Company: Amazon (Amazon Flex)
Role: UX Designer II
Scope: Recruiting & Onboarding for Delivery Partners (DPs)
Stakeholders: ~30 cross-functional partners
Program Scale: 400+ contributors across the full Amazon Flex Brazil launch
I led the recruiting and onboarding experience experience for the launch of Amazon Flex in Brazil — one of Amazon’s fastest-growing international markets.
The full driver ecosystem was delivered in under seven months by a 400+ person team. Recruiting and onboarding had to ship first and under tighter timelines to unlock the rest of the program.
While much of the delivery app could be reused, onboarding required deeper adaptation to Brazil’s regulatory, tax, and competitive environment.
The initial direction was to reuse the Mexico implementation. I pushed to adopt the latest U.S. onboarding model instead, so we wouldn’t launch with patterns we already knew needed improvement.
Brazil is a competitive market where Mercado Livre can approve drivers in as little as two days.
Our global onboarding flow was longer and more complex. Reusing Mexico’s version would have been faster, but it would have introduced friction we were already trying to fix elsewhere.
We needed to:
The real question wasn’t just how to launch fast — it was whether we were willing to launch with something we knew wasn’t our best work.
I proposed upgrading Brazil to the latest U.S. onboarding structure and adapting it thoughtfully for the local context.
Because onboarding had to launch first, I prioritized clarity, simplicity, and feasibility to help the team move quickly.
Invest in the Right Foundation
Instead of copying the Mexico flow, I chose to build on the most recent onboarding model — even though it required more effort upfront.
Simplify Where It Matters
Adapt to Brazil Thoughtfully
When alignment required trade-offs, I focused on keeping momentum without compromising the core experience.
We launched a streamlined recruiting and onboarding experience aligned with Amazon’s latest improvements and adapted for Brazil.
By delivering onboarding first and keeping designs implementation-ready, we enabled the broader ecosystem rollout to move forward on schedule.
Launch
Scale
Product Impact
Fast Doesn’t Have to Mean Rushed
You can move quickly and still make thoughtful product decisions.
Reuse Requires Judgment
Not everything that can be reused should be reused.
Design Should Accelerate Teams
In large launches, great design work removes ambiguity and helps everyone move faster.