AWS Jam
Case Study
End-to-End Redesign of Gamified Learning Platform
My Role
- Senior/Sole UX Designer
- User Research & Usability Testing
- Persona Creation & Journey Mapping
- Visual & Interaction Design
Working Group
- Product Managers
- Principal Engineers & Front-End
- Curriculum Team
- Accessibility Specialists
Stakeholders
- Executive Leadership
- Support & Operations Teams
- End-User Participants
Customer Jobs to Be Done
Understanding what users are trying to accomplish and the outcomes they seek
Understand the product easily
Quickly grasp what AWS Jam is, who it’s for, and how to get started without external help.
Book events independently
Browse the event catalog, view pricing, and complete bookings through a self-service flow.
Manage events efficiently
Set up, customize, and monitor events easily through an improved admin experience.
Play and track progress
Stay motivated with clear challenge status and leaderboard visibility.
Challenges
Fragmented Experience
Each part of AWS Jam (the customer-facing website, admin console, and game interface) had inconsistent design patterns and usability issues.
Booking Complexity
Event setup was tedious and assumed users already knew which challenges to select, creating friction for new customers.
Limited Visibility
Users couldn’t easily tell which challenges were completed or in progress during gameplay.
Unclear Pricing & Support Overload
The lack of pricing transparency caused high support volume and confusion around purchasing.
Insight & Strategy
I approached the project as three interconnected designs (customer-facing website, admin experience, and game console), ensuring a cohesive end-to-end journey from discovery to play.
Holistic Experience Design
Unify all touchpoints that support users across booking, managing and playing.
Gamified Engagement
Redesign game interface to boost clarity & motivation with clear progress indicators.
Iterative Validation
Incorporate user feedback through surveys, preference testing, and usability studies.
Execution & Designs
Customer-Facing Website
- Redesigned the marketing and booking site to clearly communicate AWS Jam’s value and purpose.
- Introduced a self-service event catalog with transparent pricing and simplified checkout flow.
- Reduced dependency on IT support through intuitive design and guidance.
Admin Experience
- Streamlined event creation and setup workflows, making them faster and easier for engagement managers.
- Improved navigation and visual hierarchy for clarity and efficiency.
- Enhanced event insights, allowing admins to better track performance and participation.
Game Console Redesign
- Added onboarding to orient new players and guide first-time users through gameplay.
- Clarified challenge status with clear indicators for completed vs. in-progress tasks.
- Overhauled the leaderboard for stronger motivation, visual appeal, and real-time performance tracking.
- Enhanced accessibility through contrast, labeling, and consistent iconography.
Example Scenario
Ethan discovers a clearer path to victory
Ethan, a cloud practitioner preparing for his certification, visits the new AWS Jam site. He immediately understands what the product offers and books an event within minutes using the clear, self-service flow.
When the event begins, a quick onboarding guides him through the game console. He can see where to start, track his completed challenges, and watch his name climb the refreshed leaderboard.
The streamlined experience keeps Ethan focused, motivated, and eager to return for his next Jam.
Results & Impact
