A system that turned Prime into a dynamic, personalized product driven by behavior, context, and lifecycle signals.
Prime didn't have a value problem. It had a perception problem. Despite hundreds of benefits, members struggled to understand what Prime was doing for them. The experience treated everyone the same, regardless of behavior, tenure, or intent.
I led the strategic and design response, defining a system that restructured how Prime communicates value. This included authoring the north star personalization framework, building the Value Communications system, and leading the CX Elevation design system that raised the quality bar across global surfaces.
Only 19.9% of non-Prime customers could easily understand the value of membership.
Only 28% of active members felt Prime offered benefits relevant to them.
The experience was static, generic, and didn't use what Amazon already knew about its customers.
Shifted Prime from static messaging to adaptive experiences.
Scaled personalization across 26 global markets.
Generated +484K members and $271MM in revenue driven in a single quarter.
Established the foundation for future experimentation at scale.
I focused on designing a system that could interpret signals and respond dynamically. The question I kept returning to was simple: How do you make something built for hundreds of millions of people feel like it was made for one?
At the center of this work was a single decision-point system. A reusable model that determines how Prime decides what to show, when, and why.
Signal → Context → Decision → Output
Signal: behavior, tenure, engagement
Context: lifecycle stage, intent, moment
Decision: what matters most right now
Output: the experience shown
This model transformed the experience from static messaging to dynamic, behavior-driven responses.
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 +484K members and $271MM 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.
One of the root causes of low perceived value was that Prime spoke to every member the same way whether they joined yesterday or had been a member for ten years. Prime was communicating benefits as a broadcast. I redesigned it as a system.
The Value Communications Framework defined how messaging adapts across lifecycle stages and surfaces. It mapped four core member states/segments and established what to say, how to say it, and what action to drive at each touchpoint.
This shifted Prime from static messaging to contextual, behavior-aware communication.
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.
