Amazon Post Purchase Retail

My role and responsibilities:

• Senior UX Designer: workshop facilitation, ideation, strategy, UX/UI design, prototyping, cross-functional collaboration (tech, product, design systems)
• Research: Usability research, competitive analysis

About this project:
The post-purchase phase is a crucial part of the retail experience, especially for high-ticket items like consumer electronics. Customers shouldn’t feel abandoned after buying—ongoing support can build loyalty and increase satisfaction with both the product and the retailer. My work focused on key lifecycle touchpoints including warranties, device upgrades, trade-ins, setup assistance, returns, and accessory recommendations.

My design process:

1. Generative design research (remote async)
2. Brainstorming workshop (remote)
3. Design strategy/planning
4. User journey mapping
5. Sketching/ideation
6. High-fidelity design and prototyping
7. Cross-team due diligence (design systems, your account, detail page team)
8. Usability testing
9. Design pattern scaling for other categories
10. Legal/compliance approvals
11. Dev-ready specifications
12. Post-launch iterations

The challenge:
Post-purchase experiences are difficult to design, scale, and measure. Key pain points included fragmented journeys across digital and physical channels, limited tech flexibility at checkout, and the need for just-in-time content delivery. Consolidating workflows—like returns for both digital and physical items—required significant engineering effort and stakeholder alignment.

As a long-term initiative, success would be measured through improvements in customer lifetime value, satisfaction, repeat purchases, reduced returns, and fewer customer service contacts.

The solution:

Recognizing that multiple programs could benefit from a post-purchase experience, the working group decided to pilot AppleCare+, a first-party protection plan. This pilot allowed me to reimagine discovery points and develop retargeting logic to ensure the right customers were seeing eligible offers. To support this effort, I ran structured workshops with product and business teams to align on pain points and opportunities.

I conducted a competitive analysis and observational studies to better understand how customers discover and use warranties after purchase. Close collaboration with engineering teams helped me scope technical constraints and integration needs.

I designed process flow diagrams and prototypes focused on post-purchase warranty flows, customer education, and creating a more unified return-together experience. This ensured that customers who returned their purchases also had their warranties automatically cancelled. Secondary features explored tech support options and relevant product/service upsells.

Results:

• Reduce customer contacts by 25%.
• The post-purchase email resulted in a 20% sales lift.
• This experience is currently being adopted by other areas of the business, such as vendor services, buyer/seller experiences, and smart home retail.

Additional process artifacts: