Purvi Shah

Purvi is a seasoned design executive with deep experience shaping customer and enterprise experiences across top global commerce, retail, and payments brands. Throughout leadership roles at Target, Amazon, and Visa, she has led large-scale digital and AI transformations that elevate design maturity, accelerate innovation, and connect human-centered experiences to technology for measurable business impact.

As SVP, User Experience at Target, Purvi leads across the enterprise, including design, research, accessibility, and emerging experience capabilities. Her organization shapes experiences across Target’s digital, store, supply chain, core capabilities, and partner ecosystem, with a focus on making experience a strategic driver of differentiation, loyalty, and growth.

Previously, Purvi held design leadership roles at Amazon and Visa among others, where she advanced design excellence and global experience strategy across complex products and platforms. Her multidisciplinary background has shaped an adaptive, systems-oriented leadership approach grounded in customer insight, strong craft, empowering culture, and data to drive business outcomes.

Purvi holds degrees from New York University, Parsons School of Design, certificates from Harvard Business School and Cornell University. She a board advisor and founding member of the Design Executive Council.