Rufus is the new AI shopping assistant on Amazon’s retail app. Launched in July 2024 to millions of customers on Amazon mobile, Rufus answers questions about everything from product details and recommendations, to order history and tracking.
THE CHALLENGE
The Amazon catalog offers a massive selection of items across many product categories, brands, and price points. While this is convenient when a customer is looking for a specific item, it can be overwhelming when a customer seeks to understand their options, make comparisons, or dig into product details. We set out to leverage Amazon’s latest LLM capabilities to offer customers an intuitive way to mine the breadth of Amazon catalog information through a natural-language conversational interface. A special challenge in our process has been the lack of precedent working with nascent technology, determining how to design with capabilities that evolve by the week.
PUBLIC LAUNCH 2024
MY ROLE
Design Owner for 7 feature workstreams
Strategic Design Leader
Oversee 6 UXDs and 3 Conversational Designers
KEY PARTNERS
1 UX Research Team
2 Product Directors
8 Product Managers
2 Data Science Leads
7 Engineering Teams