Amazon Access

Role:

UX & Visual Designer — Payments, Wallet, and CX

Platform:

Amazon Web and App

Overview

Amazon launched Amazon Access, a new financial experience designed to help people in Mexico—especially the underbanked and unbanked—pay, transfer, and manage money with more flexibility.

As the UX/Visual Designer, I led the product experience for integrating Amazon Access into the existing Amazon Wallet ecosystem, partnering with a local bank to enable cash deposits, debit card issuance, balance visibility, and new payment flows inside Amazon.

This was the first time Amazon introduced a cash-based digital banking experience within its ecosystem.

Opportunity

In Mexico, a large percentage of consumers prefer or rely exclusively on cash transactions.

But Amazon’s payment flows historically required:

A credit or debit card
A digital bank account
A consistent online payment method

This left out millions of potential customers who wanted to shop on Amazon but had no easy way to pay.

Our goal was clear:

Create an accessible, cash-friendly financial product inside Amazon.

We partnered with Invex Banco,
and built an integrated experience that works for customers who:

deposit cash
receive a debit card
transfer or withdraw funds
shop on Amazon without traditional banking barriers

Discovery & Research Insights

Through research sessions and market analysis, we identified key Mexico-specific behaviors:

19%–20% of customers are cash-loyalists
Cash is the primary financial instrument for millions of Mexicans
Many consumers have limited trust in traditional financial institutions
Existing fintech apps were often too complex or too fragmented

One key finding:
Users wanted one place to manage all financial tasks, simple, visual, and trustworthy.

This shaped everything we designed.

Designing the Experience

Amazon Wallet Integration

We designed Amazon Access as a native financial surface inside the Amazon Wallet, enabling:

Cash balance management
Transaction history
Physical + digital debit card controls
Deposit & withdrawal options
Balance callouts directly on PDP, checkout, and order flows

The challenge:
Existing wallet patterns weren’t built for cash-first experiences. We had to extend the system without breaking global standards.

My Role & Responsibilities

As Lead UX & Visual Designer, I owned:

UX Strategy & Interaction Design

Designed the end-to-end onboarding flow for Amazon Access inside the Amazon Wallet
Built interaction patterns for cash deposits, transfers, withdrawals, and balance transparency
Ensured parity across Android, iOS, and web experiences
Mapped payment states, error handling, and multi-step flows

Visual Design & Brand Integration

Designed the Amazon Access visual identity system, co-branded with Invex Banco
Created promotional graphics, in-app banners, landing pages, and marketing campaigns
Designed the physical debit card, digital card assets, and the welcome kit

Cross-Functional Collaboration

Worked closely with Amazon Pay PMs, Global Consumer Payments stakeholders, and engineering teams
Collaborated with the Invex Banco financial and compliance teams to validate flows
Partnered with research to test messaging and usability with Mexican users

Visual Identity, Branding & Debit Card

I led the creation of the Amazon Access visual identity system, building a unified brand language that worked seamlessly across web, mobile, and marketing surfaces. This included defining the full color system, iconography, layout patterns, and all supporting visuals that would represent the product inside Amazon’s broader ecosystem. I also developed the co-branded design system used in partnership with Invex Banco, ensuring both brands remained aligned and trustworthy in a financial context.

Beyond the digital experience, I designed the physical Amazon Access debit card in collaboration with Mastercard requirements and Invex Banco. This meant crafting a card that felt distinctly Amazon simple, bold, and recognizable while still delivering the level of trust and clarity needed for customers new to digital banking. I also created the welcome kit materials that guided users through activating their card, managing their balance, and understanding the benefits of the new product.

The overall visual direction had to strike a careful balance: it needed to feel Amazon-native and familiar, but also approachable for first-time banking users. By grounding the experience in warm tones, clean layouts, and straightforward messaging, we built a brand that felt friendly, secure, and culturally aligned with the Mexican market helping users adopt Amazon Access with confidence.

Educational Flows & Launch Campaign

Because Amazon Access was completely new, we needed an education-first UX approach to help customers understand the value of the product. I designed onboarding experiences, informational modules, and marketing surfaces that clearly explained what Amazon Access is, how it works, and why it matters. This included in-app education screens, promotional pages, benefit callouts (“Paga, transfiere y recibe dinero…”), and Prime incentive messaging tailored for the Mexico market.

These experiences were deployed across key Amazon surfaces—including the Amazon.com.mx homepage, Wallet and Amazon Pay, mobile modules, email campaigns, and affiliate placements to ensure users encountered consistent messaging at every touchpoint. The goal was to make Amazon Access feel integrated, trustworthy, and easy to understand regardless of how customers entered the ecosystem.

One of the most important parts of the experience was the cash deposit and withdrawal flow. For many customers, this was their first digital financial tool, so the UX needed to feel visual, simple, and confidence-building. We designed a mobile-first flow that allowed users to deposit cash at partnered locations, track real-time balances, use the debit card for everyday purchases, pay for Amazon orders instantly, and withdraw funds whenever needed. This flow became the core value engine of Amazon Access and a key reason the launch succeeded in Mexico.