I build platforms for the vision, not the ask.
I'm Ben Roach, UX Leader and Principal Designer. Currently driving UX for a new era of AI-driven privacy, safety, and security at Google. Formerly Amazon.
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Most briefs describe what needs to ship, the real work is deciding what needs to be true two years later.
At Amazon, research showed customers were paralyzed by choice. The obvious move was a better recommendation widget. Instead, I built a modular platform that could carry any kind of content into search results, from simple carousels to video and long-form editorial, so customers could decide in whatever format actually helped them. It runs on about 80% of Amazon searches today and generated over $1B in incremental annual revenue.
At the International Rescue Committee, the mandate was one crisis site for Ukraine. Partway through, I realized the IRC's real constraint wasn't Ukraine: they run dozens of crises at once, and every new site took months to stand up. So we shipped Ukraine, then generalized it into a deployment system. It has run in 20+ countries since my fellowship ended, and new sites now launch in under a week.
I’m able to do this by using my Vision Stack framework, which is how I work out where something is actually headed before deciding what to build first.
Let's build what's next.
Vision Stack
Most companies don't fail from a lack of talent—they bleed out paying the silent, multi-million-dollar "tax of misalignment."
The Vision Stack is my breakthrough 5-layer framework that bridges the dangerous chasm between executive ambition and daily team execution, locking your Principles, Purpose, Mission, Strategy, and OKRs into a single, hyper-coherent operating engine.
If you’re ready to stop watching brilliant ideas dissolve into vague roadmaps and endless status meetings, discover how forward-thinking leaders are using the Vision Stack—and AI-driven sprints—to eliminate friction, sharpen strategic choices, and turn high-level vision into unstoppable momentum.
AI Lab
These are my experiments using code as a design medium. Even as a design leader, I believe the only way to master the medium is to build. This space is dedicated to hands-on exploration, using AI to translate ideas into reality.