Alexa Shopping
Conversational design across agentic commerce, multimodal interfaces, and inclusive AI
Overview
In 2021, I joined Alexa Shopping in the pre-LLM days, building the voice and multimodal pattern foundations that feel obvious today. Then the paradigm shifted, and I had a front-row seat as conversational AI leaped forward. Learning what endured, what broke, and what had to be reimagined.
Of everything I built here, these four projects shaped me most. I'm grateful to work alongside sharp leaders who pushed me to think bigger and the rare opportunity to grow alongside the technology itself.
Year
2021-23
Role
Product & Conversation Designer
Team
50 Design, 250 Dev, 150 PM
Impact
Shipped Amazon's first agentic commerce CX raising $90+MM; Authored 200+ voice framework
Year
2021-23
Role
Product & Conversation Designer
Team
50 Design, 250 Dev, 150 PM
Impact
Shipped Amazon's first agentic commerce CX raising $90+MM; Authored 200+ voice framework
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.
Conversational design across agentic commerce, multimodal interfaces, and inclusive AI
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.
Alexa Shopping
Conversational design across agentic commerce, multimodal interfaces, and inclusive AI
Overview
In 2021, I joined Alexa Shopping in the pre-LLM days, building the voice and multimodal pattern foundations that feel obvious today. Then the paradigm shifted, and I had a front-row seat as conversational AI leaped forward. Learning what endured, what broke, and what had to be reimagined.
Of everything I built here, these four projects shaped me most. I'm grateful to work alongside sharp leaders who pushed me to think bigger and the rare opportunity to grow alongside the technology itself.
Year
2021-23
Role
Product & Conversation Designer
Team
50 Design, 250 Dev, 150 PM
Impact
Shipped Amazon's first agentic commerce CX raising $90+MM; Authored 200+ voice framework
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.
01
ALEXA, BUY FOR ME
Monitor deals and purchase on your behalf
Before agentic commerce was a category, I grounded design in familiar mental models, like setting a max bid on eBay. I built the workflows, ran multiple research studies, led guardrail debates, and shipped with engineering. It launched as Amazon's first agent-completed purchase as a flagship goal, and became the foundation Rufus and Alexa+ later built on.
Before agentic commerce was a category, I grounded design in familiar mental models, like setting a max bid on eBay. I built the workflows, ran multiple research studies, led guardrail debates, and shipped with engineering. It launched as Amazon's first agent-completed purchase as a flagship goal, and became the foundation Rufus and Alexa+ later built on.
01
ALEXA, BUY FOR ME
Monitor deals and purchase on your behalf
Before agentic commerce was a category, I grounded design in familiar mental models, like setting a max bid on eBay. I built the workflows, ran multiple research studies, led guardrail debates, and shipped with engineering. It launched as Amazon's first agent-completed purchase as a flagship goal, and became the foundation Rufus and Alexa+ later built on.
02
PRODUCT DETAILS LLM REDESIGN
Static GUI to Dynamic Conversations
1 in 2 customers abandoned the details page on Echo devices, because it couldn't answer the product questions that drive a purchase decision. As one of 3 core designers, I helped rebuild the navigation alongside our science teams to understand our LLM capabilities. This included a modular category-aware layout and a Q&A that synthesized specs, reviews, and seller content.
1 in 2 customers abandoned the details page on Echo devices, because it couldn't answer the product questions that drive a purchase decision. As one of 3 core designers, I helped rebuild the navigation alongside our science teams to understand our LLM capabilities. This included a modular category-aware layout and a Q&A that synthesized specs, reviews, and seller content.
02
PRODUCT DETAILS LLM REDESIGN
Static GUI to Dynamic Conversations
1 in 2 customers abandoned the details page on Echo devices, because it couldn't answer the product questions that drive a purchase decision. As one of 3 core designers, I helped rebuild the navigation alongside our science teams to understand our LLM capabilities. This included a modular category-aware layout and a Q&A that synthesized specs, reviews, and seller content.
03
INCLUSIVE RESEARCH
Expanding Alexa's NLP Training Data
For customers with non-dominant accents, and for low-income households sharing devices on spotty connections, Alexa failed them. More errors, more repeats, more reasons to give up. I co-led a research initiative that mapped these response failures with diary studies, interviews, and literature reviews. For cross-org adoption, I socialized these findings via workshop facilitation.
For customers with non-dominant accents, and for low-income households sharing devices on spotty connections, Alexa failed them. More errors, more repeats, more reasons to give up. I co-led a research initiative that mapped these response failures with diary studies, interviews, and literature reviews. For cross-org adoption, I socialized these findings via workshop facilitation.
03
INCLUSIVE RESEARCH
Expanding Alexa's NLP Training Data
For customers with non-dominant accents, and for low-income households sharing devices on spotty connections, Alexa failed them. More errors, more repeats, more reasons to give up. I co-led a research initiative that mapped these response failures with diary studies, interviews, and literature reviews. For cross-org adoption, I socialized these findings via workshop facilitation.
04
ALEXA, THANK MY DRIVER
Human Connection at Scale
Not every project is about conversion. Sometimes the question is whether a product can make people feel something real. "Alexa, thank my driver" was Amazon's best-performing holiday campaign ever, with 1 million thank-you's in 36 hours. I designed both the holiday and evergreen navigation experiences for future promotions.
Not every project is about conversion. Sometimes the question is whether a product can make people feel something real. "Alexa, thank my driver" was Amazon's best-performing holiday campaign ever, with 1 million thank-you's in 36 hours. I designed both the holiday and evergreen navigation experiences for future promotions.
04
ALEXA, THANK MY DRIVER
Human Connection at Scale
Not every project is about conversion. Sometimes the question is whether a product can make people feel something real. "Alexa, thank my driver" was Amazon's best-performing holiday campaign ever, with 1 million thank-you's in 36 hours. I designed both the holiday and evergreen navigation experiences for future promotions.
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.
5:27 PM
San Francisco, CA
Sydney Nguyen 2026 © All rights reserved.
Sydney Nguyen 2026 © All rights reserved.