The Complicated Design Legacy of Jeff Bezos
We talked to more than a dozen designers, many of whom worked with Bezos on Amazon’s most important products, as he steps down as CEO
By Mark Wilson
Amazon can squeeze a lot into a box.
Jared Ficklin was part of a secret team at a prominent design firm tapped with helping design and develop a watershed device from Amazon, the Fire Phone. The Fire Phone was going to be Amazon’s arrival in the design world. The Kindle was a breakthrough e-book reader, sure. But it was too utilitarian to be an object of desire, the sort of budget device you’d expect from a budget retailer. Developing a premium smartphone could ascend Amazon to the rare air of Apple, transforming it into a company that could make covetable things. This was important to Jeff Bezos. As he said in an early memo, he wanted Amazon to be like Apple or Nike, “loved” by customers and perceived as “cool.”
“Risk taking is cool. Thinking big is cool. The unexpected is cool,” he wrote then.
Ficklin worked for months under clandestine conditions he had never experienced before: inside a faraday cage, or an electrified room, with walls that blocked wireless signals. This level of security ensured no wireless signals could go in or…
