AMAZON

The Affordability Problem

How do you show every deal without overwhelming the customer?

Role
UX Lead

Years
2021-present

Impact
50+ launches across the globe · VP-led vision initiative · Scaling to 5 markets¹.

50+ launches across 4 years

BNPL. Bank discounts. Cashback. Installment savings. I led UX strategy for all major affordability levers across NA and Europe. Patterns scaled to JP, BR, MENA, AU, and SG.

Affordability Carousel - Final

When everything broke

High inflation made affordability essential. But more options meant more confusion.

“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)

In 2024, we tried showing every deal at once. A user study surfaced Installments, Coupons, Bank Offers, and Cashback simultaneously — 18 price points, 9 landed prices.

Users couldn't calculate the actual cost. They froze.

Amazon's SVP of International Stores saw this and demanded immediate action.

From showing everything to recommending the best

The vision: Individually Smart, Collectively Simple. AI ingests price, credit, coupons, and interest rates — then recommends the single best path.

Feature the Best: Pay Now & Pay Later

Surface the lowest best pay-now and pay-later option for each customer.

Honor Payment Intent

Respect what the customer shopping intent they've expressed and adopt the shopping experience

Transparency Over Ambiguity

Show real costs upfront. No hidden math.

Solidify Value & Trust

Reinforce customers trust on the savings feel real and Amazon is an affordable place to show

The End-to-End Vision

Based on my 4 years leading affordability UX across NA and Europe, VP leadership tapped me to define the end-to-end vision, 11 touchpoints from AI chatbot entry to post-purchase savings.