AMAZON DSP

Uniform Research & Design Strategy

UX Research • Product Strategy • Wearability Insights

Role

Lead Researcher & Presentation Owner

Team

Solo (w/ Creative Director guidance)

Output

End-user research synthesis and strategic recommendations informing uniform updates and new product development

OVERVIEW

Frontline research informing uniform design and product decisions

The existing DSP uniform collection evaluated through frontline feedback.

I led a research initiative evaluating Amazon Delivery Service Provider (DSP) uniforms through direct feedback from Delivery Associates (DAs). The goal was to inform uniform improvements and future product additions using real-world insight, while aligning with leadership priorities around brand cohesion and consistency.

I co-designed the survey, analyzed 900+ responses, and synthesized findings into an actionable presentation used internally and with client leadership, directly influencing uniform updates and new product introductions.

CHALLENGE & CONTEXT

Balancing limited end-user access with leadership brand priorities

We primarily partner with client leadership and DA management teams, limiting opportunities for direct end-user engagement. Amazon Ignite Live—an annual in-person event—was one of the few opportunities to gather frontline insight at scale, making it a critical research moment.

Amazon Ignite Live booth showcasing the DSP uniform collection and new product concepts.

The work required balancing end-user needs around comfort and performance with leadership priorities for uniform consistency and brand standards, while supporting ongoing iteration for a recurring client.

APPROACH

Survey Design

Co-designed a targeted survey focused on fit, function, fabric performance, and potential new uniform items, prioritizing questions that could directly inform design and leadership decisions.

On-site survey signage designed to encourage quick, high-volume participation.

Data Collection

Collected 900+ responses during and after Amazon Ignite Live with on-site facilitation, capturing both quantitative trends and qualitative feedback from DAs and DSP Owners.

Hands-on evaluation supported functional feedback beyond survey responses.

Analysis & Synthesis

Analyzed the full dataset to identify key pain points and emerging needs, translating findings into clear design implications and strategic recommendations.

Presentation & Stakeholder Alignment

Presented findings to internal design and leadership teams to shape recommendations for uniform updates and new product introductions. The presentation was later used to brief client leadership, with research context support during review.

KEY INSIGHTS

Consistent priorities emerged around fit, durability, and performance

  • Fit & Comfort: Expanded sizing needs, especially for pants and shorts; lighter tops for hot conditions

  • Durability: High priority for vests, gloves, and stain-resistant materials

  • Fabric Performance: Breathability, heat regulation, and long-term wear

  • Availability: Inconsistent stock and sizing negatively impacted adoption

DESIGN OUTCOMES

Research-driven updates and new product introductions

New uniform styles introduced in response to frontline performance needs.

  • Expanded pants and shorts sizing and upgraded fabrics to improve fit and performance

  • Introduced a lightweight, UPF-treated shirt for hot environments

  • Launched a convertible 3-in-1 jacket with removable lining and sleeves for year-round versatility

  • Introduced a reflective beanie to improve visibility and cold-weather comfort

  • Continued development of durable vests and accessories guided by DA feedback

IMPACT

Driving confident, data-backed decisions across teams

  • Informed internal and client leadership decisions on uniform updates and new products

  • Strengthened leadership buy-in through research-backed rationale

  • Balanced performance needs with brand cohesion using frontline insight

  • Established a repeatable research foundation for future uniform design cycles