Context.

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:

1. 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.
2. Low 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 goal was to create a transparent and intuitive Pay Bill experience in order to reduce the incidence of late fees, the resulting attrition and meeting csutomers' expectation of a frictionless card management experience.

Project was initiated on March of 2022 with a UX delivery timeline of 6 months. The scope entailed assessing competitor landscape, collaborating on business requirements, and designing experience for the following sub-features:

• One-time payment
• Manage bank account
• Automatic payments
• Payment activity

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.

Using insights from user research and competitor analysis, I created wireframes to showcase the UX vision for the Pay Bill features to Amazon and Chase stakeholders. This helped Amazon define business requirements and enabled Chase to finalize API specs (since we relied on Chase to send us relevant data that'll be displayed in our experience). It also allowed Chase Business to provide feedback on potential legal and compliance issues.

After months of reviews, legal discussions and "picking your battles", we settled on a UX that was a bit paired down from our original proposal. Specifically, the slider experience we had proposed to introduce delight had to be axed from the initial release because of an unresolved L&C issue on the Chase side. Nevertheless, the launch of this feature led to the following outcomes (Sept '24 analysis): 

2.3 million

One-time payment submitted

23%

reduction in monthly late fee incidence
Goal: 20%

21%

reduction in attrition rate
Goal: 20%

10%

reduction in 1-2 star ratings
Goal: 10%

P0 (Oct '23).

P1 (Sept '24).

One-time Payment (Launched Oct '23 ).

Next update.

Automatic payments (Launched Oct'23).

Manage bank accounts (Launched Oct'23).

Payment activity (Launched Oct'23).

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.