Visual Design Lead
As the Lead Visual Designer for Kindle Fire HD, I spearheaded a complete redesign of the visual identity for the new higher resolution model and the larger 10" variant. Leading a team of 3 designers, I collaborated closely with engineers to ensure top-notch quality. Our custom visual design system, covering interaction models, content grids, typography, and animations, departed from skeuomorphism, embracing a modern and minimalist style. My direction continues to shape the Kindle Fire design aesthetic today.
Reimagining the future
The original visual style was inspired by a wooden shelf in Jeff Bezos' home, considered untouchable. However, I advocated against this wooden style, as it clashed with our goal of achieving a modern look. Seeking to challenge the status quo and embrace minimalism, I presented the 'Phoenix Rises' concept. It introduced subtle lighting effects and an ash-like texture, elevating the design with depth and sophistication. We expected resistance from Jeff and prepared an extensive presentation for Jeff. He approved the design by the third screen.
A new home
The redesigned home screen featured a centered recent carousel, showcasing clear and beautiful covers. Pinned apps were conveniently placed at the bottom of the screen for quick access. With subtle lighting, texture, and a clean typographic navigation, the UI took a back seat, allowing the content to shine.
Browsing the library
The library design achieved a balance between content density and readability, with easily readable book covers and minimal, faded shelves inspired by Jeff's beloved design element. Navigation elements utilized simple text, with a dedicated button for offline content access.
Shopping
If the goal of library was to showcase a dense collection of content, the store doubled down on that. To enhance usability, I separated the search bar for easy access. Simplifying the style for faster loading, I introduced a streamlined type ramp and replaced the ash texture with shades of gray. Additional content grids allowed for flexible presentation of offers, categories, and deals.
Reading
While the reader app was managed by another team, I delivered a design system for their controls. Initially, the goal was to create a design file that could be easily implemented. However, I went the extra mile by working closely with engineers to develop a set of reusable controls ready for quick integration. These controls accommodated various themes, including paper, dark, and light, and seamlessly blended with different types of content, whether it was text or graphics, black and white or color.