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Amazon Pay is Amazon India’s payments arm, expanding beyond e-commerce into the competitive UPI ecosystem, where established payment experiences have set high expectations.
We created a distinctive, reward-first design language for the app, making cashback, offers, and gamification more visible while building a cohesive visual system ready for leadership approval and launch.
Our mission was to build a new design language for the Amazon Pay app — reward-centric, distinctive, and ready for leadership sign-off.
through five explored visual directions.
by highlighting cashback and gamification.
through senior stakeholder approval upfront.
by delivering a launch-ready system.
Bringing payments, bills, offers, and rewards together in a single accessible experience.
A playful illustration language makes rewards and everyday payments more engaging.
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Refining the payment interface to prioritise rewards, simplify actions, and improve usability.
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Turning research findings into clearer navigation and new personalised payment experiences.
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Bringing payments, bills, offers, and rewards together in a single accessible experience.
Bringing payments, bills, offers, and rewards together in a single accessible experience.
A playful illustration language makes rewards and everyday payments more engaging.
A playful illustration language makes rewards and everyday payments more engaging.
Refining the payment interface to prioritise rewards, simplify actions, and improve usability.
Refining the payment interface to prioritise rewards, simplify actions, and improve usability.
Turning research findings into clearer navigation and new personalised payment experiences.
Turning research findings into clearer navigation and new personalised payment experiences.
For Amazon Pay, we defined a reward-first design language — approved by leadership and shipped to market.
a distinct language in a crowded market.
driven by visible rewards and gamification.
leadership sign-off before build committed.
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Developed expressive illustrations to communicate trust, broader payment services, and AI-powered experiences across key app narratives.
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Defined illustration guidelines covering colour palettes, icon proportions, object placement, anchoring, and character composition for consistency.
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Explored three distinct visual directions for the home experience, comparing different colour, styling, navigation, and interface treatments.
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Explored flexible card and icon treatments across payments, cashback, bills, travel, gifting, subscriptions, and other services.
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