Checkout Vision, Part 2:
Reimagining delivery as personalized preferences
Note on Confidentiality
This project is currently in development and subject to confidentiality restrictions. As a result, visuals are not included here.
Please feel free to reach out if you’d like to discuss the work in more detail.
Overview
Timeline: Dec 2024 - Current
IOS MOBILE AND DESKTOP REDESIGN
UX DESIGN STRATEGY
CREATIVE STORYTELLING
VISIONARY END-TO-END PRODUCT DESIGN
Detailed in the last case study, phase one of the checkout redesign was focused on re-architecturing an underlying legacy system and simplifying and modernizing a legacy delivery messaging system. This helped set the foundation for Phase two of the redesign - to expand the vision toward a personalized checkout experience.
This goal of this phase is to reimagine how customers select delivery by evolving from static delivery options to dynamic delivery preferences that adapt to different shopping missions and customer needs, while maintaining scalability to support future innovations across Amazon’s delivery ecosystem.
I led the creative and strategic direction for a personalized preference-based delivery experience that anticipates customer intent, reduces repetitive decision-making, redefining what delivery means to amazon and customers.
The creative opportunity.
Phase one of our redesign solved delivery messaging clarity in the moment.
Phase two asks a bigger question: How might we present curated delivery choices that helps drive customers’ decision making across speed, cost, and flexibility in Checkout?
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 rethink delivery selection as a preference-driven experience rather than a list of options.
Setting the North Star: Shifting from static delivery options to dynamic delivery preferences tailored to customer intent.
Rather than presenting customers with a static list of delivery options, we aligned on a new model that personalizes delivery based on customer preferences - prioritizing speed, cost, and convenience depending on intent and context. This shift required rethinking not just the UI, but the underlying system logic that powers delivery selection.
As this work explored future-state personalization, my role focused on alignment and storytelling as much as design:
I led vision-setting discussions and design reviews with senior product and design leaders to help leadership envision intent-based delivery
I leveraged research as data and reference in difficult trade-off discussions with Product and Engineering
I worked with Product to establish guardrails and how personalization should be surfaced.
Designing to influence: Collaboration, collaboration, collaboration…
Given the complexity we faced in phase 1 of this project, we knew this work could not happen in isolation. I intentionally involved partner teams from the start of our design process to be as collaborative as possible, and pressure-test early ideas, ensuring the experience could scale across programs and contexts.
I led ongoing working sessions with cross-functional teams (e.g. Sustainability, Shopping Design, Grocery, DORA, etc) using real customer scenarios and edge cases to validate that each concept worked across different delivery scenarios. We also had to talk through dependencies, trade-offs to help reduce downstream risk, as each team had their own dedicated visions they were also working towards.
Landing the design direction
Through sustained collaboration across product, design, research, and engineering, the work began to converge into a clear and actionable design direction.
I partnered closely with UXR to lead a series of moderated and unmoderated usability studies focused on how customers evaluate and prioritize delivery choices. Within these studies, I was able to explore emerging concepts such as delivery preference groupings, time-slot selection, and new visual hierarchies for delivery information that would inform us on our design direction.
The resulting design direction established a scalable framework that could flex across programs, delivery types, and future fulfillment models, while remaining grounded in customer expectations and operational feasibility. This moment marked the transition from exploratory vision to a concrete, shared direction that teams could confidently build toward.
Engaging Leaders with Research
Most recently, I led 7+ unmoderated usability studies and synthesized insights into a structured research share-out that enabled continuous pressure-testing of proposed designs. This also established a new communication mechanism with my VP and partners to address any stakeholder concerns and receive VP-level approval before launch, which was a critical step to help my team transition from concept to execution.
From Foundation to Funded Future
What makes this milestone especially meaningful for me was the trajectory of the work itself. I was able to lead the delivery messaging framework project Phase 1 scope into success (the first financially impactful design in over a decade), which helped us receive larger investment, and momentum for Phase 2 of this project to pursue a more ambitious reimagining of checkout delivery.
IMPACT
This work established a future state vision for how delivery personalization could function across the Amazon experience, not as a series of isolated decisions but as grounded in customer intent. By reframing delivery through the lens of persistent preferences, the project shifted internal conversations from optimizing individual moments to designing for continuity and trust over time.
The framework created a shared language for intent based experiences across teams, providing us alignment about what personalization will look like across product surfaces and initiatives.
More importantly, it marked a turning point in my practice, moving from designing individual interactions to shaping systems that respect customer behavior, reduce cognitive effort, and build long term confidence.