2014—2019
U.S. Bank (Elavon)
Designed point-of-sale and back-office fintech products for merchants—helping businesses accept payments, manage transactions, and run daily operations with clarity, control, and trust.
Hello, I’m Fengbo.
I design AI systems that turn enterprise intelligence into a compounding advantage.
Learning from real work and human judgment, agents and systems become more intelligent and reliable over time—so the organization doesn’t have to solve the same problem twice.
↓My path
A career spent turning ambiguity and complexity into systems people can understand, trust, and use.
2019—2021
AWS
Mapped deeply technical supply-chain operations to uncover where manual work, fragmented data, and systemic bottlenecks held the enterprise back—then designed systems to remove them.
2022—2024
Amazon.com
Led one of the Amazon mobile app homepage’s most significant transformations in a decade, introducing personalized “Window Displays” across one of the world’s most visited digital services so every customer could browse and discover what matters to them.
2024—2025
Orby AI
Led the design team in rethinking human–AI collaboration through an observe–learn–automate–improve cycle—agents understand how work gets done, act on people’s behalf, and involve people where judgment is needed to preserve control and earn trust.
2025—Now
Uniphore
Expanding from improving one workflow at a time to improving how the organization operates—using operational evidence and enterprise knowledge to recommend, validate, and scale increasingly autonomous improvements.
Selected work
Three stories of leading through ambiguity, designing systems people can trust, and delivering at scale.
01 · Orby AI
Designing the evolution from workflow building to AI agents
How a Series A startup moved from recorded demonstrations and visual workflows to agents that could reason, use tools, and collaborate with people.
As Head of Design, I helped navigate an undefined market and fast-changing technology—shaping the product thesis across three eras, building the design practice, and staying deeply hands-on to turn each bet into a coherent, high-quality product.
Product strategy0→1 designHuman–AI collaboration
View case study 
02 · Uniphore
Turning enterprise intelligence into a compounding advantage
Designing the platform where every agent execution becomes evidence—and every validated improvement becomes reusable intelligence.
Following Orby’s acquisition, I led product design across the AI agent lifecycle and shaped the system connecting operational data, evaluation, human judgment, continuous improvement, and organizational knowledge.
Platform strategyAI agentsDesign leadership
View case study 
03 · Amazon
Reimagining the Amazon app homepage
Transforming Amazon’s most valuable mobile surface into personalized Window Displays.
I led the experience vision, directed designers and art directors, secured senior leadership support, and created the framework that enabled hundreds of teams to move together.
Experience visionCreative directionSystems at scale
View case study The first decade
A selective
archive.
Selected work from the first ten years of my design career—the experiences that shaped how I think, lead, and build today.
More from Amazon Shopping2022—2024+
More from AWS Supply Chain2019—2021+
Offers application
A quote-management experience that reduced manufacturers’ workload by 87%.
Notification system
A platform-wide system that surfaced the right information, action, and channel for complex supply-chain work.
Solis component library
A shared foundation of 20 components and a design-development process serving more than 30 applications.More from FinTech2014—2019+
Restaurant POS
A 0→1 point-of-sale product shaped by working backward from the real workflows of restaurant teams.
Web POS
A redesign of the core payment experience for small merchants managing transactions and their business.
Mobile POS onboarding
A first-use redesign that increased successful merchant setup by 20%.Leadership × craft
Strategy becomes useful when people can experience it.
Set the vision
Give emerging technology a clear purpose and a future people can align around.
Make complexity clear
Build mental models that make powerful systems understandable and governable.
Build the practice
Grow teams, principles, systems, and culture so strong design can flourish.
Prototype to learn
Stay hands-on and use AI-assisted development to make the future tangible early.
About me
Builder, leader,
systems thinker.
Core strengths
01Navigating ambiguity in emerging technology
020→1 product leadership
03Cross-organizational influence without authority
04Building and scaling design teams
Over 13 years, my work has ranged from building a design function from the ground up and taking an unproven product thesis through acquisition, to shaping customer experiences at global scale. I built and led design at Orby AI through its acquisition by Uniphore, previously founded the design practice for AWS’s data-center supply-chain platform, and led global consumer experiences at Amazon.
My background in digital media—and my experience with information visualization and photography—shapes how I observe people, recognize patterns, and make complexity tangible.
I’m most energized when the technology is new, the path is unclear, and the mental models are still forming—where design can create shared direction, turn possibility into product, and help teams build a future people can trust.
How I lead
Design leadership principles.
Design how we design
My job isn’t just the product—it’s the environment that produces it. Charter, vision, hiring, and the mechanisms that hold quality together matter as much as any single deliverable.
Operate at whatever altitude the work needs
Set direction most of the time. Go as deep as the details require when the team needs it. Knowing which one to do, and when, is the job.
Clarity is a leadership act
When a team loses its way, the fix isn’t more effort—it’s breaking the problem down, naming the real priority, and giving people a path they can actually walk. Then standing between them and whatever would pull them off it.
Earn the seat, don’t assume it
Influence across product and engineering comes from judgment worth including, not from a title. I’ve built that seat at every company I’ve worked at—not inherited it.
Build teams that outlast any single decision
Good judgment doesn’t scale by staying in one person’s head. The practices, principles, and critique culture I build are what let a team hold a bar without me in the room.