Pack Reimagine

Certain details have been omitted due to Amazon confidentiality. The work shown uses mock files rather than the actual launched product.

Problem

Training new Associates took a lot of time and hands-on support from Training Ambassadors. Much of the learning happened before Associates started working on their own, which made it harder to connect what they learned to what was happening at the workstation.

Once Associates were working independently, coaching often came after the fact. We saw a chance to bring training and coaching directly into the workflow, so Associates could get help when they needed it and Trainers could spend more time supporting people who needed additional help.

How might we help Associates learn while doing the actual work?

My role

UX Design Lead

I led UX from early research and concept development through pilot and launch. I worked directly with Associates and Trainers in Fulfillment Centers to understand how people learned on the job, then used those insights to shape the product vision and experience. I designed the core Associate, Trainer, and Manager experiences, led usability testing, and partnered closely with Learning, Product, Engineering, and Operations to bring the platform into live warehouse environments.

Customer Insights & Ideation

I spent time in Fulfillment Centers observing Associates doing real work, interviewing Learning Managers and Trainers, and completing Day 1 training myself. I also spent two full days observing six Associates at their workstations to understand where training broke down once people were doing the job on their own.

The research helped me define four core user groups: New Associates, Veteran Associates, Support roles, and Management. I used these insights to create five storyboards and map how training and coaching could fit naturally into the work. I also explored audio, video, synthesized speech, headsets, and hands-free voice interaction.

Experience Strategy & Vision

I proposed a different approach to training: instead of teaching everything upfront, we could bring learning directly into the workstation and provide guidance as Associates worked.

I designed the experience around short-form learning, real-time error detection, and immediate coaching. Associates could get guidance at the workstation, Trainers could coach from a centralized dashboard, and Managers could receive coaching alerts on handheld devices. This became the foundation for a platform that supported in-person coaching, workstation coaching, and automated training.

Planning & Scope

I partnered with Product, Learning, Engineering, and Operations to define the pilot, rollout plan, and success metrics. We planned the first live pilot with Day 1 new hires and worked through real operational constraints, including workstation setup, training inventory, and workflow timing.

We also defined how we would measure training satisfaction, knowledge retention, productivity, quality, and reduction in in-person training time.

Design & Validation

I designed the Associate training experience to work on top of the existing station software without changing the core system. I also designed the Trainer and Manager experiences for Kindle, focusing on mobility and quick access to information.

I led four rounds of usability testing in live production environments, testing everything from voice and audio delivery to headsets and push versus pull learning. We found that short, in-the-moment guidance tied to real work was more effective than long, text-heavy instruction.

The research helped me influence Learning leadership to move away from front-loaded training toward more embedded, just-in-time guidance.

Impact

I designed the Associate training experience to work on top of the existing station software without changing the core system. I also designed the Trainer and Manager experiences for Kindle, focusing on mobility and quick access to information.

I led four rounds of usability testing in live production environments, testing everything from voice and audio delivery to headsets and push versus pull learning. We found that short, in-the-moment guidance tied to real work was more effective than long, text-heavy instruction.

The research helped me influence Learning leadership to move away from front-loaded training toward more embedded, just-in-time guidance.

Reflection

If I revisited this work today, I would bring accessibility testing for voice and audio into the process earlier, especially in noisy warehouse environments. I would also establish the support-not-blame philosophy earlier, making it clear that coaching was there to help Associates, not penalize them.

I would also plan for global scale earlier, particularly around language, device availability, and differences in how sites operate.