small changes, big wins

Lightning Deals Visibility

Problem

After Prime Day 2020, thousands of customers missed Lightning Deals because the 15-minute checkout window wasn’t visible enough. Frustration led to 3,620+ service contacts.

My Role

I guided the team to treat this as a strategic trust building journey — not a minor UI tweak:

  • Reframed the timer as a core element of the customer journey.

  • Prioritized customer satisfaction and conversion alongside sales goals.

  • Aligned stakeholders to deliver rapid experimentation ahead of Black Friday.

Execution

  • Designed improved timer placement on deal pages, detail pages, and carts.

  • Ran experiments with timed reminders across surfaces.

  • Partnered with engineers to ensure consistency in high-traffic flows.

Outcomes & Impact

$167M in annualized revenue uplift from better deal completion.

  1. Reduced service contacts and frustration during shopping events.

  2. Team nominated for Amazon’s Empty Desk Award.

Strategic Takeaways

  • Small, foundational UX changes can unlock massive business impact.

  • Trust-building design = revenue-driving design.

  • Think in flows, not pages