01

Problem

Existing delivery experiences are prone to missed drop-offs and package theft, creating friction and uncertainty for customers. For Amazon Key, the challenge is to provide a secure, convenient way to grant controlled access for deliveries—while ensuring transparency, trust, and peace of mind through real-time monitoring and verification.

02

Making users feel value

Amazon Key struggled with a brand perception that felt overly technical and lacked the warmth needed to build trust. Because in-garage delivery is inherently sensitive and unfamiliar, many customers didn't immediately see the value or feel comfortable granting access to their private space. The opportunity was to reimagine the brand and visual language to feel more approachable, transparent, and trustworthy—helping customers understand the benefits while building confidence in the experience.

Outcome

Key by Amazon app rating was at 2.8 (iOS) and 3.25 (Android) back in December of 2019. To quickly increase ratings, I designed an in-app rating nudge that appeared for users who had just rated a 5-star delivery — customers with at least 85% delivery success and 3+ deliveries could rate the app directly within the experience.

Rating jumped to 4.5 on iOS with over 5k reviews and 4.3 on Android with over 1.9k reviews within a month. Six months later: 4.8 on iOS and 4.7 on Android.

Key by Amazon also transitioned into the Ring app, letting users track in-home deliveries alongside home security — increasing our user base by 200k users in less than a month.