What if Amazon joined the marketplace for interactive drawing tablets?

Disclaimer: this is a personal project and does not reflect any views or technology of Amazon or its subsidiaries.

Interactive drawing tablets by Wacom, Microsoft, Apple, Samsung, and Google.

With some of the largest names in technology joining the marketplace for interactive drawing tablets, this trend has yet to be taken up by Amazon and has now created a gap in their product lineup. This is my ideation process and suggestion for what Amazon could do if they decided to enter the interactive drawing tablet marketplace.

Who is the user?

For Amazon to be successful in this market they would need to develop a specific design/design ideology that would differentiate themselves amongst their competitors and draw in sales. Focusing on the users working in creative industries, often referred to as “creatives,” would be a good demographic of people to target. Some examples would be artists, photographers, chefs, musicians, architects, designers, etc. This demographic’s primary needs are centered around clean aesthetics, smart technology, a functional interface, and a seamless experience that offers easy integration into their unique lifestyle.

Keeping it in the family.

Amazon prides themselves on providing a premier digital service experience and a well thought out product design at an affordable rate. They frequently use Apple as an example to advertise that they can provide similar if not better features at a lower price point. For Amazon to step into this particular market, they would need to price the tablet at around $399.99 USD to market the product as a luxury good above the cost of the Kindle Oasis ($289.99 USD) in their lineup and remain below Apple’s iPad Pro models (starting at $629.00 USD).

Design Process

I started my process by looking at creative career fields and determining a set of needs for each one. This process helped me to define a feature set so that I could visualize which areas had cross over potential to users and start to put features in order of importance. Next I collected imagery to help define what I wanted the visual aesthetics of the product to look like and help show scenarios of use. Then I sketched concepts based on the inspiration board, printed them at full scale, and interacted with them in the context of my target users. Finally I chose a concept direction and went into rendering the final product.

Inspiration Board: Futuristic Lite

FLEX by Amazon

The FLEX is a large tabloid sized interactive touch display that is specifically designed for creatives. FLEX features a flexible OLED display with 10 finger touch capability. FLEX is enabled with all of the experiences you love such as Alexa, Prime media, and features the all new Amazon FLEX interface which allows the user to quickly switch workflows on the left interaction bar, and access frequently used functions on the right interaction bar.

Interaction Bars

FLEX has a satin finish aluminum alloy interaction bar on each side of the device that has a geometric cut out with a small edge for tactile feedback on where to locate fixed interaction points to navigate through workflows and hot keys. The interaction bars also have a magnetic strip on the bottom and outside of each bar to allow magnetic hanging to share the FLEX display in a group setting and to hold the Amazon Artist Pen (released the quarter after FLEX.)

Amazon Workflow App

Amazon will roll out a companion app called Amazon Workflow to accompany the FLEX. This app allows Amazon, users, and independent developers to design custom workflows to suit their needs and can be pushed to their FLEX device to access on the left interaction bar. This can also open up an opportunity to gain extra revenue by charging customers a fee to buy extra workflows. Extra workflows can be tailored to; readers who would prefer a larger interface and layout of the nostalgic newspaper, hikers and adventurers to have interactive maps, students who wish to watch tutorials and do homework at the same time, and many more.

FLEX Accessories

Because FLEX has a flexible OLED screen, it can be folded in half or rolled up. The magnetic interaction bars will connect together and hold the screen in the desired form. The rolled shape allows for a unique set of accessories that are familiar and helpful to architects and artists and takes up less surface area than a laptop if the user is a frequent rider on a bus or train. Accessories can be built out through Amazon or by third party companies and then sold on Amazon.com.

Again this is a personal project and does not reflect any views or technology of Amazon or its subsidiaries. Thank you for reading, I would love to hear any feedback you have!