Amazon
Art Direction | Product Design | Marketing Campaign Design | Motion Design
I was the Art Director and Visual Designer on the Amazon Delivery Experience (ADX) team. I designed scalable UI/UX patterns that supported a consistent, accessible experience across Amazon’s shopping and post-purchase journey. In addition to systems-level design, I lead art direction and execution for customer-facing assets including homepage campaigns, landing pages, email notifications, iconography, and micro-animations. I managed my own project intake, collaborated across teams, and ensured all work aligned with Amazon’s brand and experience standards.
AI-Assisted Creative Direction
Four AI-assisted creative directions explored before converging on a final solution, each rooted in Amazon Now's style guide while thoughtfully pushing the brand into new visual territory.
As an Art Director supporting the Amazon Now team, I leveraged AI tools to accelerate creative exploration and establish a bold new visual direction for promotional materials. Using Amazon’s internal AI tools to pressure-test concepts and bring ideas to life, the process expanded what was possible while keeping human craft and brand judgement at the center. The resulting direction was scaled into a banner design tool I vibe-coded with Figma Make, streamlining production across our team of 7 designers.
Impact
Introduced a packaging-inspired Kraft color treatment that expanded Amazon Now’s visual identity beyond its primary orange palette
Established a benefit-led messaging strategy that puts customer value front and center, elevating the brand voice
Reduced banner production to a single streamlined workflow, empowering designers to focus on higher-order creative work
Enforced brand consistency across all banner outputs, regardless of designer or campaign
The Figma Make banner design tool in action, allowing designers to select a theme, input messaging, upload imagery and download a production-ready asset in minutes.
Final banner assets live on the Amazon Now shopping page, maintaining brand consistency across campaigns.
Email Notification Redesign
As Art Director on Amazon's post-purchase experience team, I led the redesign of three core transactional email notifications including Order Confirmed, Shipped, and Delivered. The goal was to elevate the Amazon brand and improve the customer experience by prioritizing usability, accessibility, and consistency with Amazon's in-app design standards. The redesign was grounded in customer research and competitive analysis, ensuring every decision was informed by real user needs.
Impact
$100M annualized increase in order-related revenue driven by the redesigned delivery notifications
$55.4M annualized cost reduction as customers could view order details directly in email, reducing unnecessary site visits
$11.9M reduction in gross concessions across Shipped, Ordered, and Delivered notifications combined
63K reduction in first-time delivery failures driven by improved order clarity in Shipped and Ordered notifications
$1.7M increase in contribution profit attributed to the Delivered notification redesign
I partnered with the ADX UX Research team to conduct a ranking exercise across three notifications, asking participants to prioritize the information most important to them at each stage of the delivery journey. The findings directly informed our design decisions and helped align the team around a clear information hierarchy.
Three distinct creative directions explored before converging on the progress tracker approach for its visual consistency with the Amazon app and reduced cognitive load.
Holiday Cheer Experience
As Art Director on Amazon's post-purchase experience team, I led the design of the Holiday Cheer Experience, bringing surprise and delight to customers through festive themes and animation across the post-purchase journey. Working within Amazon's holiday style guide, I seamlessly integrated holiday colors and imagery into the page UI without compromising core functionality or design system integrity. I partnered closely with the development team to ensure the final shipped experience faithfully matched the original design concepts, maintaining visual quality and brand integrity across every touchpoint.
Impact
$400M in attributed customer sales
$56.7M increase in contribution profit
0.23% reduction in customer concessions
The Your Orders and Progress Tracker pages dressed in a Black Friday theme, integrating festive visuals into the UI while preserving core functionality and design system standards.
An animated Amazon delivery vehicle I designed in Illustrator and brought to life in After Effects, adding a playful brand moment as customers tracked their holiday deliveries.