Analog Series: Meet Aparna U.

Aparna Unnikrishnan, head of the Fire Tablet UX Design team, shares her philosophy on designing with purpose and empathy. Through creative exploration and customer-first thinking, Aparna highlights how great design begins with understanding real needs and delivering impactful solutions. She emphasizes the liberating joy of creation, from arranging flowers to crafting user experiences, always striving to elicit emotion and value. At Amazon, collaboration and ownership drive innovation, allowing designers to push boundaries while shaping a culture of continuous growth and innovation.