Modern Delivery
2022 / 45K still growing to 100K
Smart Delivery Application
THE MISSION: Advancing Amazon’s 2040 net-zero Climate Pledge, I led the Rivian Electric Delivery Van (EDV) design initiative in close partnership with Rivian.
Spearheading the Amazon-Rivian design partnership, I owned two core pillars: embedded software automation and the phygital in-vehicle experience.
THE MISSION: Advancing Amazon’s 2040 net-zero Climate Pledge, I led the Rivian Electric Delivery Van (EDV) design initiative in close partnership with Rivian.
Spearheading the Amazon-Rivian design partnership, I owned two core pillars: embedded software automation and the phygital in-vehicle experience.
THE PROBLEM SPACE 1: Driven by double-digit annual growth consistently, relying this scale on mobile phones became a major liability for delivery efficiency and driver safety.
Mobile technology has played a critical role in helping Amazon scale its logistics and delivery operations at an unprecedented pace. But as the world’s largest online retailer continues to grow, the limitations of mobile phones have become increasingly apparent for work efficiency and driving safety, highlighting the urgent need for better tools that improve both work efficiency and driver safety, especially at Amazon scale. And ultimately, reduce carbon footprint.
THE PROBLEM SPACE 1: Driven by double-digit annual growth consistently, relying this scale on mobile phones became a major liability for delivery efficiency and driver safety.
Mobile technology has played a critical role in helping Amazon scale its logistics and delivery operations at an unprecedented pace. But as the world’s largest online retailer continues to grow, the limitations of mobile phones have become increasingly apparent for work efficiency and driving safety, highlighting the urgent need for better tools that improve both work efficiency and driver safety, especially at Amazon scale. And ultimately, reduce carbon footprint.
THE JOURNEY: Beyond a simple ICE-to-EV fleet conversion, we expanded the vision to deliver transporter-centered automation and elevate the safety on the road.
As a vertically integrated connected-vehicle, the EDV provided a rare opportunity to rethink last-mile delivery and raise the bar for productivity, safety, and comfort. We expanded our scope to integrate smart automation that aligns with the driver's natural workflow, drastically reducing physical fatigue and cognitive load. A pivotal innovation was the dual-display system, which leveraged vehicle control signals to completely redesign wayfinding and create a seamless handoff between mobile devices and the in-vehicle ecosystem.
THE JOURNEY: Beyond a simple ICE-to-EV fleet conversion, we expanded the vision to deliver transporter-centered automation and elevate the safety on the road.
As a vertically integrated connected-vehicle, the EDV provided a rare opportunity to rethink last-mile delivery and raise the bar for productivity, safety, and comfort. We expanded our scope to integrate smart automation that aligns with the driver's natural workflow, drastically reducing physical fatigue and cognitive load. A pivotal innovation was the dual-display system, which leveraged vehicle control signals to completely redesign wayfinding and create a seamless handoff between mobile devices and the in-vehicle ecosystem.
When the system becomes invisible, the human experience takes center stage.
We designed and engineered the technology to disappear, leaving behind a completely frictionless experience that naturally follows the associate's physical workflow. Nothing is extra, every pixel is essential and intentional, driven by the absolute obsession with simplicity.
When the system becomes invisible, the human experience takes center stage.
We designed and engineered the technology to disappear, leaving behind a completely frictionless experience that naturally follows the associate's physical workflow. Nothing is extra, every pixel is essential and intentional, driven by the absolute obsession with simplicity.
Orchestrating the Vision: Amazon & Rivian - ONE UX
As the lead for the Amazon-Rivian 'ONE UX' strategy, I architected the operational framework that aligned cross-company engineering efforts and directly strengthened the final product experience. Our mission was to build the world’s best delivery experience, and the data proves we succeeded. We have 45,000+ vans deployed today (scaling to 100K by 2028), with driver CSAT growing from an exceptional 4.5/5 at launch to a 4.75/5 today. This deep strategic alignment was the exact catalyst that made 'ONE UX' a reality.
Transporter assocoates anecdotes:
“I can’t go back driving normal delivery vans with mobile phone anymore”
“The Rivian electric delivery van is ideally designed for parcel delivery and offers user-friendly driving experience. The spacious cabin and ergonomic design bring high level of comfort and safety during trips, particularly positive features include good visibility, easy operation and useful assistance system that make everyday work easier”
This project reminded me that designing for scale isn’t just about systems, it’s about people. At 45,000+ electric vans, counting and tracking, every decision we made impacted thousands of transporters on the road every day. What they needed wasn’t more features, but less friction. They needed tools that work intuitively, reduce strain, and earn their trust through every mile.
