Challenge
Amazon Books needed to transform fragmented design practices across multiple surfaces into a cohesive, scalable system. The challenge was to create a distinctive Books identity within Amazon's ecosystem while ensuring efficient implementation across teams. This required unifying typography, color, elevation, and design tokens into a living system that could serve both brand expression and functional needs.

Design Approach & Strategy
Led the development of a comprehensive color strategy that transformed how teams work and customers experience Amazon Books experiences:

• Conducted extensive audit of existing color usage across surfaces

• Identified critical friction points in design and development workflow

• Mapped customer navigation patterns and recognition behaviors

• Established clear success metrics for implementation

• Orchestrated cross-functional alignment between Design, Tech, and Product

Key Results

• Reduced visual design production time from weeks to days

• Increased first-time approval rate for design solutions by 80%

• Improved customer task completion rates across key journeys

• Established framework adopted by other Amazon teams

This work demonstrates how systematic visual design elevates both form and function. By transforming basic UI patterns into distinctly Books experiences, we've created a foundation that enables teams to build better products faster. The result: higher quality customer experiences and more efficient product development—proving that thoughtful design systems can deliver both creative excellence and business value.