Amazon Curio: Amazon Aging Research
Amazon Sponsored Capstone Project
Amazon Curio is a completed platform with 3 connected channels: from hardware hobby kit paired with a companion mobile app for progress tracking, project showcase, and social engagement, alongside in-store retail touch points to close the O2O loop.
Timeline
January 2026 - May 2026
Team
Product Design Lead <-Me
Product Manager x 2
Design Strategist
Product Designer
Skills
UX/UI design, Web design, UX research, Product management
The Discovery
We started the research addressing a common bias: that older adults are reluctant to adopt digital tools.
However,
"I came across the town to the return center…I do not feel unsatisfied, I kinda enjoy talking and return my stuff here."
——customer (60)
"I am used to come to Whole Foods alone, everything is familiar and people are always nice to talk with…"
——customer (72)
"People who have trouble using kiosk are mostly students…not the elderly…they always came to the desk since they love to have a talk…"
——return center receptionist (52)
The barrier isn't technology—it's the lack of considering autonomy and dignity.
The Problem
HMW support adults in active aging to sustain exploration and connection?
The Research
We focused on life stage, not chronological age.
Our primary users are recently retired, independent adults who are exploring new routines and interests while managing their time, energy, and social relationships more intentionally.
They are digitally capable and motivated to try new things. Their challenge is not access to activities—it is finding an experience that feels personally meaningful, manageable, and easy to continue.
The Market
Aging is no longer about winding down; it’s about recalibrating.
1 in 5 Americans
will be 65+ by 2030
which means…
%
%
of global consumer spending
of total U.S. financial wealth
But why Amazon?
Amazon already owns many of the fragmented touchpoints in the hobby journey:
Amazon Touchpoints Mapping
We will continue the Amazon ecosystem and transition people's mind from
“Amazon helps me buy the things I need.”
to
“Amazon helps me discover what I want to become—and gives me a clear way to begin.”
Introducing Amazon Curio
Curio, from curiosity to continued growth.
1
Discover
Discover Curio through the Amazon platforms.
2
Personalize
Customize your own Curio based on relevant
experiences.
3
Begin
Scan to start a complete, ready-to-use experience.
4
Grow
Grow your own curios and explore nearby community .
What I learned
This project entirely changed how we understood aging.
The opportunity was not to make an existing experience larger, simpler, or more accessible for an older audience. It was to recognize retirement as an identity transition and design a system that supports curiosity, confidence, and continued participation.
Curio demonstrates how physical products, digital guidance, and lightweight social connection can work together to create value beyond a single transaction.
——The final product is not the box. It is the momentum that continues after it arrives.