About me

Guru Liu

Hi, I'm Guru! Lead Product Designer with 9+ years of experience (including 7 years at Amazon) shaping the future of AI UX. I specialize in AI-native design and pioneering GenAI innovative shopping experiences for complex B2C & B2B platforms. I excel at turning profound ambiguity into clear strategy - leveraging emerging paradigms to build scalable design systems, align cross-functional teams, and ship measurable impact.

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

Resume

View all work

View all work

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

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

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

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

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

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 Podcast

UI Breakfast

Jane Portman

Active Hobby

Traveling/Photography

Traveling Around the world.

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