Amazon Ads — GenAI Experiences

Design lead for AI image generation experiences across a B2B2C platform, spanning customer-facing experiences, enterprise systems, and AI-powered workflows.

• Scaled the AI Image Generator, designing transparent, controllable AI workflows with Product, Science, and Engineering. Grew adoption from 2.5K to 46K (+1,880%) and monthly AI-generated ad revenue from $828K to $7M (+745%) in one year.

• Shaped the North Star vision for AI-powered creative experiences in collaboration with UX Research, grounding strategy in user mental models and trust formation.

• Drove co-creation workflows for moments of user uncertainty, establishing editing and guidance frameworks. Launched five features, reducing negative feedback by 15% and increasing image usage by 20%.

• Led AI transparency and disclosure patterns across global regions in partnership with Legal and Content.

• Established a personalized recommendation framework grounded in user and business value, driving prioritization and enabling three feature launches that increased adoption by 31%.

• Scaled user-centered practices by piloting a designer-led research framework and facilitating design thinking workshops, enabling faster iteration and higher-confidence decisions across teams.

• Mentored junior designers with an emphasis on empathy and trust building.

Amazon Ads — Sponsored Display (Customer & Advertiser-Facing)

Led mobile carousel ads creation and seven Sponsored Display features, contributing to a 23% increase in ad impressions and 15% revenue growth.

Sole Product Designer at a fast-growing startup, owning 0→1 service design and experience improvements across digital and physical touchpoints within a complex, multi-stakeholder service system.

• Sole Product Designer at a fast-growing startup, owning 0→1 service design and experience improvements across digital and physical touchpoints within a complex, multi-stakeholder service system.

• Redesigned high-stress claims workflows, addressing moments of distress and uncertainty; reduced support tickets by 31%.

• Led 0→1 service innovation, creating self-service and support experiences across web, mobile, and operational workflows; increased booking rates by 48% and reduced operational costs by 34%.

• Designed for multiple user profiles—customers, support agents, movers, and warehouse teams—balancing operational efficiency with user care.

• Conducted qualitative research (10+ studies, 30+ participants) to surface moments of confusion, distress, and trust erosion, translating insights into actionable improvements.

• Ran 8 rapid experiments to improve conversion across key touchpoints; 3 advanced to A/B testing, contributing to a 69% increase in conversion rate.

Win-kel offers an Airbnb-like service for self-storage. I designed end-to-end experiences for their consumer mobile app, collaborating closely with CEO, Design, Engineering and Marketing.

• Collaborated with Design Lead on creating a new UX flow for renters on Item Description; developed the design from user research to hi-fi prototype

• Updated Win-kel design system on consolidating icon styles and introducing dark mode icons

• Worked closely with CEO and engineers to design a new flow for hosts to edit their listings

• Collaborated with Marketing Lead on updating Win-kel website and marketing brochure

• Designed customized icons based on material design.

Worked in an international design company on developing identities for brands including Autodesk and Skanska, recreating brand experience in central Europe market and

implementing strategic design solutions for their workplace in Germany and Poland.

• Designed color palette, mood board and brochure for marketing

• Led and facilitated design workshops with stakeholders

• Conducted in-depth research on brand’s history, value and public image

• Rapidly produced multiple design solutions based on feedback

• Implemented the brand identity into interior design for their workplace environment

• Conducted Space Utilization Studies on M Moser’s office environment; finished a report with data visualization on utilization heatmap, problem definition and strategic design on improving office space utilization;

• Interior design on multiple workplace environment projects in Bay Area;

• Revit Template Work