Alexa Kazun

Pulse

An internal Amazon form builder that powers surveys, feedback collection and analysis across teams at scale.

Example

Project details

Industry
Enterprise SaaS
Form Builder
Data Collection
Services
Product Design
Design Systems
Accessibility
Type
Enterprise
Feature image 1

About

  • Enterprise
  • Form Builder
  • Data collection
  • Admin dashboard
  • Analytics
  • Workflows

Pulse is an internal survey and forms product used across Amazon to collect feedback, manage submissions, and analyze results at scale. It supports both customer-facing and internal workflows, powering feedback loops across thousands of teams.

Project screenshots

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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

Survey creation required first creating a Template, then separately creating a Survey and linking it, with fields only configurable at the template level.

Solution 1

Abstracted template creation from the primary flow, unifying setup under a single “Survey” experience while preserving template-linked backend architecture.

Challenge 2

Configuration and preview were combined within cards, while separate preview behavior did not match final rendering, creating confusion.

Solution 2

Introduced preview-first builder cards with click-to-configure interactions and a dedicated live page-level preview aligned to final output.

Challenge 3

WCAG AA compliance varied across components, causing inconsistent keyboard and screen reader behavior.

Solution 3

Led accessibility audit and rebuilt components to WCAG AA, improving assistive behavior and ARIA labels.

Challenge 4

Creation, configuration, publishing, and results were split across entry points with inconsistent state continuity and navigation.

Solution 4

Unified lifecycle into a single contextual model with consistent state management across draft, publish, and results.

Challenge 5

A personal data check was required before creating smart fields, which are profile-connected fields that were poorly surfaced and understood.

Solution 5

Moved smart fields into an expandable dropdown within the form builder cards, making them optional, discoverable and reducing upfront complexity.

Challenge 6

Components were not structured to extend across form types or cross-team use cases.

Solution 6

Built a design system establishing component structure and visual patterns for reusable survey building blocks.

Process

We collaborate closely with our client throughout every step, from understanding their needs to delivering a tailored, intuitive solution.

Discovery

  • Customer feedback review
  • Flow mapping
  • Mental model gap

Auditing

  • End-to-end flow
  • Information hierarchy
  • Accessibility gaps
  • UX friction points

Re-design

  • Survey-first flow
  • Card-based builder
  • Reduced steps
  • Design System/Patterns

Implementation

  • 16.7K LOC frontend
  • UI refactor
  • Component standardization

Delivery

  • Accessibility overhaul
  • Feature validation
  • Migration safety

Brand identity

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Interactive

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UI/UX Design

We developed UI concepts and translated them into sleek, functional layouts, ensuring a seamless experience across platforms.

  1. Pain point 1

    Static informational landing page

    Solution 1

    Replace the intro page with an action-first dashboard that lets users immediately create forms.

  2. Pain point 2

    Cluttered navigation structure

    Solution 2

    Consolidated all form types under a single section and added “Create a form” button in the side nav.

  3. Pain point 3

    Confusing page similarity

    Solution 3

    Redesign layouts with stronger hierarchy and clearer visual separation between pages.

  4. Pain point 4

    Hidden submission metrics

    Solution 4

    Surface key metrics like responses and status directly on survey cards and dashboards.

  5. Pain point 5

    Weak onboarding experience

    Solution 5

    Replace static instructions with interactive feature cards that guide users through actions.

  6. Pain point 6

    No continuation flow

    Solution 6

    Add a recent forms section to let users quickly resume past work.

  7. Pain point 7

    Slow Form creation speed

    Solution 7

    Optimize for speed with fewer steps and enable one-click form creation for simple use cases.

Product images

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Measuring Success

4K
→ 10K Monthly Active Users growth
~1M
/month Form submissions processed
36K
Amazonians reached across surveys
82
→ 43 NPS decline during initial rollout phase

Design System

We built a design system to keep the product consistent and easier to scale.

Amazon Ember

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Alexa Kazun

Alexa Kazun

My role

UI/UX Designer

  1. End-to-end product ownership, leading the work from system audit through redesign of the form experience

  2. UX architecture, redefining the platform from a Template → Survey → Publish model into an intent-based, form-first flow

  3. Accessibility overhaul, improving consistency and ensuring WCAG AA compliance across core components and flows

  4. Designing card-based builders, inline editing and preview-first experiences to improve usability and speed

  5. Frontend prototyping (Kiro), working directly in the codebase to test and validate design decisions and system constraints

  6. Conducting audits and implementing fixes for WCAG compliance including keyboard and screen reader support

  7. Aligning with engineering on feasibility, system constraints, and safe rollout planning

Cross-Functional Partners

Product, engineering, design systems, marketing, research, accessibility, and content teams partnered with across design and implementation.

  • Team

    Design & Engineering

  • Member

    Sr Product Manager (PMT)

  • Members

    Software Dev Manager

  • Members

    Software Dev Engineer II

  • Members

    Software Dev Engineer II

  • Members

    Software Dev Engineer II

  • Members

    Software Dev Engineer II

  • Members

    Software Dev Engineer I

  • Members

    Software Dev Engineer I

  • Members

    Software Dev Engineer I

  • Members

    Software Dev Engineer I

  • Members

    UI Engineer

What's Next?

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