2025 - Present

Amazon

I’m currently a Senior Program Manger at the Payment Products Team. In my role at Amazon, I own product improvements across payment products, combining VoC research, experimentation, and data engineering to identify friction and prioritise fixes that meaningfully improve customer and merchant experience. Through ML-optimisation experiments, CX standardisation, and new diagnostic dashboards, I’ve driven major gains in NPS, payment acceptance, revenue, and operational efficiency.

Gift Cards Redemption Flow

Gift Card customers expect a frictionless, intuitive experience — especially during high-intent moments like gifting and redemption.

To improve third-party gift card performance, I led a full VoC programme analysing customer contacts, NPS drivers, qualitative feedback, and behavioural friction across all major flows (purchase, activation, redemption, and claims). Insights from these deep dives surfaced key usability issues — unclear terminology, unnecessary steps, and drop-off points during redemption.

Using these findings, we developed a CX redesign that:

  • Streamlined the customer journey from 10 steps to 5, removing friction and reducing confusion.

  • Introduced clearer explanations for key terms like activation, redemption, and claims, improving first-time success rates.

  • Optimised the redemption and activation funnel, improving conversion by reducing dead ends and simplifying error states.

  • Embedded VoC-derived CX benchmarks into partner contracts, ensuring external gift card providers met consistent UX and performance standards.

These changes collectively improved NPS, reduced support tickets tied to gift card issues, and contributed to a 10% revenue uplift across third-party gift card products by making the experience easier, clearer, and more reliable for millions of Amazon customers.