Iā€™m Edward

Principal UX Designer, now product builder. 12+ years at Amazon, designing out defects and designing in delight across warehousing, inventory management and fulfillment. Now I design, code and test with AI, and built Lens37 end to end.

Featured Projects

Streamlining Warehouse Staff and Asset Management
Streamlining Warehouse Staff and Asset Management šŸ”’
A unified multi-device system for associates and managers in Amazon's new AWD warehouses: receive, stow, pick, pack and staff shift planning.
 Lens37
Lens37
An AI startup I co-founded and built end to end, helping consumer brands get discovered and accurately represented by AI assistants.
 Amazon Inbound Innovation
Amazon Inbound Innovation
Efficiency and optimization for Marketplace Sellers and Vendors, sending inventory of all shapes and sizes into Amazon's fulfillment network.
 Inventory Visibility
Inventory Visibility
Empowering merchants with real-time inbound tracking and insights, to reduce anxiety, avoid missed sales and improve their planning.
 The Future of Supply Chain
The Future of Supply Chain šŸ”’
Evangelizing a Global Supply Chain North Star, from factory floor to customer door. Positioning Amazon as a foundational system.
 The Dangers of the Dust Mite
The Dangers of the Dust Mite
A family project: thirty years of dust mite research, published online so families could find it.

How my design process evolved

My process has changed a lot over the years. The foundations haven't: get close to the problem, then make it simpler. What's changed is how fast I can get from an idea to something real.

  1. Pre-2012

    Learning the craft

    England, then Los Angeles

    Started as an interaction design consultant for banks including the European Bank (EBRD) and Baring Asset Management. Built Future Publishing's first UX team as print moved to the web, produced e-learning for public and private sector clients, then led UX at a print company in LA. Design meant research, wireframes and a long road to launch.

  2. 2012 to 2021

    Whiteboards and walking the floor

    Amazon, Fulfillment by Amazon

    Amazon encouraged employees to sell, and I took full advantage. For three years I sold in the US, Europe and Australia, deliberately trying every part of Amazon's supply chain, from cross-border to domestic, to enjoy the profits and feel the pain firsthand. Ideas lived on whiteboards, in workshops and on fulfillment center floors, then became specs for engineering teams.

    See: Amazon Inbound Innovation Inventory Visibility

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  3. 2021 to 2024

    Strategy at scale

    Amazon Warehousing and Distribution

    Defined the vision for Amazon's supply chain future: a global North Star from factory floor to customer door, long-term warehouse capacity planning, and multi-device tools for associates in brand new distribution centers, from handheld scanners to forklift displays. The thinking got bigger, but months still passed between an idea and seeing it work.

    See: Warehouse Staff and Asset Management šŸ”’ The Future of Supply Chain šŸ”’

  4. 2024 to 2026

    Prototypes become real

    Early-stage AI startups

    Advising AI startups, I started building with AI instead of drawing. Clickable mockups turned into working prototypes in days.

  5. 2026 to now

    Straight to working software

    Lens37

    Today the whole loop runs through real, working product:

    1. Get close to the problem. Same as always: be the customer, walk the floor.
    2. Frame it in words. The brief, the constraints, the questions. Writing for AI is design work.
    3. Build the real thing. Working software instead of mockups.
    4. See it, react, refine. Tight live loops, dozens a day.
    5. Put it in front of people. Real users, real data.
    6. Hold the line. Critique, security, and deciding what not to build.

    See: Lens37

Are you building something?

I trained in product design, spent years designing software, and still love anything that crosses between the two. If it's ambitious and a little messy, I'm curious.

Let's talk on LinkedIn