MX retailers have a higher installments penetration (~40-80%) than any other country (except BR), installments are a key pricing driver that create affordability and improve our competitiveness relative to SICs—critical to winning the middle class and contributing to MX business vision of building the store where all Mexicans shop. Expanding our MX installments portfolio is thus a top priority for Int’l Consumer leadership. For the next 2-9 months, MX Installments portfolio will grow from 1 to 4 products, the 4 products addressed business (SPI = more MSI, CPI = profitability) and customer needs (BNPL and Amazon Access Installments provides Pay Later options for customers who have no access to credit), so Amazon.mx can have the same coverage as other MX SICs, this is the key reason why a CX vision was paramount to ensure customers are able to discover and compare Installments in their end-to-end shopping journey. This workstream involves complex ranking logic to determine which offer to surface to a given customer-leading to personalized UX for select personas, furthermore the integration of the existing calculator UX, and discoverability for unrecognized customers as well as for the 2nd and Nth ASINs, further complicating this workstream with the uncertainty on the selection CX.

Such a complex project require defining E2E CX journey with extensive collaboration with various stakeholders. In Q1’23, Rocky benchmarked SICs experience and identified critical CX gaps/customer frustrations on installments discovery and selection, Rocky defined the MX Unified Installments CX to understand if adopting existing CX features (MCX, Tango and UFO) would help make it easier for customer to discover Installments, select, and checkout. In Q2’23, Rocky partnered with WW Installments and DEP team to conduct 4 usability study and 1 weblab to test UFO and MCX features in MX, and used those learning to refine the CX vision and delivered near-term CX improvements to tech, these improvements focused on increasing installments discovery and ease of use prior to UFO and MCX adoption. [Customer Obsession] [Deliver Results] [Highest standards]

In Q3’23, Rocky consolidated the improved MX Unified Installments CX, Item-level Financing (ILF) CX, and MPP experiment into the MX Installments North Star CX vision, Rocky presented this CX vision to L10 MX retail VP (David Miller) and DEP L8 leaderships on multiple other occasions. In August, Rocky delivered mocks and supported tech implementation of UFO, ILF, and MPP in MX. Rocky evangelized the North Star CX to WW Installments and other geos (BR/UAE/IN/EU) to adopt key improvement, for example, the Brazil Installments team is interested in adopting the North Star CX for Brazil with some localization; WW Installments team leveraged the new version of the Calculator CX that Rocky defined for their Comparison CX and Price block experiment (in the US/MX). [Earn Trust] [Ownership] [Think big]