Amazon Web Services (AWS)
We’re currently 6 years into an engagement supporting the internal AWS design team with project management, visual design, illustration, product launch support, architecture diagrams, system accessibility, icon system management, templates and guideline documentation, art direction, training, proFigma, and design support for re:Invent 6 years and counting.
AWS.com had become a sprawling ecosystem—different page lengths, inconsistent use of graphics, unclear navigation, and overlapping “What Is” product content. The site was still driving sales, but the user experience lacked cohesion. Our challenge was to audit the site, benchmark against competitors, and present actionable recommendations that balanced business needs, customer journeys, and technical feasibility.
What We Did
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Comprehensive Audit: Reviewed AWS.com content types, navigation patterns, and visual design; compared with direct competitors and international leaders across other industries.
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Personas & Journeys: Recommended mapping content to AWS personas (BDMs, IT Pros, DevOps) to improve relevance and reduce overload for technical users.
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Wireframes & Diagrams: Built “before/after” visuals and “how it works” diagrams to demonstrate clearer storytelling and more scannable layouts.
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Recommendations:
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Streamline navigation to reduce sprawl and confusion.
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Reframe “What Is” pages to align with personas.
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Introduce more compelling visuals and iconography.
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Balance long-form content with digestible callouts and success stories.
- Strengthen tone of voice and consider adding dedicated copywriting resources.
Impact
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Strategic Seat at the Table: Our early audit and wireframes earned trust with AWS leadership, positioning CROWN as a partner in the multi-year AWS.com redesign.
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Clarity on Priorities: Helped AWS recognize the tension between product-driven content and user-driven clarity, shaping future design conversations.
- Foundation for Ongoing Work: This initial engagement evolved into a long-term relationship—our team supports AWS with design systems, diagrams, and product launch collateral on an embedded basis.
Services
UX Audit • Competitive Benchmarking • Wireframing • Diagram Design • Content & Persona Strategy • Executive Presentation Support • UX/UI Design • Project Management
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