Add to Delivery
YEAR
2025
OVERVIEW
Designed the "Add to Delivery" experience on Amazon Prime mobile in the U.S. — enabling customers to add items to an existing upcoming delivery, reducing the need for separate shipments while driving incremental sales.
Prime members had existing deliveries en route but no frictionless way to add items to those shipments. This meant missed upsell opportunities, higher cost-to-serve (more separate packages), and an underutilized touchpoint in the purchase journey.
PROBLEM
PROBLEM
Prime members had existing deliveries en route but no frictionless way to add items to those shipments. This meant missed upsell opportunities, higher cost-to-serve (more separate packages), and an underutilized touchpoint in the purchase journey.
PROCESS
Mined existing data — ongoing weblabs, UX researcher insights, and competitive analysis to ground the concept in evidence
Built a hypothesis doc with lo-fi mocks — visualized the concept before committing design resources
Aligned cross-functionally — shared with PMs and engineering to understand technical constraints and team bandwidth
Designed MLP hi-fi mocks — based on the aligned direction, focused on minimum lovable experience
Ran a weblab — validated which design variation performed best with real users
Polished for final release — refined details based on weblab learnings
Monitored post-launch & built future vision — continuously tracked performance and developed the next iteration roadmap
KEY DESIGN DESICION
Blue button, not yellow — signals a low-commitment add-on action, not a new purchase, reducing decision fatigue
5 intent surfaces — placed on Search, Detail Page, Checkout, Thank You Page, and Me Tab to capture users at every moment they'd consider adding to an existing delivery
One-tap, no cart — bypasses the traditional Add to Cart → Checkout flow entirely; one tap = item joins your delivery
Delivery date shown upfront — anchors the action to a specific day ("Add to your Thursday delivery") so users feel certainty, not ambiguity
MLP-first launch — shipped the minimum lovable experience, validated with a weblab, then built a future vision roadmap from real data
OUTCOME
+$1.4B annualized sales
+29.2M units driven through the experience
Reduced cost-to-serve (fewer separate shipments)
+$610MM OPS (+0.21%)
Improved delivery consolidation metrics:
Units per Promise increased +0.4%
Units per Paid Delivery increased +0.36%
Contributing to lower cost-to-serve
Add to Delivery
YEAR
2025
OVERVIEW
Designed the "Add to Delivery" experience on Amazon Prime mobile in the U.S. — enabling customers to add items to an existing upcoming delivery, reducing the need for separate shipments while driving incremental sales.
Prime members had existing deliveries en route but no frictionless way to add items to those shipments. This meant missed upsell opportunities, higher cost-to-serve (more separate packages), and an underutilized touchpoint in the purchase journey.
PROBLEM
PROBLEM
Prime members had existing deliveries en route but no frictionless way to add items to those shipments. This meant missed upsell opportunities, higher cost-to-serve (more separate packages), and an underutilized touchpoint in the purchase journey.
PROCESS
Mined existing data — ongoing weblabs, UX researcher insights, and competitive analysis to ground the concept in evidence
Built a hypothesis doc with lo-fi mocks — visualized the concept before committing design resources
Aligned cross-functionally — shared with PMs and engineering to understand technical constraints and team bandwidth
Designed MLP hi-fi mocks — based on the aligned direction, focused on minimum lovable experience
Ran a weblab — validated which design variation performed best with real users
Polished for final release — refined details based on weblab learnings
Monitored post-launch & built future vision — continuously tracked performance and developed the next iteration roadmap
KEY DESIGN DESICION
Blue button, not yellow — signals a low-commitment add-on action, not a new purchase, reducing decision fatigue
5 intent surfaces — placed on Search, Detail Page, Checkout, Thank You Page, and Me Tab to capture users at every moment they'd consider adding to an existing delivery
One-tap, no cart — bypasses the traditional Add to Cart → Checkout flow entirely; one tap = item joins your delivery
Delivery date shown upfront — anchors the action to a specific day ("Add to your Thursday delivery") so users feel certainty, not ambiguity
MLP-first launch — shipped the minimum lovable experience, validated with a weblab, then built a future vision roadmap from real data
OUTCOME
+$1.4B annualized sales
+29.2M units driven through the experience
Reduced cost-to-serve (fewer separate shipments)
+$610MM OPS (+0.21%)
Improved delivery consolidation metrics:
Units per Promise increased +0.4%
Units per Paid Delivery increased +0.36%
Contributing to lower cost-to-serve
Add to Delivery
YEAR
2025
OVERVIEW
Designed the "Add to Delivery" experience on Amazon Prime mobile in the U.S. — enabling customers to add items to an existing upcoming delivery, reducing the need for separate shipments while driving incremental sales.
Prime members had existing deliveries en route but no frictionless way to add items to those shipments. This meant missed upsell opportunities, higher cost-to-serve (more separate packages), and an underutilized touchpoint in the purchase journey.
PROBLEM
PROBLEM
Prime members had existing deliveries en route but no frictionless way to add items to those shipments. This meant missed upsell opportunities, higher cost-to-serve (more separate packages), and an underutilized touchpoint in the purchase journey.
PROCESS
Mined existing data — ongoing weblabs, UX researcher insights, and competitive analysis to ground the concept in evidence
Built a hypothesis doc with lo-fi mocks — visualized the concept before committing design resources
Aligned cross-functionally — shared with PMs and engineering to understand technical constraints and team bandwidth
Designed MLP hi-fi mocks — based on the aligned direction, focused on minimum lovable experience
Ran a weblab — validated which design variation performed best with real users
Polished for final release — refined details based on weblab learnings
Monitored post-launch & built future vision — continuously tracked performance and developed the next iteration roadmap
KEY DESIGN DESICION
Blue button, not yellow — signals a low-commitment add-on action, not a new purchase, reducing decision fatigue
5 intent surfaces — placed on Search, Detail Page, Checkout, Thank You Page, and Me Tab to capture users at every moment they'd consider adding to an existing delivery
One-tap, no cart — bypasses the traditional Add to Cart → Checkout flow entirely; one tap = item joins your delivery
Delivery date shown upfront — anchors the action to a specific day ("Add to your Thursday delivery") so users feel certainty, not ambiguity
MLP-first launch — shipped the minimum lovable experience, validated with a weblab, then built a future vision roadmap from real data
OUTCOME
+$1.4B annualized sales
+29.2M units driven through the experience
Reduced cost-to-serve (fewer separate shipments)
+$610MM OPS (+0.21%)
Improved delivery consolidation metrics:
Units per Promise increased +0.4%
Units per Paid Delivery increased +0.36%
Contributing to lower cost-to-serve