KP
Kelley M Pelleg
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Amazon Health Services Unified Design System

I currently lead strategy and design for Amazon Health Services design system for the health customer & One Medical patient and provider cohorts. Established in 2025 after a global rebrand, my team’s aim is to unify all user experiences under a common visual identity while improving consistency, quality, and speed internally. For privacy and confidentiality, design examples and detailed case studies are available by request— some details may still be redacted due to company sharing policy.

Above Cover Image features a frame from an Amazon One Medical pay-per-visit national advertising campaign and is not a direct product of my work.

Overview

After Amazon acquired One Medical and launched a new brand identity, Amazon Health Services needed a scalable way to apply that identity across healthcare contexts—from retail health shopping to pharmacy to primary care.

As Design Systems Lead, I established the foundational design system and governance model that allows the brand to evolve based on customer context while remaining cohesive across products and platforms.

This system enables Amazon Health Services to scale faster, ship consistently, and evolve its healthcare brand without fragmenting the customer experience.

My Role

As single-threaded leader for the Amazon Health Services Design System, I

  1. Defined system strategy, brand application, and token architecture

  2. Led cross-functional partnership across UX, Brand, Engineering, and Accessibility

What I delivered

Design System v1 with base and semantic tokens for color, typography, spacing, layout, and elevation— applied across 3 brands.

  1. A context-aware visual design framework defining primary contexts in the customer journey between Amazon retail UI and One Medical patient care.

  2. Visual repaint of the One Medical member app, applying the new brand without requiring a complete system rewrite.

  3. Figma libraries and system documentation adopted by product teams.

  4. Engineering adoption of tokens across web and mobile platforms.

Impact

  • Unified visual language across Amazon Health Services and One Medical

  • Supported the largest go-to-market launch in recent org history

    • Aligned designs across 8 teams

    • Achieved 83% positive CSAT in week one post-launch

  • Secured funding for:

    • Dedicated Design Systems headcount

    • 2 full-time system engineers

    • Multi-year OKRs reported to executive leadership

  • Established a scalable governance model now supporting multiple consumer health brands

Please reach out for design examples and read more about my role and responsibilities on my resumé. Thank you for understanding.