Case Study
AI-Powered Support & Conversational UX (Amazon)
I led the design of proactive, AI-driven customer support experiences that helped customers resolve common issues—such as unknown charges, delivery disruptions, and subscription management—directly within the Amazon app. By anticipating friction and guiding resolution through multimodal conversational flows and automated self-service paths, this work reduced uncertainty-driven contact volume and enabled faster, more confident problem resolution without human escalation.
My role
As a staff-level IC designer, I led interaction and conversational design for three large-scale initiatives, including AI chatbots, the Customer Service homepage, and cross-channel digital, device, and Alexa support. I led the design of chatbot automation that enabled customers to investigate unknown charges and manage digital subscriptions—including Prime Video, Amazon Music, Kindle Unlimited, and Kids+—directly within the Amazon app. I partnered closely with product and engineering to align on technical feasibility and ensure policy and compliance requirements were met.
AI Chatbot - Conversation design
Unknown charges
Problem
Approximately half a million customers contact Customer Service each year to investigate unknown charges. Improving self-service and automation capabilities created an opportunity for customers to resolve these concerns quickly and confidently without requiring human intervention.
Design challenges
I designed a guided conversational flow that progressively narrowed context through targeted questions, reducing cognitive load and time-to-identification for the relevant charge. By shifting the experience from broad exploration to focused diagnosis we increased successful self-service resolution and led to a measurable reduction in repeat contacts.
Impact
Automating self-service flows reduced this contact volume by approximately 30%, while also decreasing time to resolution and enabling customers to more quickly review and take action on potential account issues.
Digital subscription management
Problem
Managing digital subscriptions—such as canceling services, changing add-on channels, or switching plans—previously required customers to log in on a desktop or contact Customer Service. This created an opportunity to introduce automation that enables customers to manage Prime Video, Amazon Music, Kindle Unlimited, and Kids+ subscriptions directly within the Amazon app.
Design challenges
Designing effective AI chatbot experiences required addressing three core challenges. First, accurately identifying customer intent across both free-text input and menu-based selections to route customers to the correct resolution path. Second, defining appropriate guardrails to prevent misuse while maintaining a flexible, customer-friendly experience. Third, determining when and how to provide an escape hatch to human support, ensuring customers could connect with an associate at the right moment without prematurely escalating issues.
Impact
By automating subscription management, customers were able to self-serve without contacting support—driving a substantial reduction in annual contact volume, with some subscriptions seeing contact reductions of over 50%. This work improved clarity and task success in AI-assisted support while increasing customer confidence.Amazon Cutomer Service - Homepage redesign
Proactive support
Problem
Design challenges
Designed proactive experiences that surface and resolve common issues ahead of customer contact, reducing uncertainty-driven support inquiries through alerts for expiring payment methods, delivery disruptions, and self-resolvable account issues.
Impact
Automating self-service flows reduced this contact volume by approximately 30%, while also decreasing time to resolution and enabling customers to more quickly review and take action on potential account issues.
3) Digital, devices & Alexa support
Designed the integration of device support into Customer Service, enabling proactive issue resolution that helps customers diagnose and resolve critical software issues before contacting support. Provided a centralized location for visibility into customers’ registered Amazon devices.