Alexa+
UX vision definition for Amazon's next-generation AI assistant — 200M+ Prime members.
Portfolio · 2026
james nesbitt
Principal Designer / Design Director · AI Product, UX
I've been designing experiences and brands for over twenty years. Most recently at Amazon, building software for Creators. Before that, I led UX on Alexa+ and the Echo device portfolio, was sole UX designer on AWS IoT TwinMaker, and Creative Director on Marc Jacobs Beauty and Kat Von D Beauty websites.
The wedge
Most designers pick one lane. I've worked across product, brand and systems for most of my career.
Teams hire me when they have a brand they're proud of and a product that doesn't quite show it. I hold both at once. With a modern toolkit, one designer ships the work of three.
Selected Work
Recent and recurring projects, ordered by relevance.
Creator Experience
Sole designer on four Creator-facing systems at Amazon. AI-integrated workflow.
AWS IoT TwinMaker
Sole UX designer on a zero-to-one industrial AR service. Fortune 500 deployments.
Reseller Central
Built Amazon's Reseller Central design system from scratch — components, tokens, and live tooling.
Marc Jacobs Beauty
+78% revenue, +43% AOV.
Kat Von D Beauty
−79% page abandonment, +83% brand affinity.
Voilà
Brand re-launch for Haiti's flagship cellular company. Wyclef Jean spokesman, landmark TV spot.
The Robbins Company
70-year-old global industrial leader. Brand identity for tunnel-boring excellence.
More work to show you. Some needs to stay under wraps until launch, but I'll walk you through my thinking when we chat.
Get in touch →