Context A.
The Amazon Visa, a co-branded credit card with Chase, is Amazon's flagship payment product. Until 2023, customers could only manage their cards through Chase, resulting in the following pain-points:
- Rising late fee incidence leading to attrition: After approval, the Amazon Visa becomes customers’ default payment method. Those without a Chase relationship (66% of new applicants in 2020 ~1.2 million) must wait 7-10 days for the physical card to setup their card account during which time they may accrue a balance. This delay in account setup led to one in five new customers paying late fees, and 6% closed their accounts within six months—three times the Chase benchmark.
- Lower customer ratings: 50% of 1-2 star reviews for the Amazon Visa cited poor account management experience. Notably, 90% of potential and 72% of existing customers wanted to manage their card directly on Amazon..
As part of Amazon's S-team goal, the card Product leadership to launch 6 projects to bring card account management within Amazon. I led the UX efforts for 3: Pay Bill, View Statements, and View Transactions. Before starting, I collaborated with an external research agency to identify customers' key needs and the top seven Jobs-To-Be-Done in context of credit card account management. I used these insights to shape my UX strategy and aligned with the Product and Engineering teams on customer goals.
Background.
"If this is the Amazon credit card why can't I access the account from Amazon"
1-star, Amazon customer, Feb 2021
The Amazon Visa is the co-branded credit card with Chase, and the Amazon's flagship payment product. Until 2023, managing the Amazon Visa through Chase led to friction, with almost half of 1-2 star reviews citing poor account management, 20% of new customers paying late fees due to delays on receiving the physical card, and 6% closing their accounts in 2020.
To reduce late fees and improve ratings, Amazon’s S-team brought card management in-house. I led the UX for three key projects—Pay Bill, View Statements, and View Transactions—using customer insights from research to shape the UX strategy and inform product goals.
Project goals.
The project aimed to reduce 1-2 star ratings by 10%, enabling customers to view, troubleshoot, and dispute Amazon Visa transactions by providing fast and clear navigation to transactions of interest and easier usability.
Project was initiated on July of 2022 with a UX delivery timeline of 3 months during which I scoped competitor landscape, collaborated on business requirements, reviewed and obtained alignment with Chase business and legal. The entire effort resulted in the delivery of UX vision for transactions, UX proposal for initial release, accessibility annotations, and a testable prototype.
Team.
Product Manager, UX Designer (me) , Software Developer Manager, Six Engineers
My responsibilities included cretaing interaction design flows, high-fidelity mock ups, prototyping, organizing leadership (both Amazon and Chase) reviews, and accessibility annotations.
Design & outcomes.
After aligning on the UX vision at Amazon and collaborating with Chase, we faced technical constraints due to Chase's API limitations, impacting the initial feature set. I refined the UX to focus on feasible features for the first release, securing Chase's commitment for future updates. Through multiple reviews with teams across Amazon and Chase, I delivered a user-centric experience that achieved 90% of our original UX vision by the September 2024 release, resulting in the following outcomes (Sept '24 analysis):
10%
Reduction in 1-2 star ratings
Goal: 10%
4.1 ⭐️
0.4 pts increase in customer rating
+4.5% spend
36% off-Amazon (critical)
P0 (Oct '23).
P1 (Sept '24).
P0 (Initial release - Oct '23).
P1 (Next release - Sept '24).
Bluelining/Accessibility annotations
Screen reader output
📝 Note: This page shows only parts of the project. In-depth/sensitive details and end-to-end UX can be covered in person or during the interview process.
