Context
Amazon’s consumer electronics group was experimenting on the edges — cloud gaming, VR/AR, deep partner integrations. The work required a team that could think in North Stars and then carve them into shippable steps.
Approach
We built a core experimentation team working from customer research outward. We prototyped against a clear vision, then handed dev teams concrete milestones to deploy against. User testing and metrics analysis tightened the loop as we went.
VR exploration
Spatial commerce and gaming overlapped on the consumer-electronics team. The clip below is from one of the prototypes from that era.
Outcome
Luna launched as Amazon’s cloud gaming platform. The consumer-electronics partner work shipped across multiple surfaces. The team’s North Star approach became a template other groups later adopted.