AMAZON + ONE MEDICAL
To expand access to high-quality healthcare, Amazon acquired One Medical in February 2023. This acquisition created the need for Amazon customers to seamlessly find, purchase, and manage One Medical memberships on Amazon.com and in the Amazon app. Additionally, the framework needed to be adaptable for future integrations with other health memberships and subscriptions.
Lead Sr. UX Designer – Amazon Health
Collaborated closely with a Sr. PM, Engineering, Legal, and Brand & Marketing across two teams (Amazon & One Medical).
Customers need an easy way to find, buy, and manage One Medical memberships on Amazon.
Amazon needs a scalable way to sell and manage One Medical memberships that fits into the current ecosystem and allows for future health membership integrations.
Expanding access to high-quality healthcare
New members by EOY
Rating score
Conversion – viewing to joining
Memberships per transaction
I audited similar purchase and membership management flows on Amazon to identify patterns, themes, and opportunities for designing the One Medical membership experience.
Memberships on Amazon like Prime and Audible follow a consistent hierarchy and treatment of content.
Amazon has several different checkout flows; including Buy Now, Amazon Pharmacy Checkout, Amazon Fresh Checkout, and more.
To help define the ideal user experience, I also examined relevant off-Amazon experiences. I identified examples of intuitive design and inspiring interaction and UI patterns that could be adapted for the membership framework.
UX tenets keep the team focused on what matters most to customers, serving as a shared compass to guide design decisions and create a more seamless experience.
Establishing Tenets
I led a workshop with key stakeholders to draft UX tenets, gathering diverse perspectives and fostering alignment. This collaborative approach established clear guiding principles and a strong foundation for the project.
A fast path to care is key, but customers should have enough context to feel confident before committing.
Language should be clear, concise, and customer friendly.
We must balance convenience with privacy and meet security requirements of health information.
We optimize for One Medical now, but design a flexible system that supports future health memberships and services.
The experience should feel familiar within Amazon, but we must adapt to healthcare’s unique trust, privacy, and compliance needs.
I created low-fidelity flows to explore where purchase and enrollment should occur—on Amazon or One Medical—evaluating trade-offs to help define our MVP for launch. A recommended flow was agreed upon by the team based on the customer experience and technical feasibility.
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