https://stevenketchum.design/home daily 1.0 2024-04-05 https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/00ef50ba-f21a-40c8-afd1-5c816c872bdc/PXL_20211216_025604588.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/24aa3ce6-7d45-4d4a-8761-da7afd233752/Echo-glow-background.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/243135c8-2df2-4d44-8808-ffb7043e3986/PD-Activity-Disc-Cards.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/bb4d8d04-e480-4dda-a774-d20080acbcf3/MYCD-Overview.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/def7ae3f-7a34-4404-9f5c-8669f935e13d/DCCS-Resourcing.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/e24575a7-8371-4b81-a914-3982d2ac1c25/YMS-Now-Screenshot.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/ebc9e56e-ee07-4221-9739-f3a5b31944c4/Nick-wires.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/ab271ff2-8d20-4109-af2d-5e737144970c/Golf-Digest.jpg https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/d771dfb5-dc08-44c2-91bb-5728719f9c41/JP-Morgan-Site.jpg https://stevenketchum.design/about daily 0.75 2024-04-05 https://stevenketchum.design/echo-glow daily 0.75 2022-04-03 https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/f8407e70-1215-4660-92e9-6367287085b4/Echo-glow-background.jpg Echo Glow UX Case Study - Echo Glow Released 11/2019 Role Sr. UX Designer https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/a70cff08-40e5-4bb3-8618-b1c998cd6ea5/HowdoesGlowWork%3F.jpg Echo Glow UX Case Study - An introduction: how does this thing work? The device came to me as a nearly baked product from the Lab 126 team in California. I had to learn about the device capabilities and work with hardware, firmware, and Kids’ teams to best make software decisions. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/3a5a4503-5936-49da-b2f2-060fd5a3d272/Venn_CX_chart.jpg Echo Glow UX Case Study Sorting out the basics… Who’s it for and what should it do? Ultimately, the Echo Glow had to be a mix of utility and fun for both kids and adults. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/cfaee0c5-d6f6-4d4b-a4d7-a68e622933b9/Device-Setup_combine2.jpg Echo Glow UX Case Study - Device setup The easiest path towards getting beta devices ready was to define the setup process. This required optional setups between other Alexa devices, using the Alexa App, and defining LED light states during the process (right). Since this was a kids product, we also needed to add new VPC (Verified Parental Consent) functionality for legal compliance. Echo Glow was one of the first generation of devices with the Made for Humans Certification. Setup had to be easy enough for anyone to set up, not just early adopters. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/129e8d7a-39a1-4594-b4c5-5c76df8d657a/Tap-Cycle.jpg Echo Glow UX Case Study - Tap & Color Coding Once setup is completed, the device had to offer features that kids can engage with immediately. I defined the colors and states that would best represent the device’s potential via a tap order. Mocks were not enough, I also had to color-correct and validate LED programming to match color names to the Glow output. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/083d04b1-82ea-4f84-a045-e362352d4cf0/TapData.jpg Echo Glow UX Case Study - Fixing problems. tap tap Tap TAP TAP! Early into PM/UX investigation, we noticed something wrong with the tap experience. Bumping or tapping a table would easily change light state or turn it on. Tapping a light was often difficult to do via the dome, the area customers would want to touch the light. We had to run many iterative versions of firmware across many usability sessions, on many surfaces, with many kids before we were comfortable going to market. Ultimately, we captured data of over 500 participants (both parents and kids) just for this issue. UX would organize and capture video across many types of usability sessions; including internal testing on multiple furniture types, home lab testing with parents and kids, and ad hoc testing at other public events. Additionally, we’d setup equipment provided by the firmware team to capture tap data in code. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/d7fcf6b7-43bc-42d5-9acf-f21a454fbec0/EchoGlow-Animations_Code.png Echo Glow UX Case Study - Coding Animations Getting tap, colors, and setup was a foundation to turning on a lightbulb. It wasn’t a fun 4-star device yet. Animation (modes) became the way kids can engage with their light for holidays, playtimes, or dance parties. Initially I mocked what lights could be mid-animation, but it wasn’t enough. I extended what little I knew about JSON from color calibration and learned to code the LED arrays to animate. I worked with firmware and GTM teams to cram in as many of these features as possible. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/093af374-eb3f-4793-8e7c-ef9ee8a86c35/GlowPDP.jpg Echo Glow UX Case Study - Results Upon getting a 4.25 CSAT (customer satisfaction) score from beta participants, the device was launch-ready. The team was able to get a complete build ready for Dave Limp’s (SVP Devices) device event 9/25/2019 and began taking online pre-orders. The device became available online and physical stores including Amazon’s 4-Star Store, Best Buy, Wholefoods. The Echo Glow earned the #1 spot for Smart Lamps on Amazon. As of 4/2022, Echo Glow is still on sale with 4.6 stars and over 36k ratings. https://stevenketchum.design/parent-dashboard daily 0.75 2022-04-02 https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/c333c197-e6ea-4c3b-87ca-1033f6a433f7/PD-Whitelist.jpg ParentDashboard - Parent Dashboard Released 5/2017 Role Sr. UX Designer https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/3f6f8b66-7af8-42f7-b957-e475b3e24f54/hawks-ostriches.jpg ParentDashboard - For Hawks or Ostriches. In early research, the team (UX/PM) identified two parental archetypes. Hawks were those parents actively engaged in their kids’ habits and activities. Ostriches would provide their kids an initial guidance, but would then let them lead themselves. We didn’t want to bias or judge either parental style. Our features had to accommodate both types of customers; offering easy set-it-and-forget-it functionality and ample details for an attentive parent. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/243135c8-2df2-4d44-8808-ffb7043e3986/PD-Activity-Disc-Cards.jpg ParentDashboard - Activity and Discussion Cards At Parent Dashboard’s launch, activity tracking was the main focus. Caregivers could have an overview of their kids’ overall time on their devices, broken down into categories. Each category had it’s own optional time limits, that would fill as the donut chart time would increase. Category activity would break down the child’s usage over the last seven days and list which titles they would read, watch, listen, or play with. Finally, for the hawks, select titles would have discussion cards. Over a thousand of Kids+ titles had extra themes, summaries, and discussion topics. This encouraged parents and kids to connect beyond devices and digital entertainment. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/c333c197-e6ea-4c3b-87ca-1033f6a433f7/PD-Whitelist.jpg ParentDashboard - Whitelisting Most customers who had Amazon Kids were subscribers to Kids+, a service that has thousands of titles of books, apps, videos, Audible books, and Alexa skills. However, some of the most popular titles via the app weren’t provided by the subscription. A sizable fraction of customers used Kids without being subscribers at all. Parents needed whitelisting tools to curate their own children’s experience with the titles they own. Normally, this would only be done during initial app/device setup. Parent Dashboard became a touchpoint to give children titles over time, right after purchase, without needing their kid’s device. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/129bec50-bf1f-44d0-a655-fc68bd37c1cf/PD-Locking2.jpg ParentDashboard - Make it stand out Tablet experience for locked device. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/ee9a4983-a64c-4458-9dac-cb8cb6c1537b/PD-Locking1.jpg ParentDashboard - Locking Devices How do parents get their kids to put down their devices when dinner is ready? This is where locking devices, AKA Dinnertime was created. Providing WiFi connection, locking a child’s devices would apply anywhere that profile was being used, all at once. This was initially slated for tablets, phones with the app installed (iOS, Android), but went on to include televisions, Alexa devices. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/cc2ea2b8-8a30-4468-b634-35aed533e91a/PD_FTUE.jpg ParentDashboard - Building trust, with business value. Parent Dashboard focuses on building customer trust through easy to access utilities. However, we didn’t want to create a product that didn’t allow for growth or sacrifice team headcount to make ongoing improvements. Parent Dashboard had opportunities to sign up for the FreeTime Unlimited (Kids+) subscription or learn more about upcoming devices (like the Kids Edition Dot). https://stevenketchum.design/casestudies daily 0.75 2022-08-21 https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/24aa3ce6-7d45-4d4a-8761-da7afd233752/Echo-glow-background.jpg Case Studies - Steven Ketchum Design https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/243135c8-2df2-4d44-8808-ffb7043e3986/PD-Activity-Disc-Cards.jpg Case Studies - Steven Ketchum Design https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/bb4d8d04-e480-4dda-a774-d20080acbcf3/MYCD-Overview.jpg Case Studies - Steven Ketchum Design https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/def7ae3f-7a34-4404-9f5c-8669f935e13d/DCCS-Resourcing.jpg Case Studies - Steven Ketchum Design https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/e24575a7-8371-4b81-a914-3982d2ac1c25/YMS-Now-Screenshot.jpg Case Studies - Steven Ketchum Design https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/ebc9e56e-ee07-4221-9739-f3a5b31944c4/Nick-wires.jpg Case Studies - Steven Ketchum Design https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/ab271ff2-8d20-4109-af2d-5e737144970c/Golf-Digest.jpg Case Studies - Steven Ketchum Design https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/d771dfb5-dc08-44c2-91bb-5728719f9c41/JP-Morgan-Site.jpg Case Studies - Steven Ketchum Design J.P. Morgan Asset Management Hub https://stevenketchum.design/contact daily 0.75 2022-04-03 https://stevenketchum.design/about-steven daily 0.75 2024-04-05 https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/37b3ccb9-2bdf-4078-95c4-c928660af3c7/IMG_0494.jpeg About Steven Ketchum - UX Designer - About Me Designs aside, I have a number of other personal accomplishments. In Seattle since 2016. I’m originally from the East Coast: born in New Jersey, college in Baltimore, resident of New York City for 11 years. I’m a dad. I have three awesome boys and couldn’t possibly handle more. I’ve had some success as a visual artist. While I’ve been doing digital design since high school, I went to art school and got my BFA in Painting. I studied in an honors program in Aix en Provence, France. Since graduating, I’ve had a number of exhibitions of drawings, including three solo shows in Germany. See my art site. I’m pretty good at Muay Thai. In New York, I’d regularly train in kickboxing, with some grappling on the side. I’m pretty good at timing leg kicks, but knee surgery derailed a persistent routine. https://stevenketchum.design/mycd daily 0.75 2022-09-01 https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/c56088f2-b8fa-4029-9f08-51d5b65e17f6/MYCD-Desktop_Content-Overview.jpg MYCD - MYCD My Content and Devices Hub Redesign First Released 06/2021 Role Sr. UX Designer, Amazon: DCCS (Digital Content & Commerce Services) Platforms Amazon’s retail desktop, mobile websites and MShop apps https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/4350c8e8-5e40-41cc-9822-4a68329d0406/MYCD-WTS-Audit1.jpg MYCD - My introduction: walking the store, getting lost When I started in DCCS (Digital Commerce and Content Services) in December of 2019, there was minimal documentation. I was within a new Product team and there were no UX resources to get me onboarded. With a fresh perspective, I used my own customer voice to capture questions, pain points, curiousities of my experience using MYCD. I reviewed these audits across fellow PMs, SDEs, SDMs and up-level L7’s. This introduction helped outline initial efforts and continued to be a guide years later. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/89068893-527a-434c-b27e-d6c2a6b46f8a/MYCD-Wiki-Audit2.jpg MYCD Building a foundation Since there was no process for design, it became important to make a structure for internal teams and partners to work with me. I drafted wikis to track work, means to communicate (including Office Hours, UX Newsletters), intake processes, and tenets to guide decision-making. Beyond DCCS teams, efforts to reach out to partners had to be made. Not all our related digital programs knew our new Product team, design resources, or that we existed at all. We conducted workshops with some partner teams (Kindle, Customer Service, Alexa, Prime Video) to introduce ourselves, gather their inputs, and advocate our ability to help them with management tools. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/6d9159e1-4127-4127-9b26-1ef2ad53c930/Persona-MYCD-Lifecycle.jpg MYCD - Completing end-to-end experiences. Using some high-altitude data, customer service insights, and partner team inputs I drafted a series of customer journeys. This helped identify pain points and opportunities throughout device, content, and subscription lifecycles, not just within a single area. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/6ac5be1c-a5b2-40cd-9de1-48fb0459f061/Standard-Patterns-Wiki.jpg MYCD (Re)Making a UI framework As I began defining patterns used in MYCD’s redesign, I learned that the pages’ frontend architecture was built in a code not compliant or used for the rest of Amazon (React). After assess why this was the case with SDEs and managers, MYCD’s patterns had to run independently of the rest of Amazon. To ensure consistent experiences and quick launches with limited resources, I created a simplified set of patterns to operate across all content and device types. Where client features used to be built ad hoc, they would now follow a repeatable CX. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/c56088f2-b8fa-4029-9f08-51d5b65e17f6/MYCD-Desktop_Content-Overview.jpg MYCD - Applying a hierarchy The original MYCD default page would filter directly into an eBooks category page. While this was the most-used page of MYCD, it was bias on what was currently live and how it was initially built by Kindle. I created a content overview page that showed only what a customer has, ordered by the things they have most. This made MYCD more responsive to the needs of an individual customer, while allowing client programs and services to grow. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/2f396471-8379-4c44-a7d3-e29bb8c48930/Mobile-Books-Delivery.jpg MYCD - Delivering mocks, flows, and support. MYCD has many content types, each with different settings. I strategically prioritized flows that would demonstrate patterns to be used extensibly to other areas. I had regular check-ins with Product and Tech leads: both to deliver updates and close any open questions. As work progressed, I helped draft internal beta surveys, conduct UAT, confirm or remove launch blockers. https://images.squarespace-cdn.com/content/v1/62263e996edfa473c2f29160/ac6b73be-1deb-4c9e-a05a-7e6f55aabc15/Mobile-Collections.jpg MYCD - Easing organization. Amazon has SUPER users with massive libraries. These customers are the most engaged with MYCD and it was essential to make their content organization easier. Above is is an example of using a bulk action to add books to a collection. https://stevenketchum.design/port-access daily 0.75 2025-10-31