Christmas Gifts 2020

Overview

Amazon Japan's Christmas gift store is one of the highest-traffic seasonal pages, but the previous year's version had underperformed on key metrics. I was tasked with analyzing what went wrong and redesigning the experience to drive higher engagement, conversion, and overall sales for the 2020 holiday season.

This project required a tight turnaround with a fixed launch deadline, making data-driven prioritization essential from the start.

Process

• Previous year data deep-dive — Analyzed the 2019 gift store's performance data including page views, CTR by section, conversion funnels, and drop-off points to identify specific underperforming areas.
• Issue identification — Discovered that key gift categories were buried below the fold, navigation between recipient-based and category-based browsing was confusing, and mobile users had a significantly higher bounce rate.
• Information architecture redesign — Restructured the page hierarchy to lead with the most popular gift categories, introduced clear recipient-based filtering (For Him / For Her / For Kids), and simplified the navigation flow.
• Wireframe & design — Created mobile-first wireframes with a focus on reducing cognitive load. Designed visual modules that balanced seasonal branding with clear product visibility.
• A/B testing — Ran targeted A/B tests on key layout decisions, including hero banner variations and category module ordering, to validate design choices before full launch.

Results

The redesigned Christmas gift store launched on schedule and delivered strong improvements over the previous year:

• Significantly increased overall sales compared to the 2019 holiday season
• Higher conversion rates driven by improved category visibility and clearer navigation paths
• Reduced bounce rate on mobile through a streamlined, mobile-first layout
• A/B test insights were documented and shared across teams, informing future seasonal campaign designs