Modernizing an AWS Product for Front-End Developers.
When I joined the Amplify team, one of our biggest challenges was perception. User research consistently showed that front-end developers found AWS products visually outdated, overly technical, and less approachable than competing platforms like Firebase. Our mission was to modernize the experience while preserving the trust and familiarity of the AWS ecosystem.
End-to-End Product & Brand Design.
Developing style variations that shape professional expression with modern structure and clean aesthetic choices for better clarity and sequences.
Balancing Innovation with Brand Consistency.
The challenge wasn’t simply redesigning interfaces—it was evolving the visual language of Amplify without losing its connection to AWS. Every design decision needed to balance usability, developer expectations, accessibility, and brand recognition while working within the constraints of an established enterprise design system.
Designing for Developers.
The process began with research into developer pain points, competitive analysis, and existing AWS design patterns. Working closely with researchers, engineers, product managers, and the AWS Brand team, I designed a system that felt more modern, visual, and approachable while remaining unmistakably AWS. Every component, interaction, illustration, and animation was intentionally designed to improve usability and reduce cognitive load.
Design System
Built on the foundations of AWS Cloudscape (formerly Polaris), I expanded the design system with more than 50 reusable components and over 100 custom icons to support product-specific experiences that didn’t exist within the core system. Alongside the UI library, I refined Amplify’s visual identity by introducing a cleaner logo, a more modern purple-centered color palette, and a design language optimized for future AI-powered experiences.
Creating a More Human AWS Brand.
Beyond the product, I contributed to the evolution of Amplify’s brand across conferences, marketing, and internal culture. I designed creative stickers, design principle cards, posters, exhibition banners, flyers, motion graphics, and environmental branding that helped communicate the team’s vision while reinforcing a consistent visual identity throughout the organization.
Designing Amplify Learn.
I led the end-to-end design of Amplify Learn, an educational platform built to help developers onboard faster, discover new features, and continuously improve their skills. The platform served two audiences: developers consuming educational content and Developer Advocates creating and publishing tutorials, videos, and technical resources. From discovery and wireframes to interaction design, UI, content strategy, developer handoff, and production refinement, I owned the complete product experience.
Designing for Trust.
AWS Amplify reinforced the importance of balancing innovation with consistency. Great enterprise design isn’t about replacing established systems—it’s about evolving them thoughtfully. By listening to developers, collaborating across disciplines, and advocating for meaningful design improvements, we transformed both the product experience and the perception of the brand.
Transforming the Developer Experience.
New UI Components
50+
Custom Icons
100+
Higher User Engagement
26%
Higher User Retention
