Amazon & Expedia
Building scalable digital communication systems before growth design became a discipline.
At Amazon and Expedia, I worked on early digital commerce, customer engagement, campaign systems, and scalable communication platforms that reached millions of customers.
This work took place during a period when the web was becoming a primary commercial channel. Many practices now considered standard in digital growth — campaign testing, triggered communication, reusable templates, customer segmentation, performance measurement, and cross-functional optimization — were still being developed in real time.
The opportunity was to help transform digital communication from a series of individual campaigns into a more repeatable system for learning, improving, and creating business value.
Summary
Role: UX / Visual Design / Front-End Production
Focus: Digital commerce, email marketing, campaign systems, testing, customer engagement
Environment: Amazon, Expedia, travel, retail, digital marketing, partner campaigns
Core contribution: Designed, tested, and coded scalable customer communication systems that improved engagement, revenue, consistency, and campaign performance.
The Opportunity
Email, campaign pages, digital advertising, and customer communications were becoming critical parts of the customer journey. The work was not simply about designing better individual messages. It was about creating systems that could scale across teams, partners, audiences, and business goals.
At Expedia, this meant improving consistency, performance, testing, and revenue attribution across travel campaigns. At Amazon, it meant contributing to early email marketing systems that could support customer communication at global scale.
The work combined design, copy, code, testing, brand consistency, partner needs, and business performance.
What I Worked On
My work included:
Designing and coding scalable email marketing templates
Standardizing campaign graphics, content structures, copy patterns, and navigation
Creating reusable templates for travel campaigns and partner placements
Supporting cart abandonment communication and lifecycle messaging
Designing digital advertising and promotional assets
Introducing and supporting A/B testing of subject lines, calls to action, templates, and messaging
Improving campaign consistency across teams and business units
Creating monetizable template options for partner sponsorship and placement revenue
Across these efforts, the common thread was helping teams move from one-off execution toward repeatable systems that could be tested, improved, and scaled.
From Campaigns to Systems
What interested me most was the structure behind the campaign work. Individual campaigns mattered, but the larger opportunity was creating a repeatable way for teams to test, learn, reuse what worked, and improve over time.
That meant designing templates, content patterns, and measurement loops that helped teams move faster without starting over each time. Design became part of a broader operating system involving customer behavior, business goals, partner relationships, creative execution, and technical delivery.
This was early exposure to a pattern that has continued throughout my career: design becomes more valuable when it is connected to how an organization learns, adapts, and makes better decisions.
Outcomes and Value
The work contributed to measurable improvements in customer engagement, revenue, and operational consistency, including:
Improved click-through rates by 24%
Increased year-over-year revenue attribution by 130%
Grew email channel contribution revenue from $3M to $5.8M
Increased transactions by 6.53%
Reduced opt-outs by 38.64%
Improved closed sales of cart abandonments through smarter templates and messaging
Created sellable email template options that opened new sponsorship and placement revenue streams
Helped move internal travel email programs from worst to first in performance
These outcomes reflected the value of treating customer communication as a system: designed, measured, improved, and scaled.
Why This Work Matters
This work matters because it represents an earlier greenfield in my career.
Digital commerce was still maturing, and organizations were learning how to communicate with customers through new channels. The work required blending creative judgment with technical execution, measurement, partner needs, and business outcomes.
That experience shaped how I think about technology transitions. New capabilities rarely arrive with mature practices already attached. The work is often to discover patterns, make them usable, and help organizations learn fast enough to create value.
At Amazon and Expedia, that meant helping digital communication become more scalable, measurable, and effective. In later work, the same pattern showed up in enterprise systems, conversational AI, healthcare transformation, and AI governance.
Selected work is summarized at a high level to respect confidentiality, enterprise governance, and client/IP constraints.