Hi, I'm Woody.
I design intuitive systems that bring clarity to AI, healthcare, and complex tools.
Currently
Lead designer at Amazon, based in the Pacific Northwest. I design AI-powered driver support experiences for delivery operations worldwide.
On the side, I'm building Beat, a fly-fishing app.
Selected projects
Amazon · Service Blueprint Kit
Making systems thinking an organizational capability
Teladoc Health · Virtual Sitter Platform
A virtual sitter platform built to scale across hospitals
Amazon · Sortation Services
Unifying fragmented products into one integrated system
Sage Bionetworks & Apple · Clinical Research Apps
Growing a clinical app into an open research platform
About
I didn't take a straight path to design. Engineering, math, robotics and biomechanics, even a look at medicine, before I realized what I cared about was where complex systems meet human behavior.
That's still the thread. A decade in healthcare, then large-scale operations at Amazon, taught me the same thing every time: the interesting problems are rarely on the screen. They live in the relationships between people, workflows, technology, and organizations. The interface is just the visible part.
The way I work
Systems thinking
I design for the system around the screen, not just the screen.
Complexity, made legible
Turning tangled workflows into something teams can act on.
Research to shipped
From field study and mapping through to production UI.
Leading through the work
I stay in the craft and lead by shaping the design itself.
Say hello
Let's connect on LinkedIn or say hello via hi@woodymacduffie.com. Feel free to ask me about design, healthcare, bicycles, fly fishing, racquetball, and vinyl.