Setu Kathawate

Sr. UX Designer

• Pioneered Full-Circle Design, a methodology that eliminates fidelity loss across the entire product development lifecycle by unifying research, design, prototyping, validation, and engineering handoff in a single AI-powered environment. Proved the approach on an executive reporting tool: code-based prototype achieved 1:1 pixel parity with production — zero specs, zero redlines, >90% reduction in handoff time.
• Built the infrastructure to scale this new way of working across a 45-person design studio: a shared code repository (8–10 designers contributing within the first month), automated dev environment setup that reduced onboarding from 5+ hours to ~2 hours (fully independent, no hand-holding), and the studio's first designer-to-designer code collaboration.
• Designing an AI-native data intelligence platform that helps Amazon's senior leaders make more informed, strategic decisions in minutes — surfacing the biggest customer issues and opportunities through automated 5-why analysis, replacing days of manual work across multiple teams.
• Created an AI-powered work journal to help Amazonians document accomplishments and collaborations more consistently — improving the quality of peer and business review inputs. Currently piloting with beta testers.
• Built and deployed a Kiro Starter Kit that reduced onboarding time from 2-4 weeks to 15 minutes — enabling 45-person design studio to adopt AI-assisted development with pre-configured workflows, design system integration, and automated documentation patterns, saving 160+ hours of cumulative learning time.

• Led product strategy for one of Amazon's early generative AI initiatives in 2023 — an LLM-powered ambient intelligence project in fulfillment operations that replaced traditional I/O devices with a natural language interface: ask a question, get an answer, take action.
• Redesigned Driver Support across 5 marketplaces, reducing abandon rate from 78% to 72.5% by replacing fragmented support with context-aware flows and an AI chat assistant — $2.7M annualized savings and 15.5% improvement in self-service efficacy.
• Created an integrated operations platform for 5,000+ managers across 175+ fulfillment centers, unifying tools into a single dashboard to monitor network health and resolve exceptions — resulting in 150M+ additional customer packages shipped on-time.
• Guided the studio's AI tooling strategy — identifying high-ROI tools and blocking investment in poor-fit options, accelerating AI adoption across 45 designers.
• Piloted and scaled the Agile UX process studio-wide, providing the data and feedback loop that enabled UX Ops to roll it out to 50+ practitioners — reducing handoff friction between design, product, and engineering.
• Convinced director-level leadership to keep the existing design system by researching trade-offs across teams and presenting a clear cost-benefit case — saving months of migration work and preserving team velocity.

Sr. UX Designer

• Designed warehouse management dashboards that improved outbound shipping efficiency by >25% and inbound receiving by >100% — directly reducing operational costs and improving delivery reliability.
• Established data-driven design practices in a team with no prior design culture — shifting conversations from feature requests to user outcomes.