Amazon
As a Senior Visual Designer at Alexa Design Systems, I specialize in crafting uniquely delightful, highly functional customer experiences across the Amazon ecosystem. My work spans a diverse canvas—from mobile apps to wall-mounted displays and FireTV—where I balance complex information and guidance with high-impact visual storytelling. Collaborating with multi-disciplinary teams of engineers and researchers, I focus on transforming data into "dazzling" compositions that provide clear insights while consistently surprising and delighting the user in their home.
Alexa Plus Personality
I collaborated with interactive and motion designers to create Alexicons, a library of expressive light bar animations that visually manifest Alexa’s personality. I designed icons for specific "moments of delight," including "Hello," "Goodbye," "Good Morning" and "Tell me a story." These dynamic visuals sync with the tone of the conversation, adding a
human touch that makes daily interactions feel more
engaging and effortless.
Interactive
Art Experience
I led the creative strategy and art direction for the Fire TV Omni Mini-LED interactive ambient feature. Utilizing a high-fidelity radar sensor, I developed 12 dynamic scenes—including fluttering butterflies and swimming koi—that synchronize with viewer movement in real-time. My role involved directing external agencies and leveraging generative AI to accelerate production, ensuring a seamless blend of motion studies and visual storytelling.
Task Mate Experience
To address chores as a major point of friction for families,
I collaborated with the product leaders and motion teams
to transform mundane tasks into engaging adventures.
I provided the creative strategy and illustrations for 16 unique, playful scenes designed to delight and motivate kids as they complete household tasks. By blending storytelling with functional UX, we turned daily chores into a satisfying, interactive experience that reduces parental frustration
and builds excitement for children.
Alexa+ Wallpaper System
I designed Morph, the flagship wallpaper suite for Amazon’s next-generation AI assistant. Utilizing the Alexa Design System, these visuals transform digital surfaces into soothing, sensory experiences through fluid movement and glows
of optimism. Additionally, I developed a marketing hero
system featuring an abstract interpretation of the new Alexa "a" mark. This cohesive visual language captures the essence
of a more intelligent, proactive agent through sophisticated, curving forms.
Echo Spot Personality
I developed the animated Alexa responses for the Echo Spot, designing illustrations that complement the device’s
signature round form factor to foster friendly, effortless interactions. My process involved balancing motion implementation with a universal visual language to ensure each of the 12 unique utterances provided a clear, "quick-read" experience for customers.
My first attempts involved abstract shapes and compositions. These felt overly complex and missed the intended vibe
of the device.
I transitioned to more recognizable themes, intentionally highlighting the playful feeling this experience should create.
Ambient Experience - FireTV
Working closely with the motion, product, and sound teams, I orchestrated immersive Ambient experiences for FireTV that reimagine the home screen as an ethereal viewport. Moving beyond a traditional entertainment hub, this project shifts the ambiance of the living space to foster a sense of belonging through shared sensory experiences. I provided the creative strategy, asset execution, and art direction to transform the screen into a window that balances high-impact visual storytelling with a calm, atmospheric presence.
The visuals were conceived as naturalistic and vaguely recognizable forms, imbued with an otherworldly sense of mystery and intrigue. For each distinct artistic approach, I created a storyboard of four static visual variations for the motion team to bring to life, timed precisely to a haunting and mesmerizing soundtrack composed by the sound team exclusively for these ambient experiences.
Alexa Greetings
In collaboration with Product, Motion, and Sound teams, I designed interactions for the Echo Show 10, which uses motion and voice detection to follow the user. To overcome hardware limitations, I implemented a cross-fade technique using three distinct, sequenced illustrations to create the illusion of fluid environmental change as the device rotates. I provided the creative strategy and produced all final assets to ensure a seamless and engaging customer experience.
Gradient Art
Over the past few years, I have developed a signature visual language utilizing gradient designs tailored for Alexa screens of all sizes. This ambient art elevates the customer experience by transforming standard content into a captivating, immersive environment. By balancing sophisticated color transitions with strategic "glows of optimism," I create a sense of depth that makes digital interactions feel more natural and atmospheric.
Alexa Timers
In collaboration with product leadership, engineering, and motion teams, I designed a suite of "unexpectedly delightful moments to transform everyday duties into engaging experiences. Utilizing customer research and data points, I identified top-rated timer tasks and created optimized visual assets to enhance them. These animations bring a sense of fun and satisfaction to routine interactions, ensuring that even the simplest household tasks feel polished and rewarding.
Rotating Content Screens
From startup screens to daily reminders, customers encounter dozens of visual scenarios on their devices every day. I collaborate with numerous product and engineering teams to develop a harmonized visual experience that scales across millions of countertops worldwide. By aligning complex information with a cohesive design language, I ensure that every interaction—regardless of the screen size or context—feels intuitive and integrated within the home.
Alexa Kid Screens
Some illustrated backgrounds I explored for kid-themed start-up and content screens
Dynamic Art Experience
Partnering with engineers, I led the creative strategy and art direction for a Unity-based generative experience on FireTV. This system translates real-time inputs—like local temperature and time of day—into evolving compositions of color and motion. By establishing sophisticated artistic guardrails, I ensured these algorithmically generated scenes provide a personalized, dynamic atmosphere that maintains a premium aesthetic over time.
FireTV Screens
Beyond the countertop ecosystem, I craft visual experiences for a diverse range of FireTV screens. My design process balances functional content support with an artistic sensibility, approaching each scenario as a piece of art intended for display rather than a simple backdrop. By treating the screen as a digital canvas, I create immersive environments that elevate the home's ambiance while maintaining a cohesive visual language across Amazon's larger displays.
Echo Backgrounds
I developed a scalable design system for the Echo Show 5 to support automated domain experiences with minimal manual curation. Working closely with product, UX, and engineering partners, I implemented comprehensive color mapping and versatile background systems optimized for a new split-screen layout. All components were designed to meet strict accessibility guidelines while providing an elevated, visually engaging stage for dynamic content and information.
Set-Up Experiences
Before experiencing Alexa's delightful features, customers must set up their new Echo Show for functionalities like motion detection and visual ID. My goal was to establish an early connection between customer and device that felt humanistic, approachable, and visually engaging, while ensuring the vital information needed for setup remained clear and accessible.
Weather Illustrations –
Echo Devices
Recognizing weather as essential home screen information, I overhauled the existing visual library to move beyond stagnant, purely functional communication. My approach introduced depth, character, and a sense of transition, creating several static scenarios that feel atmospheric and dynamic across the ecosystem. I designed these new assets for maximum versatility, ensuring they adapt seamlessly to diverse screen dimensions while providing an elevated, immersive representation of real-time conditions.
Amazon Developer
Website Rebrand
I contributed to the Amazon developer website rebrand and the annual developer conference site, where my team's creative direction was selected over several internal and external agency proposals. Partnering with senior leadership, I established a "limitless and futuristic" aesthetic for the platform’s technical resources and tools. I developed a custom visual language—utilizing expansive backgrounds and iconography—that evokes a sense of movement and wonder. This cohesive, high-fidelity environment reflects the innovative spirit of the developer community while maintaining a sophisticated global brand presence.
Early Explorations
My initial conceptualization for this project delved into abstract shapes and patterns intended to symbolize the complex array of tools and other intangible resources that developers rely on to implement their highly specialized skillset. Additionally, I was exploring a light-mode rendition of the preferred design direction.
Alexa App Illustrations
In collaboration with various product and creative directors across the Alexa ecosystem, I design illustrations for the Alexa app to drive product and feature awareness. My approach balances high-impact storytelling with functional clarity, ensuring assets are instantly interpretable and supportive of accompanying copy. Beyond meeting core utility, I focus on creating "delightful" visual elements that elevate the user experience across millions of mobile interactions.
