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Amazon pay design system

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Designs challenges:

In the absence of a designated design system for payments, designers resorted to using RIO (design system crafted for shopping experience) as a visual reference only and not the its components and patterns as those were not suitable for payments use cases (RIO was primarily designed for shopping experiences). To overcome this problem designers began creating their own versions of components for their respective projects. Unfortunately, this approach led to multiple variations of the same components being used across different projects. Consequently, this resulted in significant inconsistencies and duplications throughout the customer journey.

Tech issues:

Amazon Pay flows are hosted on 9 different stacks, each with its own distinct design challenges. Consequently, reusing components was not feasible, necessitating the creation of each component from the ground up for every project. Thus, extending the development timeline significantly.

Impact on customer experience

All these issues lead to an extremely inconsistent experience for our customers. The absence of predictability in design not only leads to confusion and frustration but also creates a steep learning curve for users and slows down their overall experience. 


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The team is currently developing this unified payment platform tailored to cater to the unique needs of Indian users, offering a seamless and hassle-free payment process both on and off Amazon.

To ensure a smooth implementation, the project has been divided into several phases spanning a two-year period. The first phase launched successfully earlier this year, after one of the most overwhelmingly positive A/B tests conducted at Amazon India.

  • Overall dwell time during the checkout process reduced by about 30%, allowing customers to complete their transactions swiftly and effortlessly.Users were not allowed to Edit or modify an existing list.

  • Payment success rate increased by 600 bps, thanks to increased confidence of customers while making payments.

Note : To comply with my non-disclosure agreement, I have omitted confidential information from the case study. 

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