As the sole UX writer for worldwide (WW) Amazon Prime, I benchmarked, adapted, and established UX writing and content design best practices, which to date had been operating under ad-hoc principles applied by unaccounted-for contributors with inconsistent review and little customer research
• Strategically blended the Chicago Manual of Style with Prime-specific branding, terminology, and touch points, bridging gaps between internal operations and live customer experience
• Designed all content and information architecture for the Prime UX Writing Wiki
• All documentation also serves as guardrails for internal and external generative LLM models used across Prime and Amazon, including Rufus
Prime UX Writing wiki home:
UX Writing (UXW) resources and Prime UXW tenets, as well as proceduces and mechanisms for anyone on Prime or at Amazon to get direct UXW support
Prime Content Strategy Playbook:
A self-service guide to designing content for Prime across the customer journey, establishing a content strategy that aligns customer goals—defined through Prime User Research as “jobs to be done”—with approved Prime design elements and language, ensuring handwritten and AI-generated messaging remains consistent, accurate, and useful across global Prime touchpoints
Prime Content Design Style Guide:
Content, grammar, and style guidelines for textual design elements not otherwise grounded in Design Library components, providing guardrails for open-ended messaging and generative AI that allows for creativity and experimentation while maintaining consistency of voice, tone, and content
Prime UX Glossary:
A repository of Prime-specific language and branded terminology, providing guidelines for usage while accounting for exceptions and edge cases
Prime UX Writing AI Assistant:
Prompting best practices and working prompt library for the internal AI assistant created by the Prime UX Writer to generate and review content design according to WW Prime writing standards. Resources to help UX designers, engineers, and product partners to determine the right words, tone, and content strategy for particular UI elements, placements, or entire flows in their Prime experience by asking questions of the agent or submitting exported Figma PDFs for review.
See the AI assistant in action 🤖I also contribute to the standardization of our most reused design elements in the Prime Design Library, wherein I:
• Componentized UX writing guidelines across 130+ UX/UI design elements and patterns for worldwide Prime, providing both research-driven guidelines and instructional placeholder text that allow for content experimentation while prescribing exact strings where required for Legal, Brand, and/or consistency
• Develop strategic communication that blends marketing and transactional language for Prime end-to-end experiences spanning the customer journey, from acquisition to engagement and retention
• Collaborate with Brand and UX designers to provide clear, concise guidelines for use of foundational design elements, including color, typography, and accessibility guardrails
Selection of key Prime Design Library patterns & layouts:
Badge
Benefits Grid
Cancellation
Cards
Flyout
Prime Benefits Challenge (inventivized onboarding)
Upsell Detail Page (acquisition)
White Glove Pipeline (conversion)
I also continuously partner with our Brand team to provide overarching copywriting strategy and guidance to cross-channel marketing playbooks, influencing how Prime is positioned throughout the funnel and across the globe:
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