I noticed that many of my friends and acquaintances shop on Amazon but don’t really use Amazon Pay, the payment service Amazon offers right within the Amazon app. This got me thinking about why there’s a gap between how much people shop on Amazon and how little they use Amazon Pay. 

Based on my findings, a majority of users, especially within the 18–30 age group, were found to underutilize Amazon Pay, favouring alternative platforms like Cred or PhonePe. I resolved to pinpoint and address any User Experience (UX) issues.

Gaps & Needs

Competitor Analysis (Apps that are primarily UPI apps)

Paytm & PhonePe

Competitor Analysis (Apps that are not primarily UPI apps, but also handle payments)

WhatsApp, Cred, Groww

Problems with current UI

Low-fidelity wireframes

Homepage with emphasis on the Amazon Pay Banner  •  Redesigned Amazon Pay Page with simple navigation

High-fidelity UI

Final mockups

This project focuses on enhancing the user experience through redesigning critical sections such as the homepage, and the payment section. Through this case study, the aim is to highlight the critical areas for improvement and the solutions proposed to enhance Amazon Pay, providing users with a more intuitive and efficient payment experience while navigating through the Amazon app.