Enhancing Data Discovery at Amazon Transportation

Written By Armando Alvarez

Clients: ShipTech Analytics & Amazon Logistics Central BI

Design Team: Amazon Delivery Experience

Situation

Amazon Transportation Operators spent 3.6 hours weekly searching for analytics data and contacts across fragmented tools (QuickSight, PDFs, PerfectMile, SharePoint), leading to inefficient workflows and decreased trust in data.

My Role

Lead UX Designer

  • Led end-to-end design process from discovery to implementation

  • Defined project scope and features with Product

  • Collaborated with Engineering adapting design within tech constraints.

Timeline

5 month project from June to October 2024

Task

Design a centralized analytics discovery experience that reduces time spent finding and accessing data while improving data trust and standardization.

Success Metrics

Achieve 20% feature adoption from weekly active users

My Deliverables

  • Requirements workshop across 2 Product teams

  • Research with 5 BI Engineers

  • 7 core user flows

  • UI for 5 experiences (42 requirements)

  • User testing sessions

Action

Through user interviews with Operators, leaders, and data teams, we identified that tribal knowledge dependency was a critical barrier. Over 46% of users spent 75+ minutes searching for data sources and POCs, mainly relying on asking colleagues rather than having a systematic way to discover resources.

 

Search landing page

A unified search interface featuring role-based filters transformed tribal knowledge into systematic discovery, while recent views and "Favorites" functionality provided quick access to frequently used dashboards.

 

Resource detail page

Resource detail pages with standardized metadata capturing POCs, use case and business context so Operators know how to use the data product they are looking at.

 

Resource overlay in Business Review page

One-click QuickSight dashboard access through seamless overlay integration, eliminating separate login requirements.

 

PDF report overlay in Business Review page

Embedded PDF visualization with historical version access.

RESULTS

Successfully led the design and on-time delivery of a complex enterprise product that standardized data discovery across Amazon Transportation.

Weekly user adoption

35.16% feature adoption as of February 2025 against our 20% goal, exceeding target by 75%.

Global reach

Adopted by over 10 Operations businesses in EU, North America, Japan and Rest of World

Document upload

With 2,615 document uploads ranking as a top-7 platform action, the feature has proved essential for teams managing analytics assets.

Let’s talk

You can contact me via email at armandoalvarezdesign@gmail.com. Let’s schedule a conversation and see if we are a good fit.

Armando Alvarez