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CASE STUDY 2: 
Amazon Business CX / UX Redesign

I conducted a global deep dive into the Amazon Business customer experience — across help content, policies, chatbot logic, workflows, and tools — identifying defects, inconsistencies, and outdated guidance across countries. By fixing legacy policy logic, aligning customer-facing surfaces, and redesigning the experience end-to-end, I restored coherence at scale and reduced customer contacts by $20M+ annually and unwarranted refunds by $15.6M annually.

Overview

Role: Senior Program Manager / UX Researcher / Concessions Policy Auditor
Skills: Journey Mapping, Policy Auditing and UX, Content Design, Systems Thinking, Root Cause Analysis
Type: Multi-quarter initiative
Impact Snapshot:

  • $15.6M annual reduction in unnecessary refunds

  • Eliminated global policy inconsistencies

  • Improved customer navigation and clarity

  • Standardized guidance across channels

The Challenge

The Amazon Business experience was fragmented. Policies were inconsistent across countries, content didn’t match internal rules, and the customer journey varied across surfaces (help, account navigation, chatbot, workflows). Some policies were outdated by 10+ years. These inconsistencies led to customer confusion, incorrect refunds, and escalating costs.

My Approach

  • Mapped the WW end-to-end customer experience using IBM's BlueWorks Live

  • Identified defects across surfaces, including loops, dead ends, broken links, and mismatches

  • Audited global policies to determine what was required, outdated, or incorrect

  • Standardized country-by-country policy deviations

  • Ensured alignment between internal CSA tools and customer-facing experiences

  • Built cross-functional alignment with Legal, Compliance, Product, CS, and UX

UX & Design Solutions

  • Unified Policy Framework: Consistent guidance across countries and tools

  • Cross-Channel Experience Alignment: Same rules and actions everywhere

  • Content Corrections: Rewrite of incorrect or unclear policy pages

  • Workflow Redesign: Eliminated loops in guided flows

  • Improved Navigation Structure: Fewer steps, clearer choices

Results

  • $20M+ annual reduction in contact costs and $15.6M+ annual reduction in unwarranted refunds 

  • Restored global policy consistency

  • Eliminated UX defects that caused customer frustration

  • Improved clarity and correctness across all surfaces

  • Strengthened global governance mechanisms

What I Learned

Policy UX is one of the most overlooked yet impactful areas of customer experience. Designing clarity at scale requires examining the entire system, not just the interface. I’d continue introducing automated validation tools to prevent future inconsistencies.

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