AWS Profile
A unified identity and profile system that maintains consistent user context across AWS services, enabling seamless personalization and reducing cross-product friction at scale.
Project details
- Industry
- Enterprise
- Platform Identity
- Preference Management
- Services
- Product Design
- UX Strategy
- Identity Systems
- Type
- Enterprise
Feature
About
- Enterprise
- Identity Systems
- Cross-Product
- Preference Management
- Profile
AWS Profile is a cross-product identity and preferences layer built on AWS Builder ID that replaces isolated, product-specific profile systems with a unified model for user information across AWS experiences. It provides a single source of truth for profile data that is consistently applied across surfaces such as re:Post, Skill Builder, AWS Blogs, and more. Reducing fragmentation, minimizing repeated setup, and establishing a scalable foundation for identity-aware experiences across AWS.
Project screenshots
From Challenges to Success
We addressed challenges in data complexity, onboarding, and navigation, turning them into streamlined solutions that improve the user experience.
Challenge 1
Fragmented profile systems across AWS with no shared identity layer.
Solution 1
Built a unified profile layer used across AWS products, creating a consistent identity and enabling cross-product continuity.
Challenge 2
No persistent recognition of users across experiences.
Solution 2
Established a persistent identity tied to AWS Builder ID, with shared preferences and consistent data across products.
Challenge 3
Profile data locked within individual product boundaries.
Solution 3
Embedded profile into workflows, allowing users to view and update their information in context rather in separate destinations.
Challenge 4
Inconsistent UX patterns across teams and products.
Solution 4
Defined reusable patterns, components, and interaction guidelines adopted across multiple AWS teams.
Challenge 5
Complex privacy, compliance, and regulatory constraints (GDPR, residency, retention, auditability).
Solution 5
Established clear data ownership, consent states, and region-aware handling aligned with legal and privacy requirements.
Challenge 6
Edge cases across identity states (multi-account users, org accounts, partial or anonymous profiles, conflicting data).
Solution 6
Designed clear system behaviors to handle incomplete, overlapping, and conflicting identity scenarios.
Challenge 7
Unclear data visibility (what users can see vs what systems can use).
Solution 7
Standardized visibility levels (Public, Private, System, Org) with clear controls and expectations.
Challenge 8
Inconsistent behavior across authenticated vs unauthenticated states.
Solution 8
Provided flexible sign-in across AWS Builder ID, Midway (employee SSO) and email while maintaining a consistent profile experience.
Process
We collaborate closely with our client throughout every step, from understanding their needs to delivering a tailored, intuitive solution.
Discovery
- Fragmented profiles
- Identity overlap
- Data inconsistency
Identity Framing
- Auth separation
- Data decoupling
- Cross-region identity
Scale & Patterns
- Cross-service authentication
- Scalability patterns
- Privacy models
Cross-Functional
- Engineering alignment
- Legal constraints
- Privacy requirements
- Brand alignment
Governance
- Adoption model
- Versioning strategy
- Rollout coordination
Brand identity
Secondary
TokenTertiary
TokenNeutral
Token
UI/UX Design
We developed UI concepts and translated them into sleek, functional layouts, ensuring a seamless experience across platforms.
Pain point 1
“AWS doesn’t know who I am across services”
Solution 1
Persistent cross-product identity carrying context and preferences.
Pain point 2
Repeated profile setup across tools
Solution 2
Embedded identity experience within workflows instead of isolated profile management.
Pain point 3
Fragmented profile entry points
Solution 3
Unified, contextual profile system layer.
Pain point 4
High cognitive load from scattered identity data
Solution 4
Simplified information architecture with grouped attributes and progressive disclosure.
Pain point 5
Unclear privacy expectations across products
Solution 5
Explicit visibility controls with consistent labels and predictable behavior.
Pain point 6
Inconsistent UI patterns across AWS ecosystem
Solution 6
Scalable component system with standardized layouts and interaction rules.
Pain point 7
No clear mental model of “profile”
Solution 7
Defined system model: identity (who you are), preferences (how you work), data (what the system knows).
Product images
Measuring Success
- +1,395%
- growth in profile usage (2023–2025)
- 3.6M+
- total users across fragmented AWS surfaces
- ~301K
- monthly active users relying on identity and profile systems
- 8+
- previously fragmented profile systems into a unified experience layer
Design System
We built a design system to keep the product consistent and easier to scale.
Amazon Ember
LightRegularSemiBoldBold
Alexa Kazun
My role
UI/UX Designer
Sole designer leading end-to-end UX strategy for AWS Profile, from 0→1 creation through multi-product scale
Defined a system-level identity model separating authentication, profile data and user preferences
Designed a cross-product UX framework enabling consistent profile integration across workflows
Established scalable pattern system foundations and adoption guidelines for partner teams
Drove alignment across Engineering, Legal, Privacy, Brand and Customer Experience stakeholders
Resolved complex identity edge cases spanning multi-account and compliance requirements
Balanced long-term platform scalability with near-term product integration needs
Cross-Functional Partners
Product, engineering, design systems, marketing, research, accessibility, and content teams partnered with across design and implementation.
Partner
Customer Experience (CX) Team
Partner
Brand Design Team
Partner
Cross-Product AWS Partner Teams
Partner
Legal Team
Member
Product Managers (PMs)
Member
Identity Platform Engineers
Team
Legal Counsel
Members
Product Managers (PMs)
Members
Identity Platform Engineers
Members
Security Engineers
Members
Technical Leads
Members
Legal Counsel
Members
Data Specialists
Members
Brand Designers
Members
Content Designers
Members
Service Design Leads
Members
Service Team Engineers
Members
Product Managers (PMs)
Members
Identity Platform Engineers
Members
Security Engineers
Members
Technical Leads
Members
Legal Counsel
Members
Data Specialists
Members
Brand Designers
Members
Content Designers
Members
Service Design Leads
Members
Service Team Engineers
What's Next?
See More Work
See more of the work I've been creating around what I love doing most.
AWS Profile
AWS Profile unifies identity across AWS services to deliver connected experiences, personalized interactions and reduced friction at scale.