Reimagining Enterprise Packaging Workflows at Global Scale

Certain details in this portfolio have been omitted due to Amazon confidentiality. The work shown is intentionally presented as mock files rather than the actual launched products.

I led a two-year transformation to reimagine enterprise packaging workflows across Amazon’s fulfillment network. The initiative focused on improving safety, quality, sustainability, and associate experience by holistically redesigning the end-to-end packing ecosystem across software, hardware, physical workstations, and automation.

Rather than optimizing isolated tools, we reframed Pack as a connected human-machine system. The work aligned frontline associate needs with operational performance and long-term scalability, while protecting customer trust through safer, more consistent delivery.

My Role

I served as UX Manager and Design Lead, driving the vision, strategy, and executive alignment for this program. I built and scaled the cross-disciplinary team, secured multi-org funding, and established the North Star experience strategy that unified Product, Engineering, Robotics, Operations, Safety, and Ergonomics under a shared direction.

While I do not execute day-to-day design production, I set the experience bar, removed organizational blockers, guided system-level decisions, and stepped into critical design reviews and concept development at pivotal moments to accelerate progress and de-risk delivery.

Customer Insights & Ideation

I initiated and sponsored a global discovery program that shifted the organization from solution-first thinking to a Jobs-to-Be-Done, systems-level UX model, partnering closely with operations leaders, safety experts, engineers, and frontline associates across regions. Through field research, workflow modeling, usability evaluations, and immersive simulations, we identified three core opportunities: reducing decision friction during packing, eliminating high-risk physical tasks, and restoring trust in packaging quality and sustainability. These insights became the foundation for all downstream product strategy and investment decisions.

Experience Strategy & Vision

I co-authored and socialized the North Star Experience Vision, defining the future of packing as a seamlessly orchestrated human–automation system. The vision established principles centered on zero-training workflows, adaptive ergonomics for diverse abilities, embedded automation for high-risk tasks, and accessibility as a baseline. This strategy aligned multiple independent roadmaps into a single, cohesive experience architecture connecting digital workflows, physical workstations, material handling, and automation.

Planning & Scope Definition

I partnered closely with Product, Engineering, and Business leaders to define the multi-year investment strategy, prioritize platforms and workstreams, and continuously balance near-term operational wins with long-term transformation. I secured headcount across design, research, and technologists while establishing governance and cross-organizational operating mechanisms that enabled sustained delivery. Rather than managing features in isolation, I shaped the portfolio through experience primitives and systems thinking, ensuring each workstream contributed to a shared long-term experience trajectory.

Design Execution & Validation (Through Leadership)

While my team executed design and research delivery, I remained deeply engaged at the system and risk-management level. I program managed immersive VR-based ergonomic testing, guided physical prototyping strategy, and drove executive decision-making through experience storytelling. I ensured validation was directly tied to safety, usability, training time, and productivity outcomes. At critical junctures, I intervened to accelerate alignment, unblock engineering risks, and protect experience quality under delivery pressure

Leadership

This program required sustained trust across historically siloed organizations. My leadership focus centered on establishing a shared experience language between UX, Mechatronics, Operations, Safety, and Engineering, translating frontline associate needs into executive-level business narratives, and advocating for UX as a strategic systems discipline rather than a surface-level design function. I invested heavily in developing design leaders capable of operating at enterprise scale and regularly presented experience strategy to senior leadership to secure long-term investment and alignment.

Impact

This work directly resulted in a new safety-critical mechanical innovation that materially reduced injury risk in high-volume packing workflows. The solution is now patent pending and has become a foundational element of future workstation strategy. In parallel, the software experience was transformed through rigorous heuristic evaluation, UI trap remediation, and the establishment of shared design tenets, significantly improving usability, training time, and operational consistency. Together, the hardware and software improvements established a common experience language and UX best-practice standard now applied across multiple enterprise systems.

Reflection

This work fundamentally reshaped how I lead at scale. It reinforced that enterprise UX leadership is not about screens or interfaces, but about orchestrating systems, aligning organizations, and protecting human experience inside complex operational ecosystems. The most meaningful outcome was not a single product launch, but the cultural shift toward designing enterprise operations with the same rigor, empathy, and long-term thinking typically reserved for consumer experiences.