Designing Commerce Ecosystems at Scale
As Senior UX Design Manager for Amazon Devices, I lead the design strategy for how millions of customers discover, evaluate, and purchase beloved brands like Alexa, Kindle, Fire TV and Ring worldwide across Amazon's highest-traffic retail surfaces—owning experiences from homepage to checkout for a 400+ person sales and marketing organization. I serve as the strategic design voice in cross-functional planning, shaping roadmap priorities, influencing executive investment decisions, and connecting customer experience strategy to business outcomes including conversion, revenue, and brand perception.

Positioning Design as a Strategic Business Function
I build and lead design teams that operate as strategic partners to product and engineering—not just execution resources. That means establishing the culture, operating rhythms, and organizational relationships that give designers the context and credibility to influence decisions upstream, advocate for the customer in rooms where design isn't always represented, and deliver work that moves business metrics. At Amazon, that's included rebuilding a team following significant org attrition, hiring for capability gaps before the org knew it needed them, growing and promoting designers into expanded roles, and introducing an AI-ready design system that force multiplies design’s impact. I’ve also raised the bar for design talent organization-wide, helping establish Amazon-wide hiring and calibration guidelines that shape how design is evaluated and developed across the company.

Designing Next-Generation Physical Retail Experiences
As Principal UX Designer for Amazon Physical Stores, I led service design and end-to-end customer journey strategy across emerging store formats and technologies—Just Walk Out, Amazon One, Dash Cart, app-based payment, and point-of-sale systems. That included defining the vision for next-generation store formats enabling expansion beyond 100+ stores, leading a 0→1 RFID-powered Just Walk Out experience piloted with the Seattle Kraken and scaled to Amazon Music concerts, and securing $1.3M in investment to build a scalable customer communication system across diverse store configurations.

Driving Omnichannel Innovation
Was hand-picked to lead UX design for the post-acquisition Amazon–Whole Foods integration team with a dual mandate: preserve what made Whole Foods Market a beloved brand while identifying which Amazon programs and experiences were the right strategic fit for both businesses. That required operating as much as a diplomat as a designer—building trust with Whole Foods leadership, elevating the role of UX design and research within a company that was still developing its design practice, and raising the standard for experience quality across the integration. The result was a cohesive omnichannel ecosystem connecting Prime, Just Walk Out, Amazon One, Alexa, and supply chain optimization to Whole Foods' physical retail environment.