Designing the Existing Card Member Page — a personalized hub for Business Prime card holders to manage their card, view rewards, and take action. Built end-to-end with a widget system designed for flexibility and scale.
The Existing Card Member (ECM) Page is where Amazon Business credit card holders manage their balance, rewards, payments, and more. I led design end-to-end — from research through production — working alongside PMs and engineers.
The existing page had a rigid layout, poor feature discoverability, and a navigation pattern that couldn't scale. The new design introduced a flexible widget system that allows extreme personalization without breaking visual consistency.
Shipped Spring 2024 and live in the Amazon Shopping app. Explore the Figma file →
Built on the component and template patterns established in the Amazon Business Pay Studio design system (2023).
Before touching layout, I mapped the core usability failures. Poor discoverability was the intersection of three compounding issues — each making the others worse.
Customer problems — poor discoverability emerged as the convergence point of three separate issues.
Features were mapped by frequency and user experience value to establish a clear page hierarchy. High-frequency utilitarian features go above the fold; lower-frequency inspirational content sits further down.
Hover each row — features mapped by user experience value and usage frequency determine vertical position on the page.
The core challenge: build a page that could be radically personalized per cardholder without creating fragile one-off layouts. The solution was a composable widget system — building blocks with a consistent anatomy that adapt internally based on content type.
Four widget templates — each adapts its internal layout to the content type while sharing the same outer anatomy. Click through or use the arrows to explore.
The page is split into a fixed global section (card art, balance, navigation) and a flexible widget zone below. An early decision: section dividers vs. cards. Dividers won — they accommodate multi-item content, text-heavy layouts, and scale across folds without extra margin overhead.
Page structure — fixed global section above, flexible widget zone below.
Section dividers vs. cards — dividers won for flexibility and text-heavy content.
The three core screens of the shipped experience — My Card overview, Card Details, and Points & Rewards — each powered by the widget system and designed to adapt per cardholder.
My Card — primary hub with balance, payment info, and quick actions.
Card Details — full card number, account details, and autopay management.
Points & Rewards — earnings by category with donut chart visualization.
Tap through the final shipped prototype to experience the full flow.