Case studies
Amazon Devices Product Pages Re-envisioned
Redesigned the most important transactional surface for Amazon Devices, simplifying a feature-heavy detail page around a single customer job—launching 14 improvements that drove 1.5M incremental unit sales and a 9-figure revenue lift.
Amazon Devices Brand Sites
Built brand storefronts for Alexa, Kindle, and Fire TV from scratch inside Amazon.com—creating the first destination where customers could discover an entire product portfolio and engage with a brand story, not just a single product—driving 36.6M sessions in the first 6 months and a 9.1% conversion rate increase among customers who engaged with both storefront and detail page.
VELA AI-Ready Design System
Proposed, resourced, and launched an AI-ready design system that enabled agentic AI workflows across Amazon Devices—turning a VP-level aspiration without a plan or resources into a force multiplier for design, engineering, and product teams.
Just Walk Out Technology Communication System
Identified a customer confusion problem that was costing Just Walk Out Technology retail partners—and built a standardized communication system from scratch that gave customers the mental model they needed to walk in, shop, and leave efficiently, securing $1.3M in funding and enabling the go-to-market team to scale new store launches without starting over every time.
Just Walk Out Technology Design Jam
Designed and facilitated a 125-person cross-functional innovation workshop that generated 15 new business concepts for Just Walk Out Technology—several of which gained traction with leadership and were connected to business development teams for further exploration.