Shifted Prime from static, one-size-fits-all experiences to a dynamic system where experiences adapt based on real-time customer signals. Replaced fragmented decision-making with a unified model, enabling teams to operate more efficiently while improving quality and consistency. Established a scalable approach that transformed CX from isolated features into a coordinated system.

Shifted Prime from static messaging to adaptive experiences.
Scaled personalization across 25+ global markets.
Drove large-scale member acquisition and revenue growth
Established the foundation for future experimentation at scale.

Adopted across Product, Design, and Marketing teams, the system redefined how personalization, CX, and content-testing is prioritized, designed, and delivered. It established a shared model for decision-making, reducing fragmentation and aligning teams around a consistent approach to customer experience.

Static Experience → Signal-Driven System → Adaptive Experience

Static: the same messaging for every customer
Signal-driven: interprets behavior, context, and intent
Adaptive: dynamically evolves what is shown and when

This shift drove hundreds of thousands of new members and multi-millions in annualized revenue in a single quarter

I authored the WW Prime Personalization Framework,  a north star vision for how Amazon evolves from a one-size-fits-all membership experience to one driven by signals, context, and individual behavior. The framework introduced a "Know Me to Serve Me" design philosophy built around the Signal → Context → Decision → Output model.

This model governs how Prime determines what to show, when, and why, enabling consistent personalization across surfaces at scale.The framework defined five levels of personalization maturity, giving leadership a clear roadmap and making the case for the investment required to get there.

Value is not static. It must be introduced, reinforced, and proven over time. As part of the Prime Value Communications Framework, I defined a value realization model that outlines how members progress from promise to belief to proof, and how those signals evolve across the lifecycle. Non-Prime customers require clear, functional proof of value. New members need emotional connection and habit formation. Tenured members expect consistency, personalization, and trust. Returning members must be re-engaged through curiosity and relevance. This progression determines how and where value shows up across the product, shaping communication from onboarding through long-term retention.

CX Elevation operationalized the system. I led the design of a signal-driven experience system that scaled across Prime touchpoints, defining interaction patterns, component logic, and personalization primitives. This established a consistent, high-quality foundation for adaptive experiences across the product.
The team delivered 130% of experiment targets in just the last quarter of 2025, validating both the strategic direction and the execution approach.

I led across both system design and team operations by mentoring designers, establishing design review frameworks, and building the decision-making mechanisms that allowed a complex, matrixed organization to move with consistency and speed. I authored all five program playbooks, ran weekly design critiques, and created the alignment structures that kept 130% experiment delivery on track across a global team.

I defined a design architecture that allows Prime to interpret customer behavior, determine what matters in the moment, and respond dynamically across surfaces with high confidence, flexibility across contexts, and scalability across global markets.

Personalization isn't about showing them things. It's about showing what matters. By shifting Prime from static messaging to adaptive responses, this framework has made value feel surfaced, understood, and reinforced at scale.