration was still possible, including imagery, color themes, and promotional copy. This kept the conversation constructive and helped the team focus on meaningful refinements, rather than revisiting constraints that could not change.

This was a strong example of protecting non-negotiables, while still finding room to improve the experience through elements that could flex.