Problem

Unfortunately, our Prime members weren't using this new service much.

Our customers were confused! The benefit was poorly explained, it was hard to compare prices, and the whole thing felt disconnected from the usual Amazon experience. All of these challenges led to disappointing use rates. 

My impact

As design lead, I led the charge on transforming the end-to-end customer experience.

• Strategic Clarity: collaborated with my PM partners to prioritize information, define the value proposition, and create a clear content framework.

• End-to-End Design: led the design of the entire flow, from entry point  and landing page to search results and benefit card profile.

• Content Masterplan: laid out exactly what info should go where to mirror the familiar Amazon shopping experience, making medication searches feel straightforward

Key Project Wins

A new search functionality is live :)

• Landing Page Revamp: I rioritized key benefits and added a prominent search bar for medication price checks.

• Search & Compare: I developed this core feature, allowing customers to easily compare prices across pharmacies

Results

Delivering a healthcare benefit loved by our Prime members

• Launched May 2021, with notable mention in Amazon's Q1 earnings report

• Helped uninsured customers save $5 million on prescription costs within a year

• My design work became a foundation for Amazon's further expansion in healthcare

• The landing page framework I designed remains in use, demonstrating lasting impact