About me
Guru Liu
Hey! I’m Guru Liu, a Product Design Lead with over 8 years of experience, including 6+ years at Amazon. I design and lead AI-powered, system-scale experiences that help customers shop and interact more intuitively.
My background blends UX and product strategy, so I love bringing clarity to complex problems—through research, collaboration, and design systems that scale. At the heart of it, I’m passionate about learning, listening, and creating solutions that make life simpler for people.
314-550-7732 • liuguru0403@gmail.com
Form and function are one
-Frank Lloyd Wright
Experience
Amazon | NASD
Lead Product Designer
North America Stores Design (NASD), is the central UX organization for core shopping experiences on Amazon.com, shaping end-to-end customer journeys, GenAI CX and design systems.
September 2019 - Current
Seattle, WA
Owned GenAI post-purchase vision 15% fewer avoidable returns, 20% self-serve deflection, ~23% CSAT lift.
Launched a modular system, driving ~18% higher order-detail engagement and ~32% fewer support contacts.
Improved user satisfaction by 40% through research-driven updates.
Ran 8–12 experiments/quarter with usability scoring + KPI guardrails, improving core UX metrics ~15–20% and de-risking launches.
Amazon | NASD
Lead Product Designer
North America Stores Design (NASD), is the central UX organization for core shopping experiences on Amazon.com, shaping end-to-end customer journeys, GenAI CX and design systems.
September 2019 - Current
Seattle, WA
Owned GenAI post-purchase vision 15% fewer avoidable returns, 20% self-serve deflection, ~23% CSAT lift.
Launched a modular system, driving ~18% higher order-detail engagement and ~32% fewer support contacts.
Improved user satisfaction by 40% through research-driven updates.
Ran 8–12 experiments/quarter with usability scoring + KPI guardrails, improving core UX metrics ~15–20% and de-risking launches.
Amazon
Lead Product Designer
North America Stores Design (NASD), is the central UX organization for core shopping experiences on Amazon.com, shaping end-to-end customer journeys, GenAI CX and design systems.
September 2019- Current
Seattle, WA
Owned GenAI post-purchase vision 15% fewer avoidable returns, 20% self-serve deflection, ~23% CSAT lift.
Launched a modular system, driving ~18% higher order-detail engagement and ~32% fewer support contacts.
Improved user satisfaction by 40% through research-driven updates.
Ran 8–12 experiments/quarter with usability scoring + KPI guardrails, improving core UX metrics ~15–20% and de-risking launches.
Amazon | Home
Lead UX Designer
April 2022 - November 2023
Seattle, WA
Led app + web UX strategy at 1B+ scale, unifying pre/post-purchase journeys with reusable patterns.
Designed AI-assisted personalization that improved +22% discoverability and +14% retention with low-friction decision paths.
Drove returns + lifecycle support improvements: coverage 61% → 75.5% and ~378K fewer CS contacts/year.
Amazon | Home
Lead UX Designer
April 2022 - November 2023
Seattle, WA
Led app + web UX strategy at 1B+ scale, unifying pre/post-purchase journeys with reusable patterns.
Designed AI-assisted personalization that improved +22% discoverability and +14% retention with low-friction decision paths.
Drove returns + lifecycle support improvements: coverage 61% → 75.5% and ~378K fewer CS contacts/year.
Amazon | Home
Lead UX Designer
Led app + web UX strategy at 1B+ scale, unifying pre/post-purchase journeys with reusable patterns.
Designed AI-assisted personalization that improved +22% discoverability and +14% retention with low-friction decision paths.
Drove returns + lifecycle support improvements: coverage 61% → 75.5% and ~378K fewer CS contacts/year.
April 2022 - November 2023
Seattle, WA
Amazon | Omni-Channel Shopping Experience
Product Designer
September 2019 - March 2022
Seattle, WA
Designed an end-to-end omni-channel journey, establishing a COVID-era trust model.
Optimized checkout for 100M+ customers, increasing completion +9% via simpler IA and mobile-first patterns.
Introduced intent-based cross-sell, lifting attach +13% without added friction.
Amazon | Omni-Channel Shopping Experience
Product Designer
September 2019 - March 2022
Seattle, WA
Designed an end-to-end omni-channel journey, establishing a COVID-era trust model.
Optimized checkout for 100M+ customers, increasing completion +9% via simpler IA and mobile-first patterns.
Introduced intent-based cross-sell, lifting attach +13% without added friction.
Amazon | Omni-Channel Shopping Experience
Product Designer
Designed an end-to-end omni-channel journey, establishing a COVID-era trust model.
Optimized checkout for 100M+ customers, increasing completion +9% via simpler IA and mobile-first patterns.
Introduced intent-based cross-sell, lifting attach +13% without added friction.
September 2019 - March 2022
Seattle, WA
Gensler
Design Professional
April 2014 - August 2019
Seattle, WA
Created strategy-to-execution deliverables (flows, wireframes, hi-fi, prototypes) and partnered with multidisciplinary teams to ship outcomes.
Gensler
Design Professional
April 2014 - August 2019
Seattle, WA
Created strategy-to-execution deliverables (flows, wireframes, hi-fi, prototypes) and partnered with multidisciplinary teams to ship outcomes.
Gensler
Design Professional
Created strategy-to-execution deliverables and partnered with multidisciplinary teams to ship outcomes.
Built a design system, cutting development time by 30%.
Created strategy-to-execution deliverables (flows, wireframes, hi-fi, prototypes) and partnered with multidisciplinary teams to ship outcomes.
April 2014 - August 2019
Seattle, WA
[Fun Facts]
Favorite Book
Don't Make Me Think
Steve Krug
Favorite Book
Don't Make Me Think
Steve Krug
Favorite Book
Don't Make Me Think
Steve Krug
Favorite Book
Non-Designer's Design Book
Robin Williams
Favorite Book
Non-Designer's Design Book
Robin Williams
Favorite Book
Non-Designer's Design Book
Robin Williams
Favorite Book
Atomic Design
Brad Frost
Favorite Book
Atomic Design
Brad Frost
Favorite Book
Atomic Design
Brad Frost
Favorite Podcast
UI Breakfast
Jane Portman
Favorite Podcast
UI Breakfast
Jane Portman
Favorite Podcast
UI Breakfast
Jane Portman
Active Hobby
Traveling/Photography
Traveling Around the world.
Active Hobby
Traveling/Photography
Traveling Around the world.
Active Hobby
Traveling/Photography
Traveling Around the world.