Amazon Ads Foundations Certification
I led the end-to-end redesign of the Amazon Ads Foundation Certification, transforming a fragmented learning experience into a streamlined, data-informed program aligned with learner needs and business goals. Leveraged AI-assisted content analysis and learner insights to create a more intuitive, relevant certification experience that improved comprehension, engagement, and outcomes across diverse audiences.
Impact at a Glance (30 Days Post-Launch)
62%
+62% increase in assessment pass rate (11.6% → 18.74%)
34%
+34% increase in successful completions (113 → 152)
83%
83% learner satisfaction, maintaining high-quality experience
Amazon Ads Foundations Certification Design
The Challenge
The original certification was designed for scale but resulted in cognitive overload, inconsistent learner outcomes, and fragmented instructional flow.
Key issues included:
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Dense, text-heavy modules that reduced comprehension
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Inconsistent sequencing across foundational and applied concepts
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High cognitive effort required to extract core ideas
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Limited reinforcement of real-world application
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Learner drop-off and uneven assessment performance
Learning Strategy & Instructional Design Approach
In this 30-second walkthrough, I explain the core instructional design decisions behind the redesign—including cognitive load reduction, scaffolding, multimedia learning principles, and performance alignment.
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Why I reduced cognitive load
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How I structured scaffolding
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How multimedia design improved retention
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Why the shift to performance readiness mattered
Design Thinking Walkthrough
Solution Overview
To address these challenges, I redesigned the certification into a streamlined, scalable learning experience.
Key Improvements:
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Reduced total learning time by 36% (258 → 164 minutes)
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Consolidated from 6 courses → 5 streamlined modules (10–11 min each)
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Simplified technical language to improve clarity and accessibility
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Restructured sequencing to improve flow and comprehension
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Integrated video learning to increase engagement and retention
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Eliminated redundant content and improved content hierarchy
Explore the Certification
Click through the images to see examples of the learning activities.
Voice of the Learner
Learner feedback validated improvements in usability and comprehension within 30 days of launch:
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30+ respondents reported increased confidence and career applicability
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20+ highlighted improved structure and clarity
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Learners noted stronger understanding of Amazon Ads systems and campaign optimization
Strategic Systems & Scale Improvements
Beyond redesigning content, I introduced scalable systems to improve future certification development:
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Standardized certification design and review framework
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Created documentation system for instructional consistency
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Introduced retrospective analysis model for continuous improvement
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Developed onboarding guidance to accelerate new team member alignment
Amazon Ads Foundations Videos
Click to explore example video elements of the Amazon Ads Foundations Certification.
