AI Results
Keywords are dead. Shaping the vision for Amazon Search as a personalized AI-native surface.
This project is protected.
If you're a hiring manager, reach out to see the full case study.
Overview
For over 30 years, Amazon's retail search ran on deterministic ranking, a legacy system serving millions of global customers. Now, natural-language capabilities opened a path to a more personalized experience. One to reinvent the base page as dynamically relevant based on the user's intent.
As a core designer on the AI Results tiger team, I shaped the vision across personalization, product results, natural-language framing, and discovery. I carried the direction via weekly SVP reviews and P0 execution with dev teams. Much of the job was clarifying and translating across stakeholders, and iterating relentlessly.
Year
2025-26
Role
Product Designer
Team
3 Design, 15 Dev, 1 PM
Impact
P0 lifted mission completion 2.8% over classic search
Year
2025-26
Role
Product Designer
Team
3 Design, 15 Dev, 1 PM
Impact
P0 lifted mission completion 2.8% over classic search
Note: All opinions are my own and do not reflect the company or its partners. This is my POV on work I contributed to and I’ve recreated visuals for confidentiality.
Note: All opinions are my own and do not reflect the company or its partners. This is my POV on work I contributed to and I’ve recreated visuals for confidentiality.
Keywords are dead. Shaping the vision for Amazon Search as a personalized AI-native surface.
Note: All opinions are my own and do not reflect the company or its partners. This is my POV on work I contributed to and I’ve recreated visuals for confidentiality.
AI Results
Keywords are dead. Shaping the vision for Amazon Search as a personalized AI-native surface.
Overview
For over 30 years, Amazon's retail search ran on deterministic ranking, a legacy system serving millions of global customers. Now, natural-language capabilities opened a path to a more personalized experience. One to reinvent the base page as dynamically relevant based on the user's intent.
As a core designer on the AI Results tiger team, I shaped the vision across personalization, product results, natural-language framing, and discovery. I carried the direction via weekly SVP reviews and P0 execution with dev teams. Much of the job was clarifying and translating across stakeholders, and iterating relentlessly.
Year
2025-26
Role
Product Designer
Team
3 Design, 15 Dev, 1 PM
Impact
P0 lifted mission completion 2.8% over classic search
Note: All opinions are my own and do not reflect the company or its partners. This is my POV on work I contributed to and I’ve recreated visuals for confidentiality.
Note: All opinions are my own and do not reflect the company or its partners. This is my POV on work I contributed to and I’ve recreated visuals for confidentiality.
This project is protected.
If you're a hiring manager, reach out to see the full case study.
Note: All opinions are my own and do not reflect the company or its partners. This is my POV on work I contributed to and I’ve recreated visuals for confidentiality.
San Francisco, CA
Sydney Nguyen 2026 © All rights reserved.
Sydney Nguyen 2026 © All rights reserved.