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But the team allocated tremendous amounts of the phone’s processing resources to triangulating the position of a user’s face to the screen, to create a parallax effect. After all, even a library stacks its books in clean, flat rows for a reason.

That was illogical to Ficklin and most other designers who were focused on user experience. When his team visited Amazon’s Seattle offices, they were banned from taking Ubers, which could theoretically be tracked, or even from entering the building through the same entrance, lest an eagle-eyed reporter notice.įicklin was never in a meeting with Bezos himself, but he got feedback-notably that the screen needed to be 3D, and more 3D, with layers of graphics and animations that popped out from the screen. Eight perfectly clean human bodies, working on laptops that were required to stay in that room over the course of months, eventually permeated the space with an unavoidable biological odor. This level of security ensured no wireless signals could go in or out to leak information on the product. The unexpected is cool,” he wrote then.įicklin 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. As he said in an early memo, he wanted Amazon to be like Apple or Nike, “loved” by customers and perceived as “cool.” Developing a premium smartphone could ascend Amazon to the rare air of Apple, transforming it into a company that could make covetable things. But it was too utilitarian to be an object of desire, the sort of budget device you’d expect from a budget retailer. The Kindle was a breakthrough e-book reader, sure. The Fire Phone was going to be Amazon’s arrival in the design world. 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.