Making Amazon Pay easier for everyday payments
FinTech
B2C
Overview
While UPI payments are fast, the experience within Amazon Pay is often fragmented across entry points, actions, and flows. This creates friction in simple tasks and reduces reliability. This redesign unifies these interactions into a structured flow reducing fragmentation, improving continuity, and enabling more consistent everyday usage.
Fragmentation
Scattered actions brought into a single flow
Continuity
Steps stay connected without flow breaks
Clarity
Key actions are easier to find and complete
Reliability
Reliability
More consistent experience across payments
Role
End to End Product Design
Tools
Contributors
Problem
Looking into everyday payment behavior revealed that the issue wasn’t whether Amazon Pay could handle payments, but how its experience was distributed across disconnected flows making it less likely for users to reach for it first.
Payments within Amazon Pay are spread across multiple entry points quick actions, bill flows, alerts, and rewards each functioning in isolation rather than as a continuous system. As a result, even simple actions often require users to decide where to start, re-orient mid-flow, or switch between sections to complete a task. This added decision overhead stands in contrast to competing apps, where common payment actions follow a more direct and repeatable path. Over time, this lack of structural consistency weakens recall and reduces the likelihood of Amazon Pay being chosen instinctively for everyday transactions.
Research & Discovery
Examined Amazon Pay alongside Google Pay and PhonePe to understand how payment actions are exposed, triggered, and completed across systems and how these patterns influence everyday usage behavior.
01
System Breakdown
Deconstructed how Amazon Pay structures key actions like scan, send, and bill payments across different entry points.
02
Behavioral Benchmarking
Studied how competing apps guide users toward primary actions with minimal decision-making during frequent payment scenarios.
03
Flow Tracing
Tracked how payment journeys start, transition, and complete across screens to identify breaks, resets, and inconsistencies.
Amazon Home Screen Analysis
Amazon Pay is buried within the broader Amazon app, making it difficult for users to discover and access it quickly.
In the current Amazon home screen, Amazon Pay is placed alongside other services like shopping, pharmacy, and entertainment, without clear emphasis. This reduces its visibility and makes it harder for users to identify it as a primary payment tool. As a result, users rely on indirect navigation or prior familiarity to access it. The redesigned version improves discoverability by giving Amazon Pay a clearer visual identity and positioning, making it easier to recognize and access.
Low Discoverability of Amazon Pay
Amazon Pay is visually treated as just another service, making it easy to overlook and difficult to access quickly for frequent payment use.
Amazon Pay Home Screen Analysis
The home experience is designed to show everything, but not to help users act making even simple payments require extra thinking before starting.
The interface focuses on showing multiple features at once, placing payments, services, rewards, and promotions in the same layer. Instead of guiding users toward a clear starting point, it spreads attention across different paths. This breaks the natural flow of actions, increases decision-making effort, and makes everyday payments feel slower and less predictable.
Unclear Starting Point
Payment actions are spread across multiple areas, with no single clear way to begin, forcing users to decide before acting.
Broken Flow
The path from starting a payment to completing it is interrupted by promotions, tabs, and other sections.
Wrong Priority
Offers and services are given equal or more importance than core payment actions, making it harder to focus on what matters.
No Memory of Usage
The system doesn’t show recent or frequent actions, so users have to repeat the same steps every time.
Mixed Intent
Payments, services, and rewards are all placed together, making it unclear whether the user should act or explore.
Misuse of Key Space
Important screen areas are used for promotions instead of helping users complete actions quickly.
Transaction Screen Analysis
The transaction screen shows activity, but doesn’t help users quickly understand or act on it.
Transactions are presented in a uniform structure with limited visual distinction between different states. Important updates like failures or pending actions are not clearly highlighted, requiring users to read each entry carefully. At the same time, the screen behaves like a static history, without supporting quick actions such as retrying or repeating payments. This makes it harder for users to respond quickly and confidently.
Unnecessary Tab Segmentation
Tabs like All, Refund, Cashback split the transaction view without strong need, forcing users to switch contexts instead of viewing activity in one place.
Limited Transaction Context
Transactions do not provide enough clarity at a glance (type, source, method), requiring users to read each entry to understand what happened.
Static Transaction View
The screen behaves like a passive record of past activity, without helping users interpret or interact with their transactions efficiently.
Reward Screen Analysis
The rewards experience is overloaded with offers, making it difficult for users to identify what’s valuable and act on it quickly.
The current rewards screen presents multiple offers, banners, and reward types in a continuous scroll without clear prioritization. High-value elements like earned rewards and actionable items are mixed with promotional content, making it harder for users to focus and take action. The redesigned experience introduces clearer grouping, reduces visual clutter, and highlights key reward actions helping users quickly understand what they have and what they can do next.
No Clear Priority Across Rewards
All rewards are presented with similar importance, making it hard to identify what matters most.
Cluttered & Repetitive Layout
Repeated card patterns and multiple sections create visual overload and slow down scanning.
No Clear Value Distinction
Users cannot quickly identify which rewards are valuable, reducing motivation to engage or act.
Account Screen Analysis
The account screen exposes too many settings at once, making it harder to find key actions and manage payment-related tasks efficiently.
The current account screen presents a long, unstructured list of settings, mixing critical payment controls with secondary options like help, shortcuts, and promotions. This creates unnecessary scrolling and makes it difficult for users to quickly access what they need. In contrast, the redesigned screen groups related actions, highlights key entry points like payment options and QR codes, and reduces visual clutter making the experience more focused and easier to navigate.
Unstructured Information Layout
Settings are presented as a long list without clear grouping, making it harder to scan and locate important options quickly.
Mixed Priority of Actions
Critical features (payment options, security) are placed alongside low-priority items (help, feedback), reducing clarity on what matters most.
High Navigation Effort
Users need to scroll through multiple sections to access key actions, increasing time and effort for common tasks.
Course of Action
Translating research insights into a clearer, more structured payment experience
Based on the analysis, the core issue wasn’t missing features, but how key payment actions were fragmented across the experience. I focused on restructuring the information architecture and simplifying interaction flows to reduce friction, improve discoverability, and make everyday payment tasks faster and more intuitive.
01
Simplified the information structure
Reorganized the overall architecture to reduce fragmentation, bringing related actions together and making navigation more predictable.
02
Improved entry-point visibility
Highlighted key actions like payments, rewards, and account access to make them easier to find and access quickly.
03
Reduced interaction friction
Streamlined flows by removing unnecessary steps and simplifying decision points across key tasks like transactions and rewards.
04
Made the system more actionable
Shifted screens from passive information displays to more usable experiences by improving clarity and enabling quicker decision-making.
System Design
Information Architecture
The system is structured by organizing features into clear, task-based modules based on how users interact with payments. Instead of scattered entry points and disconnected flows, related actions are grouped into focused sections like Home, Alerts, History, Rewards, and Account. This reduces navigation complexity, improves clarity, and makes it easier to move between tasks without friction.
Design System
Creating a visual system that supports fast, reliable, and accessible payment interactions
With the core flows and structure in place, the focus shifted to building a visual system that can support frequent, high-trust interactions like payments, tracking, and rewards. The system was designed to make key information instantly recognizable, reduce decision time, and maintain consistency across different modules. Accessibility was considered from the ground up, ensuring that contrast, typography, and spacing support readability and usability across diverse user conditions.
Design Principles
Designed layouts to highlight key information like amounts, actions, and status for faster decision-making
Maintained consistent spacing and grouping to reduce visual noise across data-heavy screens
Applied accessible typography and contrast to ensure readability, following WCAG AA standards
System Consistency & States
A unified system was defined for visual elements, interaction patterns, and system states to ensure consistency across the product. Elements like success, error, and active states are clearly distinguished to provide immediate feedback during critical actions. Components follow consistent behavior across different sections, allowing users to interact with the system confidently without relearning patterns.
Amazon Home Screen - Shopping
Improving visibility of Amazon Pay within the home experience
Amazon Pay is currently placed among multiple services without clear emphasis, making it easy to overlook. For a frequent action like payments, this creates friction and slows access. The redesign improves visibility by giving Amazon Pay a clearer position and reducing visual competition, making it easier to identify and access quickly.
Solution
Amazon Pay is repositioned and visually highlighted within the top service layer to improve recognition and access speed.
Rationale
Payments require quick access. Improving visibility reduces reliance on search and aligns with user expectations of instant entry points.
Impact
Faster access to payments, improved discoverability, and increased likelihood of repeated usage.
Amazon Pay Home Screen
A structured payment workspace to complete tasks quickly and access key services
The Amazon Pay home was previously fragmented, with actions and services scattered across sections, making it harder to complete common tasks efficiently. The redesigned screen organizes quick actions and services into a clear, structured layout, enabling users to scan, understand, and act faster without unnecessary navigation.
Solution
Brought quick actions and service categories into a clear hierarchy, prioritizing frequent tasks and reducing scattered navigation.
Rationale
Users typically enter with a specific task in mind. Structuring the screen around actions first reduces friction and supports faster decision-making.
Impact
Improves task completion speed, reduces cognitive load, and creates a more predictable and efficient payment experience.
History Screen
A streamlined transaction view designed for quick verification and minimal effort
The earlier experience made it harder to quickly verify transactions due to split views and inconsistent structure. The redesigned screen focuses on a single, continuous list with clear visual hierarchy, allowing users to scan, compare, and understand transaction details instantly without switching contexts.
Solution
Consolidated all transactions into a unified list with strong visual differentiation for amount, type, and status.
Rationale
Transaction history is a high-frequency, low-attention task. Reducing fragmentation helps users verify information quickly without unnecessary interaction.
Impact
Enables faster transaction verification, reduces cognitive effort, and improves overall clarity of financial activity.
Rewards Screen
A rewards experience designed to make value obvious and actions effortless
The earlier rewards experience focused heavily on promotions, making it difficult for users to understand their actual benefits and what to do next. The redesigned screen shifts the focus to clarity by surfacing key reward information upfront and organizing offers into structured sections. This enables users to quickly assess value, navigate with purpose, and act without unnecessary exploration.
Solution
Established a clear structure with rewards summary at the top, followed by grouped sections that separate progress, available rewards, and discovery.
Rationale
Users don’t spend time exploring rewards. Making value immediately visible helps them decide faster and act with confidence.
Impact
Reduces effort to understand rewards, improves decision speed, and increases the likelihood of users taking action.
Account Screen
A dedicated control layer for managing identity, payments, and security with clarity, trust, and minimal friction
The account screen acts as a centralized control layer where users manage personal information, payment configurations, and security settings. Sensitive actions are structured into clearly defined sections, ensuring users can quickly access what they need while maintaining awareness and control. By balancing accessibility with clarity, the experience reduces friction in everyday tasks while reinforcing trust in critical interactions.
Solution
Designed a structured layout that groups identity, payment methods, security controls, and preferences into distinct sections, enabling quick access while maintaining clarity across sensitive actions.
Rationale
Account interactions are infrequent but high-impact. Clear hierarchy and separation ensure users can act confidently without confusion or accidental errors.
Impact
Enhances user confidence in managing sensitive information, reduces friction in key actions, and strengthens trust in the overall payment experience.
Overall Impact
Discoverability
Clear positioning and structure make Amazon Pay easier to find and access.
Speed
Prioritized actions reduce time to start and complete transactions.
Frequency
Lower friction encourages users to perform payments more regularly.
Competitive
Improved flow aligns with expectations set by leading payment apps.
Adoption
Better visibility of services increases usage beyond core payments.
Retention
Consistent experience supports habit formation and repeat usage.
More Works
(GQ® — 02)
©2024
Making Amazon Pay easier for everyday payments
FinTech
B2C
Overview
While UPI payments are fast, the experience within Amazon Pay is often fragmented across entry points, actions, and flows. This creates friction in simple tasks and reduces reliability. This redesign unifies these interactions into a structured flow reducing fragmentation, improving continuity, and enabling more consistent everyday usage.
Fragmentation
Scattered actions brought into a single flow
Continuity
Steps stay connected without flow breaks
Clarity
Key actions are easier to find and complete
Reliability
Reliability
More consistent experience across payments
Role
End to End Product Design
Tools
Contributors
Problem
Looking into everyday payment behavior revealed that the issue wasn’t whether Amazon Pay could handle payments, but how its experience was distributed across disconnected flows making it less likely for users to reach for it first.
Payments within Amazon Pay are spread across multiple entry points quick actions, bill flows, alerts, and rewards each functioning in isolation rather than as a continuous system. As a result, even simple actions often require users to decide where to start, re-orient mid-flow, or switch between sections to complete a task. This added decision overhead stands in contrast to competing apps, where common payment actions follow a more direct and repeatable path. Over time, this lack of structural consistency weakens recall and reduces the likelihood of Amazon Pay being chosen instinctively for everyday transactions.
Research & Discovery
Examined Amazon Pay alongside Google Pay and PhonePe to understand how payment actions are exposed, triggered, and completed across systems and how these patterns influence everyday usage behavior.
01
System Breakdown
Deconstructed how Amazon Pay structures key actions like scan, send, and bill payments across different entry points.
02
Behavioral Benchmarking
Studied how competing apps guide users toward primary actions with minimal decision-making during frequent payment scenarios.
03
Flow Tracing
Tracked how payment journeys start, transition, and complete across screens to identify breaks, resets, and inconsistencies.
Amazon Home Screen Analysis
Amazon Pay is buried within the broader Amazon app, making it difficult for users to discover and access it quickly.
In the current Amazon home screen, Amazon Pay is placed alongside other services like shopping, pharmacy, and entertainment, without clear emphasis. This reduces its visibility and makes it harder for users to identify it as a primary payment tool. As a result, users rely on indirect navigation or prior familiarity to access it. The redesigned version improves discoverability by giving Amazon Pay a clearer visual identity and positioning, making it easier to recognize and access.
Low Discoverability of Amazon Pay
Amazon Pay is visually treated as just another service, making it easy to overlook and difficult to access quickly for frequent payment use.
Amazon Pay Home Screen Analysis
The home experience is designed to show everything, but not to help users act making even simple payments require extra thinking before starting.
The interface focuses on showing multiple features at once, placing payments, services, rewards, and promotions in the same layer. Instead of guiding users toward a clear starting point, it spreads attention across different paths. This breaks the natural flow of actions, increases decision-making effort, and makes everyday payments feel slower and less predictable.
Unclear Starting Point
Payment actions are spread across multiple areas, with no single clear way to begin, forcing users to decide before acting.
Broken Flow
The path from starting a payment to completing it is interrupted by promotions, tabs, and other sections.
Wrong Priority
Offers and services are given equal or more importance than core payment actions, making it harder to focus on what matters.
No Memory of Usage
The system doesn’t show recent or frequent actions, so users have to repeat the same steps every time.
Mixed Intent
Payments, services, and rewards are all placed together, making it unclear whether the user should act or explore.
Misuse of Key Space
Important screen areas are used for promotions instead of helping users complete actions quickly.
Transaction Screen Analysis
The transaction screen shows activity, but doesn’t help users quickly understand or act on it.
Transactions are presented in a uniform structure with limited visual distinction between different states. Important updates like failures or pending actions are not clearly highlighted, requiring users to read each entry carefully. At the same time, the screen behaves like a static history, without supporting quick actions such as retrying or repeating payments. This makes it harder for users to respond quickly and confidently.
Unnecessary Tab Segmentation
Tabs like All, Refund, Cashback split the transaction view without strong need, forcing users to switch contexts instead of viewing activity in one place.
Limited Transaction Context
Transactions do not provide enough clarity at a glance (type, source, method), requiring users to read each entry to understand what happened.
Static Transaction View
The screen behaves like a passive record of past activity, without helping users interpret or interact with their transactions efficiently.
Reward Screen Analysis
The rewards experience is overloaded with offers, making it difficult for users to identify what’s valuable and act on it quickly.
The current rewards screen presents multiple offers, banners, and reward types in a continuous scroll without clear prioritization. High-value elements like earned rewards and actionable items are mixed with promotional content, making it harder for users to focus and take action. The redesigned experience introduces clearer grouping, reduces visual clutter, and highlights key reward actions helping users quickly understand what they have and what they can do next.
No Clear Priority Across Rewards
All rewards are presented with similar importance, making it hard to identify what matters most.
Cluttered & Repetitive Layout
Repeated card patterns and multiple sections create visual overload and slow down scanning.
No Clear Value Distinction
Users cannot quickly identify which rewards are valuable, reducing motivation to engage or act.
Account Screen Analysis
The account screen exposes too many settings at once, making it harder to find key actions and manage payment-related tasks efficiently.
The current account screen presents a long, unstructured list of settings, mixing critical payment controls with secondary options like help, shortcuts, and promotions. This creates unnecessary scrolling and makes it difficult for users to quickly access what they need. In contrast, the redesigned screen groups related actions, highlights key entry points like payment options and QR codes, and reduces visual clutter making the experience more focused and easier to navigate.
Unstructured Information Layout
Settings are presented as a long list without clear grouping, making it harder to scan and locate important options quickly.
Mixed Priority of Actions
Critical features (payment options, security) are placed alongside low-priority items (help, feedback), reducing clarity on what matters most.
High Navigation Effort
Users need to scroll through multiple sections to access key actions, increasing time and effort for common tasks.
Course of Action
Translating research insights into a clearer, more structured payment experience
Based on the analysis, the core issue wasn’t missing features, but how key payment actions were fragmented across the experience. I focused on restructuring the information architecture and simplifying interaction flows to reduce friction, improve discoverability, and make everyday payment tasks faster and more intuitive.
01
Simplified the information structure
Reorganized the overall architecture to reduce fragmentation, bringing related actions together and making navigation more predictable.
02
Improved entry-point visibility
Highlighted key actions like payments, rewards, and account access to make them easier to find and access quickly.
03
Reduced interaction friction
Streamlined flows by removing unnecessary steps and simplifying decision points across key tasks like transactions and rewards.
04
Made the system more actionable
Shifted screens from passive information displays to more usable experiences by improving clarity and enabling quicker decision-making.
System Design
Information Architecture
The system is structured by organizing features into clear, task-based modules based on how users interact with payments. Instead of scattered entry points and disconnected flows, related actions are grouped into focused sections like Home, Alerts, History, Rewards, and Account. This reduces navigation complexity, improves clarity, and makes it easier to move between tasks without friction.
Design System
Creating a visual system that supports fast, reliable, and accessible payment interactions
With the core flows and structure in place, the focus shifted to building a visual system that can support frequent, high-trust interactions like payments, tracking, and rewards. The system was designed to make key information instantly recognizable, reduce decision time, and maintain consistency across different modules. Accessibility was considered from the ground up, ensuring that contrast, typography, and spacing support readability and usability across diverse user conditions.
Design Principles
Designed layouts to highlight key information like amounts, actions, and status for faster decision-making
Maintained consistent spacing and grouping to reduce visual noise across data-heavy screens
Applied accessible typography and contrast to ensure readability, following WCAG AA standards
System Consistency & States
A unified system was defined for visual elements, interaction patterns, and system states to ensure consistency across the product. Elements like success, error, and active states are clearly distinguished to provide immediate feedback during critical actions. Components follow consistent behavior across different sections, allowing users to interact with the system confidently without relearning patterns.
Amazon Home Screen - Shopping
Improving visibility of Amazon Pay within the home experience
Amazon Pay is currently placed among multiple services without clear emphasis, making it easy to overlook. For a frequent action like payments, this creates friction and slows access. The redesign improves visibility by giving Amazon Pay a clearer position and reducing visual competition, making it easier to identify and access quickly.
Solution
Amazon Pay is repositioned and visually highlighted within the top service layer to improve recognition and access speed.
Rationale
Payments require quick access. Improving visibility reduces reliance on search and aligns with user expectations of instant entry points.
Impact
Faster access to payments, improved discoverability, and increased likelihood of repeated usage.
Amazon Pay Home Screen
A structured payment workspace to complete tasks quickly and access key services
The Amazon Pay home was previously fragmented, with actions and services scattered across sections, making it harder to complete common tasks efficiently. The redesigned screen organizes quick actions and services into a clear, structured layout, enabling users to scan, understand, and act faster without unnecessary navigation.
Solution
Brought quick actions and service categories into a clear hierarchy, prioritizing frequent tasks and reducing scattered navigation.
Rationale
Users typically enter with a specific task in mind. Structuring the screen around actions first reduces friction and supports faster decision-making.
Impact
Improves task completion speed, reduces cognitive load, and creates a more predictable and efficient payment experience.
History Screen
A streamlined transaction view designed for quick verification and minimal effort
The earlier experience made it harder to quickly verify transactions due to split views and inconsistent structure. The redesigned screen focuses on a single, continuous list with clear visual hierarchy, allowing users to scan, compare, and understand transaction details instantly without switching contexts.
Solution
Consolidated all transactions into a unified list with strong visual differentiation for amount, type, and status.
Rationale
Transaction history is a high-frequency, low-attention task. Reducing fragmentation helps users verify information quickly without unnecessary interaction.
Impact
Enables faster transaction verification, reduces cognitive effort, and improves overall clarity of financial activity.
Rewards Screen
A rewards experience designed to make value obvious and actions effortless
The earlier rewards experience focused heavily on promotions, making it difficult for users to understand their actual benefits and what to do next. The redesigned screen shifts the focus to clarity by surfacing key reward information upfront and organizing offers into structured sections. This enables users to quickly assess value, navigate with purpose, and act without unnecessary exploration.
Solution
Established a clear structure with rewards summary at the top, followed by grouped sections that separate progress, available rewards, and discovery.
Rationale
Users don’t spend time exploring rewards. Making value immediately visible helps them decide faster and act with confidence.
Impact
Reduces effort to understand rewards, improves decision speed, and increases the likelihood of users taking action.
Account Screen
A dedicated control layer for managing identity, payments, and security with clarity, trust, and minimal friction
The account screen acts as a centralized control layer where users manage personal information, payment configurations, and security settings. Sensitive actions are structured into clearly defined sections, ensuring users can quickly access what they need while maintaining awareness and control. By balancing accessibility with clarity, the experience reduces friction in everyday tasks while reinforcing trust in critical interactions.
Solution
Designed a structured layout that groups identity, payment methods, security controls, and preferences into distinct sections, enabling quick access while maintaining clarity across sensitive actions.
Rationale
Account interactions are infrequent but high-impact. Clear hierarchy and separation ensure users can act confidently without confusion or accidental errors.
Impact
Enhances user confidence in managing sensitive information, reduces friction in key actions, and strengthens trust in the overall payment experience.
Overall Impact
Discoverability
Clear positioning and structure make Amazon Pay easier to find and access.
Speed
Prioritized actions reduce time to start and complete transactions.
Frequency
Lower friction encourages users to perform payments more regularly.
Competitive
Improved flow aligns with expectations set by leading payment apps.
Adoption
Better visibility of services increases usage beyond core payments.
Retention
Consistent experience supports habit formation and repeat usage.
More Works
(GQ® — 02)
©2024
Making Amazon Pay easier for everyday payments
FinTech
B2C
Overview
While UPI payments are fast, the experience within Amazon Pay is often fragmented across entry points, actions, and flows. This creates friction in simple tasks and reduces reliability. This redesign unifies these interactions into a structured flow reducing fragmentation, improving continuity, and enabling more consistent everyday usage.
Fragmentation
Scattered actions brought into a single flow
Continuity
Steps stay connected without flow breaks
Clarity
Key actions are easier to find and complete
Reliability
Reliability
More consistent experience across payments
Role
End to End Product Design
Tools
Contributors
Problem
Looking into everyday payment behavior revealed that the issue wasn’t whether Amazon Pay could handle payments, but how its experience was distributed across disconnected flows making it less likely for users to reach for it first.
Payments within Amazon Pay are spread across multiple entry points quick actions, bill flows, alerts, and rewards each functioning in isolation rather than as a continuous system. As a result, even simple actions often require users to decide where to start, re-orient mid-flow, or switch between sections to complete a task. This added decision overhead stands in contrast to competing apps, where common payment actions follow a more direct and repeatable path. Over time, this lack of structural consistency weakens recall and reduces the likelihood of Amazon Pay being chosen instinctively for everyday transactions.
Research & Discovery
Examined Amazon Pay alongside Google Pay and PhonePe to understand how payment actions are exposed, triggered, and completed across systems and how these patterns influence everyday usage behavior.
01
System Breakdown
Deconstructed how Amazon Pay structures key actions like scan, send, and bill payments across different entry points.
02
Behavioral Benchmarking
Studied how competing apps guide users toward primary actions with minimal decision-making during frequent payment scenarios.
03
Flow Tracing
Tracked how payment journeys start, transition, and complete across screens to identify breaks, resets, and inconsistencies.
Amazon Home Screen Analysis
Amazon Pay is buried within the broader Amazon app, making it difficult for users to discover and access it quickly.
In the current Amazon home screen, Amazon Pay is placed alongside other services like shopping, pharmacy, and entertainment, without clear emphasis. This reduces its visibility and makes it harder for users to identify it as a primary payment tool. As a result, users rely on indirect navigation or prior familiarity to access it. The redesigned version improves discoverability by giving Amazon Pay a clearer visual identity and positioning, making it easier to recognize and access.
Low Discoverability of Amazon Pay
Amazon Pay is visually treated as just another service, making it easy to overlook and difficult to access quickly for frequent payment use.
Amazon Pay Home Screen Analysis
The home experience is designed to show everything, but not to help users act making even simple payments require extra thinking before starting.
The interface focuses on showing multiple features at once, placing payments, services, rewards, and promotions in the same layer. Instead of guiding users toward a clear starting point, it spreads attention across different paths. This breaks the natural flow of actions, increases decision-making effort, and makes everyday payments feel slower and less predictable.
Unclear Starting Point
Payment actions are spread across multiple areas, with no single clear way to begin, forcing users to decide before acting.
Broken Flow
The path from starting a payment to completing it is interrupted by promotions, tabs, and other sections.
Wrong Priority
Offers and services are given equal or more importance than core payment actions, making it harder to focus on what matters.
No Memory of Usage
The system doesn’t show recent or frequent actions, so users have to repeat the same steps every time.
Mixed Intent
Payments, services, and rewards are all placed together, making it unclear whether the user should act or explore.
Misuse of Key Space
Important screen areas are used for promotions instead of helping users complete actions quickly.
Transaction Screen Analysis
The transaction screen shows activity, but doesn’t help users quickly understand or act on it.
Transactions are presented in a uniform structure with limited visual distinction between different states. Important updates like failures or pending actions are not clearly highlighted, requiring users to read each entry carefully. At the same time, the screen behaves like a static history, without supporting quick actions such as retrying or repeating payments. This makes it harder for users to respond quickly and confidently.
Unnecessary Tab Segmentation
Tabs like All, Refund, Cashback split the transaction view without strong need, forcing users to switch contexts instead of viewing activity in one place.
Limited Transaction Context
Transactions do not provide enough clarity at a glance (type, source, method), requiring users to read each entry to understand what happened.
Static Transaction View
The screen behaves like a passive record of past activity, without helping users interpret or interact with their transactions efficiently.
Reward Screen Analysis
The rewards experience is overloaded with offers, making it difficult for users to identify what’s valuable and act on it quickly.
The current rewards screen presents multiple offers, banners, and reward types in a continuous scroll without clear prioritization. High-value elements like earned rewards and actionable items are mixed with promotional content, making it harder for users to focus and take action. The redesigned experience introduces clearer grouping, reduces visual clutter, and highlights key reward actions helping users quickly understand what they have and what they can do next.
No Clear Priority Across Rewards
All rewards are presented with similar importance, making it hard to identify what matters most.
Cluttered & Repetitive Layout
Repeated card patterns and multiple sections create visual overload and slow down scanning.
No Clear Value Distinction
Users cannot quickly identify which rewards are valuable, reducing motivation to engage or act.
Account Screen Analysis
The account screen exposes too many settings at once, making it harder to find key actions and manage payment-related tasks efficiently.
The current account screen presents a long, unstructured list of settings, mixing critical payment controls with secondary options like help, shortcuts, and promotions. This creates unnecessary scrolling and makes it difficult for users to quickly access what they need. In contrast, the redesigned screen groups related actions, highlights key entry points like payment options and QR codes, and reduces visual clutter making the experience more focused and easier to navigate.
Unstructured Information Layout
Settings are presented as a long list without clear grouping, making it harder to scan and locate important options quickly.
Mixed Priority of Actions
Critical features (payment options, security) are placed alongside low-priority items (help, feedback), reducing clarity on what matters most.
High Navigation Effort
Users need to scroll through multiple sections to access key actions, increasing time and effort for common tasks.
Course of Action
Translating research insights into a clearer, more structured payment experience
Based on the analysis, the core issue wasn’t missing features, but how key payment actions were fragmented across the experience. I focused on restructuring the information architecture and simplifying interaction flows to reduce friction, improve discoverability, and make everyday payment tasks faster and more intuitive.
01
Simplified the information structure
Reorganized the overall architecture to reduce fragmentation, bringing related actions together and making navigation more predictable.
02
Improved entry-point visibility
Highlighted key actions like payments, rewards, and account access to make them easier to find and access quickly.
03
Reduced interaction friction
Streamlined flows by removing unnecessary steps and simplifying decision points across key tasks like transactions and rewards.
04
Made the system more actionable
Shifted screens from passive information displays to more usable experiences by improving clarity and enabling quicker decision-making.
System Design
Information Architecture
The system is structured by organizing features into clear, task-based modules based on how users interact with payments. Instead of scattered entry points and disconnected flows, related actions are grouped into focused sections like Home, Alerts, History, Rewards, and Account. This reduces navigation complexity, improves clarity, and makes it easier to move between tasks without friction.
Design System
Creating a visual system that supports fast, reliable, and accessible payment interactions
With the core flows and structure in place, the focus shifted to building a visual system that can support frequent, high-trust interactions like payments, tracking, and rewards. The system was designed to make key information instantly recognizable, reduce decision time, and maintain consistency across different modules. Accessibility was considered from the ground up, ensuring that contrast, typography, and spacing support readability and usability across diverse user conditions.
Design Principles
Designed layouts to highlight key information like amounts, actions, and status for faster decision-making
Maintained consistent spacing and grouping to reduce visual noise across data-heavy screens
Applied accessible typography and contrast to ensure readability, following WCAG AA standards
System Consistency & States
A unified system was defined for visual elements, interaction patterns, and system states to ensure consistency across the product. Elements like success, error, and active states are clearly distinguished to provide immediate feedback during critical actions. Components follow consistent behavior across different sections, allowing users to interact with the system confidently without relearning patterns.
Amazon Home Screen - Shopping
Improving visibility of Amazon Pay within the home experience
Amazon Pay is currently placed among multiple services without clear emphasis, making it easy to overlook. For a frequent action like payments, this creates friction and slows access. The redesign improves visibility by giving Amazon Pay a clearer position and reducing visual competition, making it easier to identify and access quickly.
Solution
Amazon Pay is repositioned and visually highlighted within the top service layer to improve recognition and access speed.
Rationale
Payments require quick access. Improving visibility reduces reliance on search and aligns with user expectations of instant entry points.
Impact
Faster access to payments, improved discoverability, and increased likelihood of repeated usage.
Amazon Pay Home Screen
A structured payment workspace to complete tasks quickly and access key services
The Amazon Pay home was previously fragmented, with actions and services scattered across sections, making it harder to complete common tasks efficiently. The redesigned screen organizes quick actions and services into a clear, structured layout, enabling users to scan, understand, and act faster without unnecessary navigation.
Solution
Brought quick actions and service categories into a clear hierarchy, prioritizing frequent tasks and reducing scattered navigation.
Rationale
Users typically enter with a specific task in mind. Structuring the screen around actions first reduces friction and supports faster decision-making.
Impact
Improves task completion speed, reduces cognitive load, and creates a more predictable and efficient payment experience.
History Screen
A streamlined transaction view designed for quick verification and minimal effort
The earlier experience made it harder to quickly verify transactions due to split views and inconsistent structure. The redesigned screen focuses on a single, continuous list with clear visual hierarchy, allowing users to scan, compare, and understand transaction details instantly without switching contexts.
Solution
Consolidated all transactions into a unified list with strong visual differentiation for amount, type, and status.
Rationale
Transaction history is a high-frequency, low-attention task. Reducing fragmentation helps users verify information quickly without unnecessary interaction.
Impact
Enables faster transaction verification, reduces cognitive effort, and improves overall clarity of financial activity.
Rewards Screen
A rewards experience designed to make value obvious and actions effortless
The earlier rewards experience focused heavily on promotions, making it difficult for users to understand their actual benefits and what to do next. The redesigned screen shifts the focus to clarity by surfacing key reward information upfront and organizing offers into structured sections. This enables users to quickly assess value, navigate with purpose, and act without unnecessary exploration.
Solution
Established a clear structure with rewards summary at the top, followed by grouped sections that separate progress, available rewards, and discovery.
Rationale
Users don’t spend time exploring rewards. Making value immediately visible helps them decide faster and act with confidence.
Impact
Reduces effort to understand rewards, improves decision speed, and increases the likelihood of users taking action.
Account Screen
A dedicated control layer for managing identity, payments, and security with clarity, trust, and minimal friction
The account screen acts as a centralized control layer where users manage personal information, payment configurations, and security settings. Sensitive actions are structured into clearly defined sections, ensuring users can quickly access what they need while maintaining awareness and control. By balancing accessibility with clarity, the experience reduces friction in everyday tasks while reinforcing trust in critical interactions.
Solution
Designed a structured layout that groups identity, payment methods, security controls, and preferences into distinct sections, enabling quick access while maintaining clarity across sensitive actions.
Rationale
Account interactions are infrequent but high-impact. Clear hierarchy and separation ensure users can act confidently without confusion or accidental errors.
Impact
Enhances user confidence in managing sensitive information, reduces friction in key actions, and strengthens trust in the overall payment experience.
Overall Impact
Discoverability
Clear positioning and structure make Amazon Pay easier to find and access.
Speed
Prioritized actions reduce time to start and complete transactions.
Frequency
Lower friction encourages users to perform payments more regularly.
Competitive
Improved flow aligns with expectations set by leading payment apps.
Adoption
Better visibility of services increases usage beyond core payments.
Retention
Consistent experience supports habit formation and repeat usage.
More Works
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