- Led the strategy and cross-team alignment — bringing partner teams up to speed on where the program stands today and what needs to change, and helping define the vision in a strategy document that set the direction.
- Owned the near-term solution while steadily driving toward the north-star vision.
- Used AI-assisted prototyping to make the vision tangible quickly, keeping my focus on strategy, documentation, system-level thinking, and alignment.
- Influenced leadership across several teams to invest — the work is on track to enter next year's operational plan, with leaders aligned to fund it.
A reward for waiting — that most people never see.
During peak events like Prime Day and Black Friday, opting for a later delivery date, waiting a few extra days instead of getting it as fast as possible, earns you a digital reward: a credit toward a movie rental, a Kindle book, and more.
During peak periods, Amazon's delivery network gets strained. The No-Rush delivery option is a way to incentivize customers to slow their delivery down and get a digital reward in exchange. It's a win-win: Amazon eases network strain, and value shoppers who don't need their order right away earn a digital reward toward Prime Video, Kindle, and more. The program reaches 58M+ Prime members a year, and Prime Video is the single largest destination for these digital rewards.
Grounding the case in what already works.
This program had gone largely untouched for years — passive, with no dedicated designer pushing it forward.
Alongside the near-term fixes, I ran a competitive benchmark across leading consumer apps — Grab, Swiggy, Careem, DoorDash, Walmart, and others — to spark the conversation and build a case for leadership: visibility at the point of decision, explaining the reward before commitment, reinforcing what customers earned right after they acted, and sustaining awareness through a rewards hub.
A sample of the benchmark: how comparable products handle visibility, explanation, confirmation, and reward hubs.
The problems in the current experience.
Three key problems.
- 01The offer isn't visible to customers — it's easy to miss at checkout.
- 02Information about the delivery program itself is fragmented, spread across disconnected pages rather than one clear place.
- 03There's no confirmation if a customer opts for a slower delivery — no indication they've earned a digital reward.
The Delivery Experience Team (DEX) owns three jobs in that chain: making customers aware of the reward their delivery choice earns, telling them where they can use it, and assuring them that they've earned it. As the only designer on this space, I owned the design strategy and the case for change within it.
In Q4 2025, we tested a more prominent treatment on the checkout page to make the offer clear and hard to miss. It worked: credit acceptance rose by up to 50%. But it had problems: it was a new component that didn't match the shopping design system, it added about 1.5 seconds of page latency, and it wasn't interactive — a static banner, so it was difficult to establish the connection between the banner and the delivery options below it. This experience was scaled back within 4 weeks.
Beyond that one experiment, two other problems remained: comprehension and confirmation.
The banner tested in Q4 2025.
Stand-alone page that appears when customers tap on the "No-Rush" delivery option in the checkout page.
From the previous standalone page, when a customer taps on "No-Rush Shipping", they land here. The experience is fragmented.
If the customer chooses No-Rush, there's no confirmation at all that the reward was earned.
Turning a stalled program into a funded bet.
No one owned this program, so there was no playbook. I built one as I went — evidence first, prototypes to make it real, and alignment to make it stick.
Ship a pragmatic fix, and prototype the bigger vision.
I worked across two horizons: near-term solutions to fix the current problem and increase adoption, and work toward the North Star vision for digital rewards.
I partnered with cross-functional stakeholders to identify the latest patterns for showing promotions and coupons, then designed a smaller, lighter placement using a promotion tile that makes the offer actionable.
Second, instead of sending customers to separate standalone pages, I designed an in-the-moment bottom sheet: when a customer taps into the digital rewards offer at checkout, a bottom sheet pops up right there with information about the rewards program.
Third, a confirmation moment: when a customer opts for No-Rush, they get a clear confirmation that the reward will be available once the order ships.
A lean, interactive reward tile integrated into the checkout page using clear redemption led messaging.
An in-context bottom sheet, embedded within the checkout page.
A clear confirmation that the reward was earned.
- “Why should I opt for a slower delivery?”
- “What even is this reward — and why are there so many pages?”
- “Okay, I chose slower delivery… so where's my reward?”
- 1Say plainly what they get — a real reward for waiting, not a vague discount.
- 2Collapse the reward into one clear offer at the moment of choice — no separate pages to hunt through.
- 3Confirm the reward the instant they opt in — and give them a clear way into the rewards page.
Where we're headed next.
A few bets that look beyond the near-term fixes, at the entire reward journey.
First, an in-context nudge: surface the reward inline, between the delivery option groups where the decision actually happens, instead of a banner bolted to the top of checkout.
Second, more celebratory CX when a customer opts for the reward at checkout — making the moment of choice feel worth it, not just transactional.
Third, re-engagement: for a customer who didn't opt into No-Rush, a second chance afterward — on the Thank-you page — while there's still time to switch to a slower delivery and earn a reward.
Fourth, a rewards hub: today, customers don't know how much reward they have until they land on Prime Video or Kindle. One place to see rewards earned, past redemptions, and where to use them — closing the gap between earning and redeeming.
An in-context nudge between the delivery options, at the moment of choice.
A more celebratory moment when a customer opts for the reward.
Re-engaging on the Thank-you page: switch to a slower delivery, earn a reward — shown visually with something like a Prime Video movie, where customers spend their credits most, to make it tangible and exciting.
A rewards hub: one place to see rewards earned, past redemptions, and where credits can be used.
Delivery re-promise concepts explored for the Thank-you page.
Digital rewards hub: a single place to see the reward balance, understand where it can be used, and discover eligible content.
Making the case for a bigger investment across several teams.
The most important output was a clear, shared case for the opportunity.
Pairing a credible near-term fix with a prototyped vision moved the discussion from a single underperforming test to a multi-year opportunity worth investing in.
This was the biggest piece of the work: bringing partner teams up to speed on where the program stood, building the strategic narrative for why it mattered beyond shipping savings, and getting leadership across Prime Video, Digital Acceleration, and Delivery aligned enough to fund it. That reframe is now reflected in a shared roadmap and a cross-team effort to measure the program's full, Amazon-wide value.
Where AI made the real difference was validating fidelity, interaction, and feasibility on the fly — freeing my time for where it mattered most: influencing leadership, documentation, strategy, and system-level alignment.
This project is in flight. Specifics are kept directional, and figures are intentionally omitted.
In flight, with next steps sequenced.
What I pushed for, and what I let wait.