How to Ship Successful Product Design like Amazon

We all know by now that Design needs to take more of center stage in modern product development. Studies have proven that when design has a voice at the table from the start, business and their products thrive. Pablo Pérez-Bedmar Fernández is here to tell us how to make that happen.

Meet Pablo Pérez-Bedmar Fernández

Pablo led the launch of innovative delivery programs that increase speed (i.e., faster than next-day in main cities) and handled all customer-facing shipping policies for Amazon in Spain and Italy. He was the owner of shipping revenue goals, actions, and impact from different programs and initiatives. He also acted as a link between Retail teams and Operations in the preparation of special events and peak season (2018 at EU level).

Pablo Pérez-Bedmar Fernández

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What Does Successful Product Design Look Like?

Start in the right place

It’s vital to remember who you are building for, and that means starting with your customers:

  • Who are your customers?
  • What needs are they trying to fulfill?
  • Start with the customer and work backwards
    • Press Release
    • FAQs
    • Visuals

Think about vision

  • Company
    • Business
    • Department
    • Program
    • Product
    • Feature

Product Design: Step-by-Step

  1. Make sure you understand the scope of your product
  2. Learn and be curious
    • Everything that is needed for your product
      • Dive deep when needed
      • Ask, ask and ask again
      • 5 Whys if necessary
    • Everything that surrounds your product
      • Typically other teams
      • Ask, but not too much
      • Don’t challenge
  3. Simplify your decisions
  4. One-way-door vs. Two-way-door
    • One-way-door
      • You can’t get back to the initial state
      • Extremely hard or painful to take back
      • Long decision process
      • Hypothesis well supported
    • Two-way-door
      1. If customers don’t like it, you can take it back
      2. Not pain-free
      3. Shorter decision making or fewer approvals needed
      4. Great to empower people, tests and take risks
  5. Collect as much feedback as you can
  6. CX Bar raiser vs. Alpha/Beta customers
    • CX Bar raiser
      1. Internet
      2. Bold feedback
      3. Empowered
      4. Positive
    • Alpha/Beta customers
      1. Real test
      2. The sooner the better 
      3. Always qualitative


Over time, a product will become obsolete; a commodity. Never consider design as “just a phase.” Lastly, Pablo advises product designers to never stop designing.

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