AMAZON

Simplifying Amazon Affordability

Simplifying complex affordability choices and reimagining how customers discover the best payment options for their purchases.

Years
2025-present

Role
UX Lead

Impact
Aim to scale across all 22 geos Amazon stores, drove conversion and discovery¹.

CONTEXT

Affording the Shopping Cart

In a high-inflation era, flexible payment options became a necessity for customers to manage their purchases. I led the design strategy to simplify these complex financial choices, reimagining discovery across Amazon stores.

AFFORDABILITY
LEVELERS

Influencing 50+ Launches in 4 Years

There’re various payment affordability levers including Bank Discounts, Instant Payment Offers (e.g., PIX), Cashback, Buy Now Pay Later and Installment Interest Savings.

In the past four years, I led the UX strategy for multiple flagship Affordability products—including Buy Now Pay Later, payment-based discount, cashback—across North America (US, CA, MX) and Europe. Patterns I defined scaled to JP, BR, MENA, AU, and SG.

Affordability Carousel - Final

PROBLEM

Affordability discovery
are overwhelming

In 2024, our ambition to showcase every affordability lever hit a wall.

An user study by the India team attempted to surface all available options on this "comprehensive" design to test if users could find the best deal.—Installments, Coupons, Bank Offers, and Cashback—simultaneously, it has 18 price points, and 9 total landed prices.

The results were catastrophic. Participants were paralyzed, unable to calculate the actual price, and lost trust in the platform. Other Amazon Senior Vice President is in shock and worried about the negative experience on custoemrs.

“Can I see the mocks for this? The analysis is very concerning.”

Senior VP, Amazon International Emerging Stores (In response to the fragmented Affordability experience)

2026-28 STRATEGY

Smart Concierge

We pivoted our strategy from Displaying Options to Recommending Decisions. The vision: Individually Smart, Collectively Simple. We utilize AI to ingest all variables (Item Price, User Credit, Coupons, Interest Rates) and output the single best financial path.

Feature the Best: Pay Now & Pay Later

Honor Payment Intent

Transparency Over Ambiguity

Solidify Value & Trust

Reimagining the E2E Journey

On Q4'24 I was leading this workstream as a principle UX Designer by emerging country VP leadership to solve the CX problem along with IN Shopping Experience Director. This vision influencing touchpoints beyond the Payments discovery, it is proposing end-to-end shopping experience integrating with GenAI chatbot, Storefront, Amazon Store GenAI (Rufus), smart and simplfiied DP, and the post-purchase