When I joined Amazon Ads in mid-2025, I inherited a complex UX brief: design the definitive AI button component for a platform generating billions in ad revenue. Previous explorations had deadlocked on a core tension—black buttons disappeared into the UI, while purple created chromatic chaos. With 14 days to deliver a production-ready solution, my mandate was to thread the needle between subtle integration and strategic prominence.
I began by reverse-engineering every variant of Amazon's Storm Design System button to map the full possibility space. This systematic audit yielded 19 distinct design directions, from which I pressure-tested three viable solutions. I contextualized each proposal within live product screens for the all-design-org critique, demonstrating interaction behavior, edge cases, and cascade effects across the platform. Through rapid iteration cycles and stakeholder alignment, the team converged on a single elegant solution that resolved all legacy constraints.
I spearheaded the production-ready documentation, collaborating with senior UX writers and design system engineers to codify interaction patterns, governance rules, and usage guidelines. The component achieved immediate traction—60+ designers integrated it across 100+ product teams within weeks. The AI button evolved into the visual anchor for Amazon Ads' innovation narrative, ultimately becoming a featured element in all Unbox 2025 keynote and marketing materials.
Amazon AWS
Paychex, Inc.
Amazon AWS
Paychex, Inc.