AMAZON

driving the vision for checkout delivery

OVERVIEW

Dec 2023 - Current

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IOS MOBILE AND DESKTOP REDESIGN
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UX DESIGN STRATEGY
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CREATIVE STORYTELLING
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END-TO-END PRODUCT DESIGN
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Over three years, this project evolved in two deliberate phases: Phase 1 re-architecting the legacy checkout system and establishing the visual language and delivery messaging framework, and Phase 2 reimagining what checkout delivery experience could be for retail customers. The goal is to solve for different shopping missions and customer needs, supported by a cohesive creative direction built to scale across Amazon's delivery ecosystem.

THE PROBLEM

Amazon's checkout experience had grown fragmented and complex, creating friction at a critical conversion moment as expanding delivery options made it harder for customers to weigh speed, cost, and convenience.

The existing checkout experience treated delivery as a one-size-fits-all list of options, creating unnecessary friction and limiting personalization. This presented an opportunity to redefine what delivery means to customers and how to design a preference-driven experience.

SETTING THE NORTH STAR

Through systems and strategic thinking, I led the vision to simplify and bring clarity to delivery across Amazon’s checkout to move towards a personalized preference-based delivery experience.

This shift required rethinking not just the UI but the underlying system logic, and my role centered as much on alignment and storytelling as design, leading vision-setting sessions with senior leaders, leveraging research in complex tradeoff discussions, and partnering with Product to establish personalization guardrails.

RESEARCH TO INFLUENCE

Partnering closely with Product and Research, I directed three large-scale studies spanning 100+ user tests and 20+ moderated interviews to uncover friction points, validate concepts, and surface customer mental models. The synthesized findings reframed the problem from presenting more options to guiding confident decision-making, forming the foundation for our design strategy and experimentation roadmap.

IDEATION

The research I led identified gaps and opportunities and paved the way for emerging concepts such as delivery preference groupings, time-slot selection, and new visual hierarchies for delivery information that would inform my team on our design direction.

I led visionary goal-setting sessions with partner teams through journey mapping and whiteboarding to uncover shared challenges and opportunities that unified the checkout experience across teams. Through rounds of ideation and iteration, I presented early concepts to cross-functional stakeholders from Delivery Program leads to VP level, shifting the conversation from simplifying consistency to making delivery decisions effortful and meaningful for customers.

This process shaped a North Star Vision for Checkout and helped me work backwards to define what a new delivery messaging framework could look like.

By leading rounds of iteration, partner reviews, and brainstorming sessions, I built strategic and design alignment across stakeholders, moving the creative vision forward with clarity and conviction.

IMPACT

Phase 1 wasn't just a technical milestone — it proved that design-led thinking could move the needle at Amazon's scale. Launching across the US and Japan in Q3 2025, the new delivery messaging framework drove +$85MM in Gross Contribution Profit, +$142MM in Customer Sales, and a +0.05% increase in Units per Box, marking the first financially impactful delivery design in over a decade.

Beyond the numbers, it established a shared language for intent-based experiences across teams and created the alignment needed to pursue something far more ambitious. That momentum unlocked larger investment and organizational buy-in for Phase 2, opening the door to reimagine checkout delivery from the ground up.