# Rashmin Aramkuni > Lead Designer at Amazon Payments Location: Palo Alto, California, United States Profile: https://flows.cv/rashmin Product design leader passionate about turning complexity into clarity, blending strategy, systems thinking, and human insight to craft experiences that scale with purpose. With a foundation in Architecture, Product Design, and Visual Communication, I bring a multidisciplinary lens to building cohesive product ecosystems. At Amazon, I have led design for Payments and Search, helping millions of customers discover, evaluate, decide, and pay with confidence. My work has shaped frameworks that powered hundreds of experiments and $200M+ in incremental revenue for Amazon Search, and established classification and pattern systems that define how payment methods are registered and scaled globally. These foundations continue to guide multi-year roadmaps and cross-functional alignment across the organization. At Yahoo, I led design for large scale consumer experiences in web and multimedia search, driving launches that generated tens of millions in additional revenue. At Symantec, I developed frameworks that unified enterprise tools into a cohesive product portfolio, balancing technical depth with usability and design clarity. I am now exploring how AI and intelligent systems can accelerate design and commerce, helping teams build adaptive, human centered solutions that combine creativity, data, and trust. ## Work Experience ### Design lead @ Amazon Payments @ Amazon Jan 2021 – Present | Sunnyvale, California, United States As part of Payments Design Leadership team, I lead initiatives that define how customers register, manage, and pay using emerging payment methods globally. My focus is on building scalable frameworks that balance innovation, regulation, and reduce cost, while earning customer trust at scale. Currently leading (ongoing): Amazon’s flagship, multi-year Payments initiative to build a unified global framework for launching local payment methods, starting in the UK. Partnering with leading global financial institutions, and regulators, I guide efforts to deliver secure, compliant, and seamless payment experiences. This work extends across Amazon Business, Prime, and AWS, ensuring consistency and customer trust. Frameworks & systems: Created the Payment Method Classification Framework and foundational pattern libraries establishing unified standards for registering, categorizing, and scaling payment methods worldwide. These became the foundation of the design system, driving consistency and rapid delivery across global teams. Cross functional leadership: Orchestrated 20+ global teams to deliver EU-wide compliance initiatives, producing repeatable design playbook that balance regulatory demands with operational efficiency. Product launch co-lead: Provided design leadership and strategic guidance for Venmo’s US launch, working with a lead designer and cross-functional partners to deliver a seamless payment experience. ### Design Lead @ Amazon Search @ Amazon Jan 2017 – Jan 2021 | Palo Alto As part of the Amazon search design leadership team, I led design initiatives that shaped how millions of customers discover, evaluate, and make confident purchase decisions every day. My focus was on creating systems, frameworks, and experimentation models that scaled across teams and markets. Built global experimentation frameworks that empowered product teams to run hundreds of tests and drive $200M+ in incremental revenue. Built frameworks for contextual and AI-generated results (including Alexa Answers integration) to evolve how customers interact with search insights. Led cross functional design sprints to align global product, design, and science teams around a unified experimentation roadmap. Fostering consistency, speed, and innovation across Amazon Search. Redesigned the Amazon Search experience across desktop and mobile, improving engagement and delivering a cohesive, customer- intent-driven journey across surfaces. Partnered with monetization teams to test and refine new ad formats, integrating diverse media types while maintaining design coherence and page integrity. This work helped transform Amazon Search from a feature driven surface into a customer intent driven ecosystem, balancing usability, monetization, and long-term system scalability. ### Design Director -@ Yahoo web search @ Yahoo! Inc. Jan 2017 – Jan 2017 | Sunnyvale, CA ### Senior Manager @ Yahoo Search @ Yahoo! Inc. Jan 2013 – Jan 2017 | Sunnyvale, CA, United States Responsible for Yahoo search user experience across devices. ### Principal Interaction Designer @Yahoo image and video search @ Yahoo! Inc. Jan 2010 – Jan 2013 | Bengaluru Area, India Responsible for multimedia search and Yahoo answers user experience. ### Sr. User Interface designer @ Symantec Corporation Jan 2004 – Jan 2010 ## Education ### MDes in Visual Communication Indian Institute of Technology, Bombay ### MDes in Product Design Indian Institute of Science (IISc) ### Bachelor’s Degree in Architecture National Institute of Technology Calicut ## Contact & Social - LinkedIn: https://linkedin.com/in/rashmin-aramkuni - Portfolio: http://images.search.yahoo.com/ - Portfolio: http://video.search.yahoo.com/ --- Source: https://flows.cv/rashmin JSON Resume: https://flows.cv/rashmin/resume.json Last updated: 2026-04-13