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I led end-to-end UX for the Learning Hub — a portal inside the Amazon Flex app that gives delivery drivers personalized, in-the-moment guidance so they deliver better, hit their metrics, and stick around.
02 The problem
The problem: delivery drivers don’t have enough guidance when dropping packages — unclear addresses, confusing layouts, no clear way to find the right spot. That means delays, lower delivery quality, and fewer future job opportunities.
With no real support from the company, drivers turned to Reddit, Facebook and GroupMe to ask each other for help. The knowledge existed — it just lived everywhere except the app they actually work in.
03 Process & research
The research team interviewed a diverse group of drivers to understand the challenges of getting packages delivered — with two north-star goals: keep new drivers motivated and engaged, and improve on-time delivery. I paired that with a competitor analysis.
Low satisfaction with learning opportunities — and the FAQs we had, drivers simply don’t read.
New drivers lean on fellow drivers and online communities because company support isn’t there.
Drivers are unsure how to improve metrics like on-time performance — the thing their job depends on.
Low-fidelity wireframes for several mobile experiences, tested and refined throughout. It came down to two concepts.
We shipped the design that focuses on the next part of the journey — not a wall of tips when a driver opens the hub.
04 The solution
A personalized hub that meets drivers where they are — surfacing the right guidance for the job in front of them, in the app they already use.
05 Impact
Bringing guidance into the app moved the numbers that matter to a gig workforce — engagement, retention, performance, and how drivers feel about the job.
Drivers actually opened and used the hub.
New drivers stuck around at a far higher rate.
Better guidance, better deliveries.
How drivers feel about the work climbed.
06 Reflection & role
I led UX end to end — clarifying business goals with product managers, building flows and wireframes, UI and interaction design, prototyping, and presenting to stakeholders. I worked closely with content design to make sure we spoke to drivers the right way, and partnered with engineering through refinement and handoff.
Meet people in their flow. Drivers weren’t going to read a manual — the win was surfacing the one thing they needed for the job in front of them, right inside the app they already open.
Design with the researchers. Partnering tightly with the research team on which goals to chase kept the hub anchored to real driver pain, not assumptions.
What I owned
Partnered with
