AMAZON
Simplifying Amazon Affordability
Simplifying complex affordability choices and reimagining how customers discover the best payment options for their purchases.
Role
UX Lead
Years
2025-present
Impact
Aim to scale across all 22 geos Amazon stores, drove conversion and discovery¹.
Affording the Shopping Cart
CONTEXT
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 discovery
is overwhelming
PROBLEM
“Can I see the mocks for this? The analysis is very concerning.”
In 2024, our ambition to showcase every affordability lever hit a wall.
A 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. Leaving Amazon Senior Vice President who oversee the global operation on stores in shock and worried about the negative experience on customers.
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
CX concepts (ongoing)
From left to right. Certain concepts are intentionally blurred due to confidentiality constraints. Contact for case study.
Near-term wins
As we are moving towards this vision, any experiment/launch is a step to the vision.
Recommend label
AI/ML driven to show the best payment method based on customer propensity
8-figure impact
Propensity-driven to feature key affordability Interest-free installments
8-figure impact
Installments in MOD
Payment Propensity-driven to show payment page before checkout
8-figure impact
Dynamic checkout
MORE
PROJECTS
Amazon Unified Payment Experience
ServiceLink Inspect Suite