Teams at Zappos were struggling to find an easy way to test and validate new ideas with customers. Before Hatch, the only CMS option was an Amazon-owned tool that was overly complex and didn't suit Zappos' needs. Zappos needed an intuitive, multi-purpose content editing experience that also passed Amazon's stringent security requirements.
We set out to build a tool that was more creative, productive, and enjoyable for any internal Zappos team to use, regardless of design or technical ability. We interviewed all potential users of the Amazon tool to understand their workflows, desired outputs, and unmet needs to inform Hatch's design.
Zappos.com has built a brand based on delivering world-class customer service through happiness. Many individuals only experience this when they call Zappos.com. For The Find, we worked to translate this feeling into a design strategy and language that celebrated the friendly, quirky, user-centric approach to a digital experience.
After researching, we developed a product strategy and actionable roadmap based on our top-ranked objectives and understanding of users needs.
For novice users, we developed a visual block library to pick from when designing a page. The block library ranges from essential components, like buttons, to more complex product modules and forms.
Previously, imagery and video content were managed in separate tools. We created a centralized media library that simplified searching and sharing across Hatch.