Hi, I'm Kristy.
I design systems that shape how millions of people experience products every day.
I lead strategy and design at the intersection of personalization, scale, and human behavior. My work focuses on how products decide what to show, when to show it, and why, shaping how people discover value, build habits, and engage over time.
I build systems that adapt to individuals while scaling across global platforms, turning complexity into clarity for hundreds of millions of customers.
Experience & Impact
Download resume
2017 → Present
Amazon, Principal UX Designer
I lead experience design across Prime membership, retail, and streaming, defining the systems, strategies, and frameworks that shape how hundreds of millions of customers engage with Amazon every day.
Strategy & Systems
I authored the WW Prime Personalization Framework, defining how Amazon treats over 200M+ members as individuals, not segments.
I developed the Value Communications Framework, establishing how Prime benefits adapt across the full customer lifecycle, from acquisition through long-term retention.
I led the CX elevation system, increasing experimentation velocity by 130% and enabling scalable personalization across global surfaces.
I developed the Value Communications Framework, establishing how Prime benefits adapt across the full customer lifecycle, from acquisition through long-term retention.
I led the CX elevation system, increasing experimentation velocity by 130% and enabling scalable personalization across global surfaces.
Product & Experience Design
I designed end-to-end Prime membership experiences across 26 global markets, shaping how customers discover, evaluate, and engage with value.
I led the IMDb TV mobile experience from zero to launch, defining ad-supported streaming patterns informed by competitive analysis across Netflix, Hulu, and Prime Video.
I designed Amazon Luxury Stores, establishing a premium, brand-controlled commerce model featured in Vogue.
I led the IMDb TV mobile experience from zero to launch, defining ad-supported streaming patterns informed by competitive analysis across Netflix, Hulu, and Prime Video.
I designed Amazon Luxury Stores, establishing a premium, brand-controlled commerce model featured in Vogue.
2016 → 2017
Demac Media, Lead Senior UX Designer
Led UX for a fast-moving digital commerce agency, designing retail experiences for some of Canada's largest brands. This is where I learned to move fast, make decisions with incomplete information, and translate a client's world into something their customers actually wanted to use.
2012 → 2016
CIBC, Creative Lead/UX Designer
Co-led an innovation hub redesigning one of Canada's largest banks from the inside out — building financial experiences for the next generation of customers. Four years of learning how to design trust into products that people depend on.
2008 → 2012
Gel Creative · Bell Canada · Allied
Where it all started. Agency work, front-end development, media design. Learning the craft from the ground up.
Perspective
I spend much of my time with art, words, music, movement, visual storytelling, and am often travelling to different places and environments. I’m drawn to rhythm, composition, emotion, and the quiet details that shift across contexts and shape how the world is experienced.
It’s the same lens I bring into my work, defining systems that scale without ever losing intention.
It’s the same lens I bring into my work, defining systems that scale without ever losing intention.