I sold the Fire Tablet wake screen experience to 3P advertisers to bring their products to life through animation and motion. I was tasked with creating first-to-market experiences and pushed the device capabilities within each new generation. I worked closely with the development and technology teams to ideate, test, and design custom executions.
Innovation: The Fire tablet offers a unique advertising platform for advertisers to display rich, immersive experiences that drive deeper user engagement. Tapping into the device’s capacitive touch screen, accelerometer, and gyroscope allowed us to create custom mini games on the wake screen.
Animated Wake Screen
The Fire Tablet wake screen is a cinematic experience that is fluid and beautiful. It can feature a product visual along with additional imagery and offer messaging. The overall composition feels integrated. Ad copy is kept to a minimum. Animation is fluid and smooth, not abrupt or forceful, and compliments the design while supporting the message of the ad.
I developed an internal program and trained a team of designers to assess design quality and ad-policy standards for all internal Amazon Fire tablet and Kindle E-reader wake screen advertising. Internal Amazon departments would submit their wake screen ads for critique and review in order to receive creative approval and go live.
Innovation: The internal program developed automated templates with flexible layouts for internal Amazon departments to use in generating wake screen designs.
Template use is 2x faster than traditional custom design
Templates ensure UI and copy readability
Automated script to batch production and generate files
Template creative used art boards and smart objects to automate image composites
Templates created for Kindle E-readers that use electronic ink
Templates created with UX redlines for each generation of Fire Tablet & Kindle
Internal review team tested each ad on device and provided design feedback
Multiple template variations created for different uses and A/B testing
Template designs with corner ribbons, wrap arounds, and traditional dot whacks
35/yr
My team launched 35 animated wake screens, from proof of concept to executing on final builds
68%
Percentage of my clients that ran custom animated wake screens
10
Average number of days to create an animated wake screen
EU + JP
Success of custom wake screens led to special projects in other locales
⇧Dwell
Animated wake screens average longer dwell times vs. static
15%
To avoid ad fatigue, only 15% of wake screen ads are animated