Leading GenAI monetization omni-channel project. Spearheading end-to-end vision, presenting to senior leadership, and guiding cross-functional teams (business, PM, engineering) through roadmapping and full-stack design, encompassing UX, UI, User Research, and content strategy.

• Designed the UX for Amazon’s flagship credit cards, introducing a GenAI assistant across iOS, Android, and web platforms. Defined key features: card servicing (security, identity verification, passkey, biometric authentication), card management, account linking, onboarding, payments, transactions, statements, and autopay. Proven success with reduced attrition rate and increased card usage/adoption.

• Established a UI library for consistent UX across Amazon cards globally.

• Collaborated with the Alexa GenAI team to refine voice user interface (VUI) and conversational UX for account notifications and payment reminders.

• Led UX team in delivering end-to-end consumer financing experience, leveraging AI-driven optimization for the shopping funnel. Conducted 4 rounds of user research and 2 rounds of A/B testing across search, detail page, cart, checkout, post-shopping, and the B2B seller platform. Boosted installments-eligible product rendering, driving quarter a million in annualized Order Product Sales.

• Developed a global framework and design system for consumer financing to ensure a unified and cohesive customer journey across all regions.

• Collaborated with cross-functional teams and leadership to create roadmaps for the installments customer journey, covering all stages from Search and Detail Page to Cart, Checkout, Payments, Onboarding, and Post-Shopping experience.

Developed and executed a comprehensive UX design strategy for enterprise solutions, B2B platform, and internal dashboards, with a key focus on AI-driven initiatives (automation, financial planning/forecasting, fraud detection). This included persona development, journey mapping, wireframing, data visualization, prototyping, and usability testing, resulting in increased adoption rate, plans run time, and improved accuracy.

• Defined customer journey and UX artifacts for account offers, shopping, comparison, recommendation, and onboarding for mobile (iOS and Android) and public site while considering all legal, compliance, and accessibility constraints

• Redesigned CX and optimized the site for consumer deposit products, including Checking Accounts, from MVP wireframes to responsive prototyping and rapid testing

• Led multiple rounds of rapid prototyping, usability testing, and A/B testing to define experiences for online and mobile banking, payments, financial education, and onboarding