VAMOS, the Vendor Account Management Optimization System, was originally built as an internal, feature-oriented tool for Amazon Vendor Managers. As the product expanded, the experience became increasingly fragmented, making it difficult for teams to see a vendor’s business holistically and support vendors with consistent, actionable guidance.

As Senior UX Designer and solo UX lead for a 200+ person organization in Japan, I reframed the product direction from an internal toolset into a vendor-first portfolio experience. I led user research, defined the experience narrative, proposed a unified vendor portfolio view, and aligned PMs, engineering, and business stakeholders through workshops. To accelerate buy-in, I partnered with Engineering in a cross-org hackathon to co-build a working prototype, turning the UX vision into something stakeholders could see, test, and prioritize.

The concept was added to the 2025 roadmap, and I continued driving the work into implementation-ready design. The first MLP launched as a pilot across both Amazon Vendor Central and VAMOS, enabling selected vendors and internal teams to access a more connected view of vendor performance, opportunities, and business health.

By 2026, 300+ selected vendors in Japan, including P&G, New Balance, and KAO, were actively using the product. The UX vision was also adopted by Worldwide PM teams in the EU and incorporated into their roadmaps. This initiative created sustained impact by reframing fragmented internal features into a scalable, customer-centered experience, expanding my role from solo UX execution to product framing, cross-org alignment, and worldwide roadmap influence.