Amazon
Bringing mobile trade-in to Amazon.com
Problem Statement
Expand Amazon’s existing trade-in offering to include mobile phones while integrating seamlessly into web and app ordering flows. The experience needed to incorporate the MCE SDK to grade device condition for accurate pricing without disrupting familiar customer behaviour.
Goals & Objectives
Introduce mobile trade-in without adding friction
Maintain familiar ordering patterns and user expectations
Enable accurate device pricing and eligibility checks
Research & Insights
Customers rely on familiar Amazon patterns and expect consistency.
Disrupting established flows risks abandonment.
Clear pricing and eligibility guidance builds trust.
Seamless integration within the purchase journey improves adoption.
Approach & Strategy
I worked with product managers, key stakeholders, researchers and marketing to introduce mobile trade-in with minimal disruption to Amazon’s existing experience. The goal was to preserve familiar behaviour while expanding the programme beyond Amazon devices and existing electronics trade-in.
Two distinct user flows were designed to support different customer intents. Customers discovering trade-in encountered the option while viewing a new device, such as an iPhone product page. They could trade in their existing phone and return to the product page with the credit applied, allowing them to quickly add the new device to their basket.
Customers actively seeking trade-in entered through the trade-in programme, completed the valuation process first, and then selected a new device using their credit.
Particular care was taken to ensure the grading process did not feel lengthy or complex, as this posed the greatest risk of confusion or drop-off. The experience prioritised speed, clarity and trust to support a smooth transition from valuation to purchase.
Journey Mapping
Final Designs
A cohesive trade-in experience across mobile and desktop, designed to fit naturally within existing Amazon purchase flows.
