Fire HD 10 Kids Tablet
2022 Launch
BACKGROUND
Fire HD 10 Kids tablets are designed for two distinct age groups, each with different developmental needs, interests and ways of learning. While the products are built for kids, the purchase decision is made by parents and caregivers. The challenge was to create a shopping experience that built trust with parents while feeling engaging and age-appropriate for kids, all within a cohesive visual language across the Fire tablet family.
STRATEGY
Designing for Fire HD Kids meant designing for two audiences at once. Parents needed confidence in the product, while kids needed to see something that felt exciting and made for them.
Studio: Amazon Devices Brand Studio
Team: Rosie Heffernan, Vince Chmielewski, Dorian Douglass
Photography: Cody James
MY ROLE
I led the product page experience and helped define the creative direction for the launch. My role included developing the color, motion and CGI concepts, shaping the visual storytelling framework, and partnering with
the creative director to art direct the lifestyle photography, ensuring every touchpoint felt cohesive, authentic and aligned with the product story.
PROCESS
I proposed shifting the creative direction toward product-first storytelling, using CGI to highlight the industrial design, color and craftsmanship of the devices, supported by authentic family moments that reflected how the products fit into everyday life.
The photography evolved as well. Rather than relying on broad lifestyle scenes with families gathered around the device, we focused on authentic moments of individual engagement—kids immersed in reading, learning
or entertainment, and younger children exploring the tablet alongside
a parent or caregiver. These quieter, supervised interactions felt more natural, better reflected real family use, and kept the product at the
center of the story.
Detail pages
I also introduced a modular page framework that kept information organized in a consistent rhythm across both product pages, making it easier for parents to compare devices and quickly understand which tablet best fit their family. Within that shared framework, I used color, photography and content to distinguish the two age groups—brighter, playful visuals for younger kids and a more mature palette for older kids—creating experiences that felt tailored while remaining unmistakably part of the same product family.
