Amazon.com

As the Senior UX Lead at Amazon from 2014-2018, I oversaw the customer experience for four major re-commerce services - Amazon Trade-In, Amazon Rentals, Amazon Warehouse Deals, and the liquidations program. These programs collectively generated over $850 million in revenue and had the important mission of enabling a circular economy by diverting products from landfills.

The core challenge was designing user-friendly experiences that would drive widespread adoption of these circular economy initiatives. We needed to make it easy for customers to understand the value proposition and seamlessly go through the process of trading in used products, renting temporary-use items, or purchasing open-box and refurbished goods.

My approach centered on extensive user research to deeply understand our customers' needs, pain points, and mental models around re-commerce. We conducted interviews, usability studies, and analyzed behavioral data to inform our designs. From there, it was an iterative process of rapid prototyping, A/B testing different user flows, and optimizing based on conversion metrics. Across the four programs, we redesigned core funnels like the trade-in experience, rental checkout, open-box purchasing, and liquidation shopping experiences.

By putting the customer at the center and continually improving based on research insights, we were able to drive remarkable growth. Amazon Trade-In revenue increased by 50% while submissions grew over 300% and customer retention improved 15%. Amazon Rentals expanded market share by 160% and average order value by over 70%. For Warehouse Deals, design improvements in processing facilities saved $2 million per year in operational costs. Most importantly, we reduced the percentage of re-commerce inventory going to landfills from 14% down to just 2.5%.