AMAZON

Unified
Payments Experience

100+ payment methods. A decade of fragmented UX. One unified system.

Years
2021-26

Role
UX Lead · Team of 5

Impact
CEO-level initiative · 10+ UX patterns · 300M+ customers · $1B+ annual impact¹.

The Problem

In 2021, Amazon's payment page served multi-billion interactions annually across 100+ payment experiences, each built independently over 10+ years, resulting in inconsistent UX, outdated UI, broken accessibility, and massive engineering redundancy.

Inconsistent payments UX frustrated customers and hurt conversion

UX research and strategic discovery

From local silos to one global framework

In Q2’ 2022, I led a multi-month discovery process: ran workshops with Amazon business teams across markets to collect their top payment pain points, then worked with payment leadership to stack rank those into the top 10 payment frustrations to eliminate.

Unified

One modern CX across every surface

Trustworthy

Security and accessibility that builds confidence

Scalable

Build once. Ship to 22 markets

“Why aren’t we even doing this?”

Former Amazon CEO, Worldwide Consumer

Presented a 5-year plan to Amazon's senior leadership. Immediate buy-in.

The solutions at scale

From page-level fixes to a system of global patterns. 10 UX patterns I defined and shipped WW.

Card Entry

Redesigned registration form with error validation and security messaging.

✦ Business Impact: 9-Figure

Balances

New UI widget for balance-based methods on Amazon Stores.

✦ Business Impact: 9-Figure

Use BNPL

Unified and simplified payment plan selection in a bottomsheet.

✦ Business Impact: 8-Figure

1-Click BNPL

1 click to use BNPL versus 6 clicks in the previous experience.

✦ Business Impact: 9-Figure

Discounts / Fees

Defined messaging styles for payment discounts and fees

✦ Business Impact: 9-Figure

Smart Checkout

ML powered adaptive checkout flow and smart payment choices.

✦ Business Impact: 8-Figure

BNPL - Mixed Items

UX pattern for items with different interest rates (0% APR vs. Interest).

✦ Business Impact: 8-Figure

BNPL Hosted UX

Hosting partner experience on Amazon to drive conversion and reduce drop off

✦ Business Impact: 9-Figure

BNPL Buying Option

New pattern 2026 rolling out in emerging countries

✦ Business Impact: 9-Figure

Search

Payment link buying option autocomplete and fast add to cart from Search

✦ Business Impact: 8-Figure

Strategy & Approach

Interact with Prototype

Play Video

Interact with Prototype

Play Video

Driving global adoption

Unifying 100+ payment methods across 22 markets doesn't happen in Figma. Here's how I drove cross-orgs/geos adoption from 2021-25.

Shipped to 9 regions

Payment products I led using the UX patterns I defined:

100+
Payment Experiences

        One unified payment framework.
      
20+
Business Lines

        5 continents, 300M+ customers.
      
$1B+
Annual Commerce Impact

        Annual commerce revenue from unified payment adoption.
      