# Sivan Baum > UX Designer @ Amazon (Kindle) | UX Strategy & 0→1 Product Design | Turning User Behavior into Product Direction | AI Accelerated Execution, Human Led Strategy Location: United States, United States Profile: https://flows.cv/sivan Most teams treat UX as execution. I use it to define what gets built. At Kindle, I turn user behavior and research into product direction, shaping 0→1 experiences and systems used by millions of readers. My work focuses on identifying patterns in how people actually use products, and translating those insights into decisions, interaction models and scalable systems. I’m especially drawn to ambiguous problem spaces, where the challenge isn’t just designing a solution, but defining the path forward. I’ve led new product initiatives from concept through launch. Across this work, I focus on building experiences that feel intuitive, reduce friction and support real user behavior at scale. I use AI to accelerate execution and exploration, which allows me to focus more deeply on strategy, behavior, and long term product thinking. The best products don’t feel like effort, they feel natural, intuitive and almost invisible in use. That’s what I aim to build. ## Work Experience ### User Experience Designer II @ Amazon Jan 2022 – Present | United States I lead strategic product design initiatives for the reading experience on Kindle, focusing on long term experience evolution and scalable systems thinking. During my time at Amazon, I have defined and secured adoption of a multi year product vision that informed phased roadmap investment that translated into shipped outcomes, including three customer facing features and a reusable UX framework. ### Co-Founder, Product & Service Design Lead @ GetuWell Jan 2021 – Jan 2022 | Atlanta, GA Co-founded and scaled high volume COVID-19 testing operations, leading the design of integrated digital and physical service systems under rapidly evolving public health constraints. Directed operational workflows, staffing and intake redesign to increase throughput and eliminate bottlenecks. The experience sharpened my ability to build resilient systems and lead cross functional teams in high ambiguity environments. ### User Experience Designer @ Rokt Jan 2020 – Jan 2021 | New York, NY Led experimentation driven design initiatives focused on optimizing checkout and monetization experiences within a high scale performance marketing platform. Partnered closely with Product and Data to translate behavioral insights into iterative design improvements, using multivariate testing to refine messaging, layout strategy and conversion performance. ### User Experience Designer @ SWIFT SHIFT Jan 2019 – Jan 2020 | New York City Metropolitan Area Served as the sole designer across three products within a multi sided B2B marketplace connecting healthcare facilities and nurses. Embedded in customer environments to conduct ethnographic research across schedulers and frontline staff, diagnosing workflow inefficiencies and digitizing manual coordination systems. Partnered directly with founders to shape product direction, grounding roadmap decisions in structured research and scalable experience architecture. ### User Experience Designer @ OUTFRONT Media Jan 2018 – Jan 2019 | New York City Metropolitan Area Contributed to the design and research of internal SaaS platforms supporting advertising operations at scale. Led mixed method research initiatives and translated insights into product improvements that enhanced usability and workflow efficiency. Helped embed user centered design practices into cross-functional development processes. ### User Experience Intern @ OUTFRONT Media Jan 2017 – Jan 2018 | Greater New York City Area ## Education ### Bachelor of Science (B.S.) in Marketing Business Analytics Yeshiva University ## Contact & Social - LinkedIn: https://linkedin.com/in/sivanbachar --- Source: https://flows.cv/sivan JSON Resume: https://flows.cv/sivan/resume.json Last updated: 2026-03-29