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Improving payment experience for customers

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Amazon Pay launched in 2018 and quickly expanded to include bill payments, recharges, money transfers, among others. To meet these use cases for both customers and businesses, the checkout flow was modified for each scenario.

By 2020, there were over 40 variants of the checkout flow. Each time customers landed on the payments page, they had to slow down and reorient themselves as they were seeing a new design every time. At the same time, making improvements that can work across checkout flows became difficult as 50+ stakeholders needed to be aligned, and not all of them were on the same stack.

I made the case to my product manager, and we initiated this project to converge all payment flows into one. We wanted to take this opportunity to also address known customer problems and optimise for behaviours that we had recorded over time.


Lead designer


10 months

My role: 

I led design for this initiative. I collaborated with a variety of stakeholders, including product managers, researchers, designers, and cross-functional teams. I used my position to create the vision, influence and align stakeholders, to work towards this unified payment experience.



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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