I design AI-powered products and complex enterprise systems.
At Amazon, Dublin. 7 years designing products used by half a million people.
What I've designed recently
Piqsal
Record once, personalise every video: a GenAI video outreach platform
A GenAI platform that turns one recorded take into hundreds of personalised videos, each in the rep's own voice. Sole designer end to end: the workflow, the trust model, the brand itself.
Amazon
A verification system projected to save $27–51M a year
Redesigned dependent eligibility verification so coverage starts on day one instead of after the paperwork, which cut ineligible benefit spend across more than 500,000 employees.
Amazon
One AI assistant, scaled to both sides of the same problem
One of the first GenAI products adopted inside Amazon Benefits. One assistant served both sides, the employee asking what their life event allows and the admin resolving the case.
Amazon
500 exercise videos, narrowed to the one that fits
An unused video library inside Amazon Benefits, made findable with filters built from the constraints employees actually have: sore back, no equipment, fifteen minutes. No cold start.
Why me
7 years of craft
Visual design, service design, product strategy. I've shipped consumer apps, enterprise platforms, and internal tools at Amazon's scale.
AI-native
I have designed how people learn to trust an AI, and how they talk to it. The kind of AI products people actually want to use, not just tolerate.
Systems thinker
I design the whole system, not a single screen. Several devices, several kinds of user, lots of competing needs. That's my favourite kind of problem.
Numbers that matter
$27–51M a year in projected savings. 30% less for a person to read and hold in mind. 60% fewer ineligible enrolments. I tie design work to money.
Cross-functional
I bring PMs, engineers, legal, and data science along. Clear storytelling, confident decisions, no jargon.
Research-led
I watch people do the job, map the whole journey, then test with real users. I build a point of view from evidence, not gut feel.
What I believe
Good design = function + delight
Good design should help someone. And where it can, it should delight them too.
I try to give beauty the same weight as function. Once something works, it's tempting to stop there. But there's usually room for a little joy, and I like to look for it.
Six things I've learned about doing this well.
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Zoom out before you zoom in.
Most problems land on my desk looking like a broken screen. Usually it's a broken system. I map the whole journey before I open Figma.
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Research that changes what ships.
Research is wasted if it doesn't change the build. I take the messy pile (interviews, data, support tickets) and turn it into a point of view the team can actually move on.
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Find the constraint, then flip it.
My best work usually comes out of the tightest constraint. On the verification project, the mandatory checks everyone treated as a blocker turned into the whole feature once I reframed them.
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Design for the skeptic.
AI products don't fail because they're not smart enough. They fail because nobody trusts them. So I design for the doubter: show the sources, show the confidence level, always leave a door open to a human.
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Bring people with you.
A design only ships when PMs, engineers, and legal actually believe in it. I spend as much time framing the decision and telling the story as I do pushing pixels.
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Ship small, learn fast.
I'd rather put something small in front of real people than polish something big in the dark. A phased rollout teaches me more in a week than a month of internal debate.
What colleagues say
"Your innovative approach to simplifying complex benefits management challenges is exceptional. Your curiosity drives you to deeply understand user needs across different systems, enabling you to design elegant solutions."
Robert Smyth in VP @ Mastercard (ex-Manager)
"You have provided top-notch design quality, and since the very beginning, you have been willing to go the extra-mile with recommendations and improvements. A rare combination of craft and initiative."
Selene Lombardi in Creative Manager @ Amazon
"Madhura designed Piqsal end-to-end, turning our vision into a polished and intuitive product experience. Her ability to balance user needs with business goals was exceptional. Proactive, collaborative, and incredibly detail-oriented."
Rohit Kumar in Co-founder @ Piqsal
"She not only built high quality creatives but provided clear and concise communication with myself and the client. Her ability to project manage to meet client needs and deadlines is exceptional."
Rohan Lala in Creative Manager @ Amazon
"Her approach to UX design demonstrates a deep commitment to understanding user needs through thorough research. What sets Madhura apart is her proactive approach to discovery, ensuring designs are grounded in real needs."
Sarah Lee in Senior Product Designer @ Amazon
"She brings product managers, engineers, and stakeholders along on the design journey, making everyone feel heard while keeping the team focused on what matters most. Someone everyone wants on their team."
Jay Coudriet in Senior Design Leader @ Amazon