I'm Amy Shin, a senior UX designer with 15+ years shaping AI-powered, scalable products across Amazon, Google, Genemod, and global enterprise teams. I'm based in Seattle.
My work sits where strategy meets craft: I read research and product data, reshape the direction when the evidence says to, and keep many teams aligned to one story. Most recently I've led the design of an AI-assisted onboarding vision through three major strategic pivots at Amazon Business.
I care most about designing AI products people can trust — knowing when the system should suggest, when it should act, and when it should get out of the way.
How I work
- Clarity beats polish. A rough flow everyone understands beats a gorgeous screen no one can build — so I ship the honest version first and make it beautiful once it's right.
- Evidence over ego. If the research says my direction is wrong, I'll redraw it. (I've re-pivoted a whole product vision three times and slept just fine.)
- One story, many teams. Half the job is keeping PM, eng, and research pointed at the same north star long enough to actually ship it.
Beyond work
When I'm not designing, I'm usually feeding someone. I'm a certified barista, I ran a little home bakery for a while, and my favorite kind of weekend is a table full of friends eating something I cooked from scratch. Turns out it's the same craft as product design — sweat the details, read the room, and make people feel taken care of.
