Amazon

Whispercast made it easy for schools, districts, and enterprises to distribute digital content, Kindle eBooks, apps, documents, across tablets, Chromebooks, and desktops. But a good product isn’t the same as adoption at scale. Amazon needed a story and a system educators and IT managers could understand and trust quickly, not just a feature list.

That meant reintroducing Whispercast to two very different audiences with distinct messaging, simplifying a genuinely complex feature set into something a busy teacher or IT director could act on in minutes, keeping everything aligned with Amazon’s evolving visual identity, and building in real analytics through Marketo so the campaign’s performance could actually be measured, not just felt.

I worked directly with Amazon’s marketing, product, and legal teams to align design direction and messaging across every internal stakeholder, running strategic workshops and rapid design iterations to land on one acquisition framework combining UX, storytelling, and automation.

Four things anchored the work: defining audience segments and mapping the journey from awareness to activation, building a flexible visual system that worked across Amazon’s education and enterprise sub-brands, producing the actual campaign assets, landing pages, email templates, creative, and wiring all of it into Marketo so engagement and effectiveness could be tracked in one place instead of guessed at.

Two landing pages, built for two different readers. The K-12 page focused on classroom setup, centralized content management, and Student Information System integration. The enterprise page led with content distribution, device control, and policy management for corporate training. Both used custom iconography, tight copy, and a direct call to action, “Get Started” or “Register for Webinar”, and both were A/B tested on layout and CTA placement to improve conversion rather than guessing at what would work.

A multi-stage email campaign, not a single blast. An install-base series announced improvements to existing users under subject lines like “You spoke. We listened.” An acquisition series reached new educators and IT buyers through list rentals and Amazon Education partnerships. A dedicated welcome series onboarded teachers and district administrators through Amazon Inspire. I presented Amazon two creative directions, one photographic, one illustrated, both built around student imagery and the idea of simpler learning, smarter management. Photography won, paired with supporting icons for accessibility and ease.

One consistent icon system, used everywhere, landing pages, email templates, and Amazon’s own internal presentation materials, so the same visual language showed up whether someone was reading an email or sitting in an internal review meeting. The goal was making genuinely technical infrastructure feel approachable to someone with five minutes and no patience for jargon.

Marketo wired into everything. Every campaign asset fed into Marketo tracking, open rates, click-throughs, conversions, behavior across each stage of the funnel, with segmentation split cleanly between K-12 and enterprise audiences and dynamic, triggered follow-ups instead of one-size-fits-all sends. Every design decision had a number attached to it somewhere downstream.

The relaunch drove real engagement across Amazon’s education channels: existing users re-engaged through personalized reactivation emails, new user acquisition grew meaningfully in the first campaign cycle, and A/B-tested landing pages improved conversion over the unoptimized baseline. Amazon’s presence in both the K-12 and enterprise education sectors strengthened as a result.

Just as important, the work simplified how Whispercast’s value got communicated at all, gave Amazon’s education communications one consistent voice instead of several, and left internal teams with modular assets they could reuse in future campaigns without starting over.

This was a four-month engagement, start to finish. Amazon later discontinued Whispercast as part of a broader shift in their education product strategy, unrelated to how the relaunch performed. It’s a reminder that even strong campaign work operates inside decisions made well above where the work actually happens.

I worked in direct collaboration with Amazon’s Education Marketing Team, their copywriters, and legal reviewers, refining messaging and tone with Amazon’s own writers, delivering modular templates their internal teams could scale on their own, and coordinating with product and marketing leadership through every approval and rollout stage. The pace was fast, the team was global, and staying aligned across that many stakeholders was as much a part of the job as the design work itself.

Strategic design and marketing integration is what actually turns awareness into adoption. Blending creative storytelling, UX strategy, and marketing automation is how I helped Amazon’s education platform connect with the educators and institutions it was built for, not through any one flashy asset, but through a system where every piece reinforced the others.