Checkout Vision, Part 1:

Simplifying delivery messaging at scale

  

Amazon’s checkout experience had become fragmented, overly complex, and misaligned with customer expectations around clarity and trust. As delivery options expanded, customers struggled to understand tradeoffs between speed, cost, and convenience, creating friction at the most critical conversion moment.

Overview

Timeline: Dec 2023 - Oct 2025

IOS MOBILE AND DESKTOP REDESIGN

COPY & UX WRITING

DESIGN SYSTEM FRAMEWORK

STRATEGIC DESIGN VISION

I led the vision to simplify and bring clarity to delivery messaging across Amazon’s checkout that scales business needs and solves for customer pain points.

The challenge.

Amazon offers unparalleled delivery flexibility, but that flexibility became a liability.

Customers were faced with:

  1. Overly complex delivery messaging, creating cognitive overload

  2. Inconsistent delivery messaging patterns across surfaces

  3. A lack of clear hierarchy or recommendation logic

This undermined trust, decision confidence, and checkout momentum, which was critical to Amazon’s brand promise.

The challenge was not simply redesigning UI, but redefining how Amazon communicates choice.

Research That Shaped the Vision

To move beyond incremental UI fixes, I led the research strategy in close partnership with Product and Research to understand how customers actually make delivery decisions, not just where they struggle.

I directed three large-scale studies, partnering with a third-party research agency while owning the research framing, hypotheses, and synthesis. Across qualitative and quantitative methods, we conducted 100+ iterative user tests and 20+ moderated customer interviews to uncover friction points, validate future delivery concepts, and surface the mental models customers use when choosing delivery options.

Rather than treating research as validation, I synthesized findings into clear customer missions, decision tensions, and opportunity areas. These insights reframed the problem from presenting more options to guiding confident decision-making, and became the foundation for our creative designs, design strategy, and experimentation roadmap.

my partnership approach

From research, I was able to clearly identify our goal for this phase of the project: to simplify and modernize delivery options while setting the groundwork for a scalable, program-agnostic delivery framework, as there were many different delivery programs that wanted specific branding and visual distinction on Checkout.

To drive initial alignment and get stakeholder buy-in, I facilitated a series of cross-organizational ideation workshops bringing together cross-org stakeholders and leaders (designers, PMs, leadership and engineering partners).

Design Leadership through ideation.

The most fun part for me is exploring design concepts that help leadership and stakeholders push the boundaries of what we are designing for, so we can help leadership and stakeholders see a broader future vision for delivery.

I workshopped "Think Big” sessions that included journey mapping exercises, 6-8-5 sketches, and rounds of lightning sketch sessions to engage stakeholders. Through these sessions, I was able to surface shared challenges, identify shared opportunities and gaps that we could work to unify in the checkout experience across teams.

Through rounds of iteration and ideation, I presented early design concepts to cross-functional stakeholders, from Delivery Program partner leads to VP-level partners. This helped shift conversations from “How do we simplify and bring consistency across delivery option” to “How might we make delivery decisions effortless and meaningful for customers.”

This also helped me form a North Star Vision for Checkout and work backwards to identify what this new delivery messaging framework could look like.

The solution.

Over the year, it took continuous iterative user testing, rapid design iteration, ongoing rounds of stakeholder alignment, and understanding of tech constraints to get the framework right to be easily adaptable, scalable, and usable for customers.

The delivery framework we landed on was focused on grounding delivery in value proposition. This helped:

  1. Reduce cognitive load through intentional hierarchy

  2. Introduced clearer understanding of delivery value

  3. Standardized delivery language across checkout surfaces

I presented this framework up to VP-level, and worked across stakeholder teams to adopt this as a scalable system adaptable to new delivery offerings across marketplaces, and business needs.

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

We launched this new delivery messaging framework across our key marketplaces across the US and Japan in Q3 of 2025. The results were immediate and measurable:

  • +$85MM in Gross Contribution Profit (GCCP)

  • +$142MM in Customer Sales (CSales)

  • +0.05% increase in Units per Box

Additionally, I established a reusable pattern library for delivery messaging that scaled across 10+ design orgs and program teams that defines delivery messaging framework in checkout, streamlining efficiency and design communication across teams.

This phase not only validated our approach; it set the foundation for phase two of our Checkout delivery vision. By reducing friction and aligning orgs around a shared delivery framework, we created the design and technical infrastructure necessary for us to think bigger and design bolder.