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COCO LI
Designing scalable experiences across screens, systems, and voice.
SENIOR
PRODUCT/UX
DESIGNER @AMAZON
I am a Senior UX & Product Designer with a 6-year tenure at Amazon. I specialize in 0-to-1 product strategy, scalable design systems, and multimodal interactions. By combining sharp visual design with high-fidelity prototyping, I build cohesive digital journeys that drive both user engagement and business impact.
Selected Work
01
2025-2026
Defined the 2027 product vision and search framework for Amazon Digital, unlocked a $105M GMS increase in 2025.
02
2026
Led the end-to-end launch of Amazon's net-new digital gifting feature, unlocking a projected $176M in 2026.
05
2022-2023
Led the design of a proximity-aware interface that dynamically adapts content based on user presence, driving engagement for 40M+ Alexa customers.
Intuitive, aesthetic, impactful
From 0-to-1 feature launches to end-to-end journeys. Here is a selection of systems and platforms I've recently built.
03
2024-2025
Directed the end-to-end experience of the in-car Alexa appstore, bridging voice UI with visual interfaces.
04
2024-2025
Architected an adaptive, themable design system enabling OS-level Alexa integration across global enterprise partners.
06
2020-2022
Built and maintained the core multimodal UI framework, establishing the foundational components, type ramps, and responsive templates
07
2019-2020
Developed in collaboration with Microsoft, this low-cost mobile camera and companion app empowers non-medical professionals to perform accessible retinal disease screenings.
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