DEVICE:
MOBILE
CLIENT:
AMAZON
YEAR:
2024
EXPERIENCE:
SYSTEMS THINKING, UX STRATEGY
about.
Small-business owners were opening 15 browser tabs just to understand how their own product was doing. I helped design the single screen that replaces all of them — and made the case, against the current roadmap, for why it had to work on a phone first.
my role.
I helped shape the shared vision for what that single performance page should look like, then personally led the mobile version of it — because a meaningful chunk of these business owners run their entire operation from their phone, especially outside the US.
challenge.
One seller described it best:
"I end up with 15 tabs open because Seller Central constantly is opening new tabs to go to different places to see different things."
People running their business through this platform had no single place to ask "how is my product doing, and why?" — they had to manually reconstruct that answer from scattered reports every time.
process.
Ran a workshop bringing together people from 5 different teams who each owned a piece of this fragmented data, to build one shared map of what people actually need to see and do.
Two ideas came directly out of that session: let people see why a number changed, not just that it changed, and proactively flag anomalies instead of making people go hunting for problems.
While others focused on the desktop version, I made the case that mobile needed its own thinking, not a shrunk-down desktop layout — real-time and historical charts, benchmarking against similar products, and alerts people can act on immediately from their phone.
Took that vision directly to the decision-makers who needed to align on it, because the launch of a related feature was stuck without that alignment.
result.
The mobile vision unblocked a stalled launch and became the reference point for how the organization thinks about mobile going forward.
It shaped a 2025 investment aimed at emerging markets where people manage their business primarily from a phone.