Working with Amazon Payments was a special process because I worked for two different teams within the group: one focused on Login with Amazon (LwA) and the other worked on newer initiatives, including Prime Pass (PP). These two systems are connected because of the shared flow and process.
Merchants were hesitant about the benefits of integrating Amazon Payments into their site. How can we make Amazon Payments more appealing to merchants?
Login with Amazon: Login with Amazon allows users (customers) to use their Amazon account and use their information to quickly and securely make a purchase through the site.
Prime Pass: Amazon Payments also had a vision for their customers of free shipping through Amazon through Amazon’s services, which was at the time called Prime Pass (PP).
Prime Pass: The biggest challenge was that would be a new Prime offering and discovering the right fidelity of detail to include on merchant websites and also on Amazon.com.
Login with Amazon: There wasn't any intent on changing the experience with the LwA flow. With the given constraints, I had to strategize how LwA can fit into merchant's flows with minimal conflict.
For over 6 months during my work at UpTop, I was assigned two different projects for the Amazon Payments group.
Login with Amazon: I was a designer working on LWA prototypes for both web and mobile; I shared my prototypes to the PM and discussed the flows with him before handing off to Sales.
Prime Pass: I was the only designer on that team and worked alongside a PM and engineers to design the feature from the ground up. I later worked with a user researcher to uncover pain points during each step of the experience and to test my design choices.
The Login with Amazon team leveraged my Axure prototypes to help them create prototypes even quicker and more effectively than before.
A well-known clothing brand in the UK that I worked on protoypes for is now using LWA and has seen a 34% increase in checkout conversion and has reduced checkout time by at least 70 seconds.
The usability tests for Prime Pass helped validate the overall concept and experience. After the tests, I refined the details of the designs, copy, and interactions then proceeded to create similar experiences for a few more merchants.
Prime Pass was officially announced in November 2014 when the same clothing brand that integrated LwA had also integrated the new benefit of free shipping for customers with an Amazon account.
Login with Amazon: When I first started working with the design team, I wanted to work on a more effecient workflow to decrease prototyping time for designers. This image shows before-and-after screenshots.
Login with Amazon: Early on during my time with the team, I took notes on standard flows and variants, which also helped me create a library of UI elements to help put together prototypes.
PrimePass: Since I had experience working with the LwA flow, I created task flow diagrams to open up initial conversations with the PM to ensure we're using standardized Amazon experiences. This also helped developers understand which screen/interaction goes to what page.