Designing Amazon Payments Experience WW
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should make a purchase. Tap into your creativity. You’ve got this.
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.
Must include
Research/Data
UPX Customer Frustation Summary & Workshop
UX Designs
Select (points, toggle) Register (CC registration, securty messaging)
Mini browser A carosual on US/EU/JP/MENA/MX exampels
UPX MLP (mini browser)
UPX Value Prop (mini browser)
UPX Wallet Vision
UPX CX Bar Benchmark (scrollable)
Success
UPX launch success data 1
Scale - 100PXBR
PayStudio documentation
Photos carousel
Define the problem with X stakeholders
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. [Customer Obsession] [Dive deep]
Modernized UPX Selection & Registration
Redesign Highlights
MCX PaySelection (enable points)
In Q2’22 Rocky contributed to MCX Pay Selection by proposing: 1) improved toggle buttons CX for applying balances such as GC, Points, EBT, HBA. 2) unification of associated error messaging for EBT and HSA / FSA into a common framework. 3) re-ordered payment methods to separate out the primary instruments from the balance-based ones. The launch result has positive and significant GCCP impact of +$33MM and +$420MM in DSE OPS and drove 13 APX clients for adoption (includes Retail, Amazon Business, Amazon Pay etc), it also influenced partner’s launch strategy, for example, Amazon Fresh is now using MCX with improved EBT + HSA/FSA sleeves, and HBA team is current running their HBA 1-click Checkout experiment using the balance CX that Rocky worked on within MCX Pay Selection. [Deliver results] [Invent & Simplify]
Before
Critical features are buried with rarely used features in hamburger menu. The bottom nav bar is over used.
✔ After
Add key Data point
MCX Registration/Error Handing
In Q2’22, Rocky led the Inline Validation & Security Messaging improvement for MCX Registration by proposing: 1) inline alert and dynamic validation for the card/account number, inaccurate expiry dates, and empty field checks. 2) network logo confirmation once the card is validated. 3) security messaging below the Continue button. The launch result proved that Inline Validation in the card form reduced the page level errors by 95% (from 673k page level errors in Control to 34k errors in treatment). All the enhancement drove GCCP $95MM, OPS $262MM for 13 APX clients, registration success rate is up by 25bps. [Deliver results] [Invent & Simplify]
Before
“Week,“ “Month“ are essentially a “Day“ view with picker.
✔ After
Add key Data point
Stakeholders communication
UPX Value Prop
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
Vision - Amazon Wallet
UPX MLP CX Share
UPX CX Bar
“I was catching up with a Principal UXD who has been at Amazon for over 13 years. To give him an idea of what our team does I shared our UPX Value Prop page. His response “The UPX Figma page is probably the nicest Figma page I’ve seen at Amazon. That’s cool...Definitely inspirational.” ”
“This is what I wanted for a long period of time on UPX”
How do you enforce a consistence experience across different geos and get buy-in?
Pattern Unification
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]
Photos at Amazon
Grateful for my time at Amazon.
Client
Name here
Year
01/01/000
