Amazon • UX Design
Reimagining Financial Management
My Role
Lead UX Designer
Status + Timeline
September 2025 - Present
Platform
sellercentral.amazon.com
Overview
Sellers are given insufficient business tools to effectively manage their finances, which negatively impacts their ability to close their books, track profitability, and make financial decisions.
I defined and drove the end-to-end design vision for the Finance workspace as part of our organization's migration from our legacy system to new platform.
For 1.7MM users monthly, the current Payments experiences average a 4.0/5.0 star rating and 2.8/5.0 for ratings with comments.
Research
Drivers of negative sentiment
Through a review of existing page level feedback, four key themes drove the majority of negative ratings.
Fragmented and inconsistent views
Difficulty producing necessary reports
Hard to predict payout amounts and timing
Reports generation problems and general support issues.
During our annual Seller conference, I interviewed a total of 6 Sellers, where I learned more about their companies, daily work streams, and challenges as well as shared concepts for the new experience. It was incredibly rewarding to speak directly with Sellers we designed for!
Creating a holistic financial management system
Our key research insights include:
Financial reporting and compliance: Sellers currently spend several hours weekly pulling reports for reconciliation, often needing to stitch various sources to get a clear picture.
Cash flow management: They lack the ability to view realtime ROI and turn to 3P apps in order to do so.
Financial planning and analytics: Sellers are not able to slice and dice information that fits their organizational structures, limiting the actionable insights that they can take.
