Delivered Amazon’s payments UX for millions of customers
Unified Payments CX is a Senior VPs team level goal (S-team goal 2022) to drive the Amazon flywheel by re-imagining the paying CX to improve the consistency, clarity, flexibility, and conversion for WW payment CX. The project's inherent ambiguity stems from its overarching focus on “overall payments CX improvement,” which lacks a well-defined scope from the outset. Compounding this is the diverse array of surfaces, touchpoints, and stakeholders involved — from Amazon Pay, Prime, Music, Kindle and Checkout etc. Each of these entities not only comes with its distinct set of expectations but also unique payment-related challenges. As we attempt to cater to all these individual needs, the project's direction naturally becomes more multifaceted and, as a result, more complex and ambiguous.
2021-23 Drove US/CA launch
2024-25 Drove EU/JP launch
2025-present Desiging for emerging countries
In 2025, upgrade is cover 80% Amazon businesses and services
Proposed UX improvement scaled to 100+ payment methods WW
Customer problems
In Q1’22, Rocky contributed to the success of a series of UPX workshops with 14+ partner teams, and collected critical customer problems from Customer Insights Database/partner team’s inputs to map out top payment frustrations themes which built a solid foundation for 5 UPX pillars, it helped PAE team prioritize and deliver features in the 2022 MLP and 2023 assessment/planning to address key payment customer frustrations.
Evangelize UX Success
UPX Value Page that highlights its value proposition and success stories. This visually immersive page aims to help Amazon businesses (clients) and payment method contributors understand the value of upgrading to UPX: reusable CX widgets for improved conversion, an secure and scalable Dev framework, and cost savings with faster payment method launches.
Providing borrowers with an intuitive and user-friendly process to self-service,
and helping lenders make more informed decisions
Define CX Vision
CX Competitor Benchmark
I drove global UX pattern documentation and Unification for 100+ payment methods
Between Q4’21 - Q2’23, Rocky led over 100+ PXBR related to installment and payment messaging CX. Through these reviews, he identified internal CX gaps: there were no clear UX guidelines for installment CX. This absence led to partner teams proposed emerging installments patterns that didn’t meet the CX standard and increased churn. The lack of guidelines also meant missed opportunities in setting clear guidance for new patterns. Recognizing this, Rocky set a primary goal to actively track new patterns and drive installments pattern unification from past and future PXBR.
Between Q4’22-Q1’23, Rocky drove alignment by proposing CX recommendation to partner team and engaging PAE/Checkout/World Wide Installments into workshops that ultimately help align the UFO in MCX and Tango SPC. In Q4 2023, Rocky recommended and convinced the WW Installments UX team to adopt PayStudio for constructing the “Payment plans” CX design guidelines on the Pay Studio site, featuring design guidelines for installment patterns from North America Payment Products (NAPP), this initiative contributed to PAE team goal “Create a common design language for all payment experiences to drive visibility and improved CX for APMs, Installments, Rewards” by building a centralized documentation site where teams who are launching installment CX can leverage existing patterns.
In H1’23 Rocky led and provided global pattern feedback and best practices for 16 installment PXBR for 11 marketplaces (AU, BR, DE, EG, ES, IL, NA, MX, SG, US, UAE). Rocky audited these PXBR and defined new installment CX pattern guideline in collaboration with PayStudio. For example, 4 PXBR required Rocky to work closely with teams in BR Geru, IL Splitit, AU Latitude, and SG Grab/Atome, Rocky developed a new installments selection pattern (installments required a card selection) and a P0 discovery pattern (which helped built a foundation for MCX discovery framework in these geos). Additionally Rocky is working with Pay Studio team, AAI, and Monthly Invoice team to develop Payment options pattern that simplifies selection CX. [Highest standards] [Invent & Simplify]
