Rishabh Singh, smiling Hello, I'm Rishabh

I make complex products make sense. Lately, I build them too.

Currently a Senior UX Designer and Accessibility Bar Raiser at Amazon. 8+ years across credit cards, banking, and shopping experiences, now designing and shipping production code with AI.

Interaction design and prototyping Design systems and standards Accessible and inclusive design Front end (React, HTML, CSS) AI-assisted design and tooling Systems thinking and information architecture Typography, layout, composition Figma User research Usability and A/B testing

Selected work

Five projects

01 Credit card servicing

Amazon Visa Pay Bill

Late fees were pushing customers to close their accounts. I designed the payment experience for Amazon's first in-house card management, including a slider that priced paying less than the full balance. It won an Amazon Inventor Award.

23%Fewer late fees, against a 20% goal

21%Less attrition

View case study

Two phone screens. The Amazon Visa select amount screen, with a custom amount field and radio buttons for the minimum payment due, the statement balance and the current balance, next to the interest slider concept, where a $550.00 payment shows an estimated interest charge of $13.65 if you pay today.

02 Credit card servicing

Amazon Visa Card Dashboard

28% of customer contacts traced back to servicing features customers couldn't find. I made the case for a redesign twice, then built a dashboard that adapts to how each customer uses the card.

2.3xMonthly visits, 3.3M to 7.7M

+31%Unique monthly customers

View case study

Three phone screens in the order a customer meets them. The Account screen with a new wallet row of card tiles, then the wallet page for the Prime Visa with its rewards balance, then the card dashboard showing current balance, a Make a payment button and recent transactions.

03 AI Builder

Improving Basket Building

Amazon's bundle offers only live on product pages, so the growing share of customers who buy straight from the search results page never see one. I sized the gap, wrote the UX strategy, and shipped the front end for the first experiment.

4 in 10Purchases that never see a bundle

1.6MPurchase journeys analyzed

View case study

Three phone screens of the Bundle Swap offer in the add to cart panel on Amazon search results. One shows a single bundle card, one a carousel of bundles opened to the seller's specifications, and one the same carousel with those specifications summarized into three benefit lines.

04 Credit card servicing

Amazon Visa Transactions

Checking charges is one of the most used servicing features, and until 2023 it only existed on Chase. I set the UX vision from research and business goals, then got Chase's engineers committed to building the data it needed across three launches.

10%Fewer 1 and 2 star ratings

4.1App rating, up 0.4

View case study

05 Banking, at g2o

KeyBank account opening

Opening an account in a branch took 55 minutes across three systems that didn't talk to each other. I designed the replacement, brought it under 10, and then took the same flow online.

88%Faster, 55 minutes to under 10

4Follow-on contracts awarded

View case study

The confirmation screen of the redesigned KeyBank account opening flow on a tablet, reading Congratulations above the new account number, routing number, and opening deposit

Standards and tools

Four things

I built these four for the people I work with rather than customers: two set the standard we design to, and two took over work we did by hand.

Accessibility documentation

I helped the design, product, and engineering teams learn accessibility and build it into how they work.

7 accessibility launch blockers cleared, and none in any launch since

Read about the standard

Design Insight (AI tool)

I built it so a designer can find the faults in their own proposal before a formal review or a usability test.

1 week for an accessibility approval, down from 3.5

Read about the tool

A custom prototyping agent

I built it to render the Amazon pages my team designs within, as they stand in production, from the first prompt.

2.5 hours a prototype, no longer spent rebuilding a live page

Read about the agent

An AI Builder Playbook

I wrote a manual for UX designers to design and ship using AI, based on my own mistakes and learning.

1 playbook, in adoption across my group right now

Read about the playbook