Product Designer
UX/UI Design
Amazon Flex Redesign
Addy Award Winner, Silver
In this project, I redesigned the current Amazon delivery app, Amazon Flex, to improve navigation features, package tracking, and route management. The design process involved conducting UX research, defining the UX strategy, developing a new package sorting system, creating low- and high-fidelity prototypes, and iterating based on user feedback.
Main Problem
Poor navigation.
Amazon reported a 150% annual turnover rate for hourly employees in 2020, including 64% for delivery drivers, due to tough conditions and delivery frustrations. The Amazon Flex app worsens the problem with a poor interface and inconsistencies that make large-scale deliveries nearly impossible.
Research & Insights
Pure frustration.
To find out more, I interviewed 2 Flex drivers and 3 DSP drivers while also searching through the r/AmazonDSPDrivers subreddit with over 115,000 active Reddit users.
Key findings -
78% of drivers wanted clearer current stop indicators
64% said they struggled to visualize delivery clusters
53% reported confusion when scanning multiple packages per stop
Almost 80% of all discussions on the r/AmazonDSPDrivers subreddit were related to map issues and overwhelming stop numbers.
Ideation
Designing systems & flows.
I mapped out the user flow for Flex drivers and DSP drivers to better understand the special pain points for each while also finding commonalities between the two.
First Challenge - Scalability
At the start of a shift, drivers face 70–300 unpredictable packages, making organization overwhelming. The itinerary and loading pages omit crucial details like package count, bag color, and customer names, slowing sorting and delivery. My challenge was to design a system that gave drivers maximum information while staying visually scalable.
I got to work.
I created low-fidelity wireframes to explore variations of the original app’s pages, testing how much information could fit on one screen without overwhelming drivers. This process helped shape the final designs.
Potential Solutions
A. New Intelligent Zone System
A major pain point was inefficient package sequencing—the original app sorted stops by address, causing backtracking and confusion in complexes.
Color-codes deliveries by bag/zone
Highlights current clusters while dimming future ones
Dynamically reorders stops based on real-time location and efficiency
B. New Package Loading System
Drivers often struggle to locate small gray overflow package numbers, making van loading chaotic without help.
Uses color-coded overflow labels matching bag colors
Adds a visual load-assist view to guide placement
Lets drivers switch between block and list views for flexibility