Streamline bot management, and make chatbot creation accessible to all.
Product DesignUser ResearchDashboard
Challenge
Amazon Registry controls over 20 Top Level Domains, and .BOT captures close to 50% of all its customers. Since .BOT customers are primarily chatbot creators, Amazon introduced a series of chatbot services to support their bot-making journey.
No single management system existed, so creators juggled disconnected tools across their bot-making journey.
New features were easy to ship but hard for creators to discover once they landed.
The dashboard had to serve casual hobbyists and professional bot contractors equally well.
Users
Primary: Expert Bot Developer
Builds bots from scratch for sensitive use cases, and wants every bot they ship to be the smartest it can be.
Secondary: Small Business Owner
No technical background at all, just wants a basic bot that streamlines orders and pickups.
Product Team & My Role
Product Designer: owned all user interface, branding, user experience, and usability testing end-to-end, working alongside Product, Partner Management, and an 8-person development team.
Product Designer
Owned all user interface, branding, user experience, and usability testing.
Product Manager
Owned the product's business and technical requirements.
Program Partner Manager
Managed enterprise-level bot creator partners.
Development Team
A team of 8 software developers working across every aspect of the chatbot creator projects.
Design and Product Decisions
Designed a collapsed dashboard view so creators managing a dozen or more bots don't get overwhelmed.
Built bot cards with no direct CTA, revealing detail only on hover or click, keeping the dashboard scannable at a glance.
Grounded every decision in real research across six distinct creator personas, from teenage hobbyists to enterprise contractors.
Results
50% of .BOT Customers
Are chatbot creators, the core audience this dashboard serves.
3 Unified Services
Bot-to-Bot, Home.bot, and Creator Dashboard in one place.
6 Creator Personas
From teenage hobbyists to enterprise bot contractors.
360 Minutes of Research
Across 12 interview participants before a single wireframe.
Product Overview
Amazon Registry controls the .BOT top-level domain, and the Chatbot Creator Dashboard ties together three services bot creators need: a domain name, a discovery chatbot, and a way for bots to talk to each other.
Click the diagram to zoom in, scroll to adjust, drag to pan.
Design Process
Since this experience builds on top of the existing .BOT domain purchase flow, I first mapped the user flow to identify where the new dashboard connects to that flow, then translated it into detailed wireframes focused on information hierarchy.
Click the diagram to zoom in, scroll to adjust, drag to pan.
