Hi! I'm Amrita
A full-stack UX designer, painter, and mentor with 15+ years of experience spanning visual design, marketing, product design, UX,
and research. I specialize in building accessible, scalable solutions
that empower stakeholders and delight customers. I have launched design experiences for AWS, Amazon, Intuit, Verizon, Vodafone,
NID and Essilor across South America, Europe, Asia Pacific, and
Emerging markets. I’m currently leading Applied AI initiatives
across Amazon, with a focus on Agentic AI — designing tools that
cut down the grind for knowledge workers and free them to focus
on innovation and product strategy. I thrive in cross-functional, collaborative environments, while also enjoying deep, hands-on
individual contribution.
Outside the worlds of AI/LLMs, marketing, app ecosystems, and
devices, you’ll usually find me geeking out over typefaces,
exploring art, or diving into the rich traditions of Indian crafts.
This site is a high-level snapshot of my recent professional work.
I’d be glad to share more—feel free to reach out.
Master's in Design
Bachelors Of Fine Arts
Sr. UX designer, Amazon Applied AI
Notable projects:
1. AgentZ (A multi-tenant framework for teams across Amazon to create AI agents that can perform Knowledge Operations Work)
2. AWS Q (AWS generative AI)
3. SEO what is pages (500+ pages created)
4. AWS Chat 2.0 (Acroos seven regions and in five languages for AWS customers)
5. Amazon app submission platform (Supporting million+ app submissions on Amazon Appstore)
6. Site Health (A readability, discoverability and performance enhancer campaign tool for Marketers)
7. Design system (200+ accessible design components
UX design consultant at NID, Intuit, A2 Media, Vodafone, Eros, Simplilearn, Essilor
During this time, I have designed for diverse industries, beginning with Project e-Kalpa at NID for India’s Ministry of HRD, where I created a web portal for design education. At Intuit, I contributed to a design lab that applied design thinking and rapid prototyping for user validation. With Vodafone, I led UX design for products in emerging markets such as Job Connect, M Agri, and the Vodafone Appstore, conducting research, analysis, and creating design flows and assets. For Eros Now, I developed information architecture, process flows, visual design, and marketing assets. Additionally, I revamped the Simplilearn website, redesigned Essilor’s lens order management system, and enhanced Verizon’s widgets and Fios gaming experiences through improved design, interactions, and user engagement.
Lion and Fox
I illustrated Lion and the Fox, a retelling of a Panchatantra story published by Tulika in 12 Indian languages. Created in the Gond art style, this book is one of my most loved works, reflecting my deep appreciation for Indian folk traditions. It has also been adopted into the CBSE curriculum, allowing children across India to experience folk art through storytelling.
Magnolias
I illustrated Magnolias, the story of a gardener and the magnolia flowers that bloom and shine in the night moonlight. Rendered in the Indian miniature style, the artwork captures the quiet magic of the blossoms and the tenderness of the tale. This project reflects my love for Rajasthani miniature paintings and my interest in using them to portray the beauty of nature.
I have the capacity to translate vision into reality
Align diverse teams and stakeholders to deliver projects with measurable business and customer impact.
Create standardized, enterprise-level design frameworks that enable consistency, efficiency, and growth across organizations.
Ground solutions in competitor benchmarking, user studies, and continuous testing to deliver validated, customer-driven outcomes.
Build and implement accessible design systems that raise organizational standards and improve digital equity.
Grow high-performing design talent through structured mentorship, honest communication, and multiplier-driven leadership
Drive environments of collaboration and creativity by focusing on systems that serve both customer and organizational needs.