Amazon CheckOut Process Re-Design

An easier way to hide orders from nosy family members.

Project Date: May 23, 2025 — June 2, 2025

Overview

For my graduate course: Digital Customer Experience Design, we were tasked to re-design an online customer experience we know well. I decided to modify the Amazon check-out experience, specifically when there are multiple users within the account. I designed a prototype on Figma that enables users to easily hide orders from other users. That way, privacy and gifts can remain hidden between users.

The Problem

The problem with the current check-out process is that it is not-intuitive for a user to hide an order. While there are options, such as archiving an order (in which other users can still find and receive notifications for said order), or the creation of an Amazon Household account (which is difficult to find, not commonly known, and just another step for users), neither are ideal or intuitive for Amazon shoppers.

Below, a customer journey depicts an example of this problem.

The Solution

Using Figma, I created a prototype that allows users to hide orders with the click of a button.

With this new design, customers have the option to select the “this is a gift” checkbox when checking out, here:

After checking the box, and clicking the Proceed to Checkout button, the user is then taken to the following page:

Here, they can select the user they wish to hide the order from (or select no one and move on), and any items that appear in the cart.

After hiding this order from Margaret, the user is then taken to their own cart, where they can see the order.

However, from Margaret’s point of view, the cart would look like this:

Since Margaret is the primary account holder, she can click and view the hidden order if needed. She will them receive the following prompt:

If she selects “Go Back” she will return to the blurred order screen. If she is worried about fraud, or knows the purchase should not have been made, she can click “View Anyway” and view the hidden order.

To view / experiment with the protoype, click here.

Here is the updated customer journey map with this new feature:

Click here to access the Customer Journey Map.

Results

I have worked with Figma in the past, making minimal prototypes and animations. This project encouraged me to push beyond my knowledge. For example, experimenting with auto-layout and creating an interactive dropdown feature. In an earlier form of the project, I had 2 buttons for the checkout feature; the initial and then a “Place & Hide Order” option. However, this was not feasible or realistic for Amazon to add. I also did not have the blurred option, initially Margaret’s screen would just not have the order at all. But, the primary account holder should be able to view and override any orders.