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Amazon began working on the standalone Fire TV in early 2016. The familiar Fire TV platform would need to cross product categories from HDMI stick and/or connected box to fully-fledged television capable of functioning without being connected to the internet or logged in to an Amazon account. This introduced some interesting user experience design problems.


My UX design and visual explorations helped bridge the gap between product categories as well as from Fire TV 2.0 to the much more fluid and visually rich interface that followed.

Role: UX & Visual Designer

Date: April 2016

Click here for a more in-depth look at the design process.



The challenge: explore the user paths and pitfalls that would inevitably arise as Fire TV jumped product categories from HDMI stick to standalone TV

Without any new templates off of which to base my designs, I generated a set of wireframes from the then-current version of Fire TV. I then developed my first batch of use scenarios, exploring the scenarios that would be particular to this new adaptation.

At left: some setup screens from a prior-version FTV followed by some wireframes from a user flow exploration all-up


FTV mid

A look at the user flows in wireframe before and after multiple UX design revisions, showing greatly reduced complexity for designers, devs, and users.

Click here for a more in-depth look at the design process.

Some examples from my visual explorations of Fire TV's new-look menus and setup process


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