Reimagine the AWS Support Subscription Experience

Overview

AWS Support provides the expertise and tools necessary for customers of all sizes to build and operate successfully in the cloud. In 2025, AWS Support shifted from a reactive troubleshooting service to a proactive partner model.

To meet the demands of modern cloud operations, I led the UX design and successfully launched of the AWS Support Plans Portfolio Transformation at re: Invent 2025. This initiative involved a complete overhaul of the subscription experience, introducing three distinct Support tiers designed to meet customers where they are in their cloud journey, serving over 200,000 accounts.

Impact

Goal

Create a seamless experience where customers can discover, evaluate, trial, and purchase the Support services instantly.

The challenge

1. Cognitive Overload:

   • Customers struggled to navigate complex options and identify the right plan for their needs.

2. Operational Friction:

   • Manual enrollment processes created heavy administrative burdens and increased security risks.

3. The Value Gap:

   • Disconnected experiences across education and purchase led to limited entitlement awareness and churn.

Design Solution

To address these, I redesigned the subscription journey to drive both user clarity and business growth:

1. Visual Comparison - Redesign the comparison experience to simplify the complex plan information.

2. Organizational Enrollment - Developed a new streamlined organizational enrollment experience.
The new enrollment process eliminated the manual process and enabled organizations to bulk-enroll all member accounts in minutes

3. Integrated Education & Value Discovery - Added entitlement awareness directly into the buying journey to drive adoption.

By embedding rich educational content—such as feature breakdowns and video guides—directly into the console, we bridged the 'Value Gap.' This in-console learning experience eliminated external redirects and empowered customers to make confident, informed purchase decisions.

Research Insights

I partnered with UX Research and validated the new comparison flow with 11 customers, uncovering key motivations behind upgrade behavior:

Insight 1: Customers rated the upgrade flow a score of 5/5 for ease of use. The ability to compare plan details and pricing side-by-side in just a few clicks significantly reduced cognitive load and decision fatigue.

“Very easy. It was just a few clicks. The comparison, it had the pricing page, there was very little to go throught and it makes sense. It had all the details.” - Data Engineer, Business Support plan

Insight 2: Customers prefer seeing the Basic (Free) plan displayed alongside paid options. This comparison acts as a crucial artifact, allowing them to clearly articulate the "value add" of premium features when justifying the budget to their leadership.

Looking Ahead

The launch at re:Invent 2025 was just the beginning. I am currently focusing on the next phase of the AWS Support evolution to further close the value gap and scale the reach:

• Enterprise Enrollment Evolution: Iterating on the Enterprise Support enrollment process, specifically focusing on reducing friction for complex, multi-account organizational structures to ensure a smooth onboarding experience.

• Capturing the Untapped Market: Designing new features specifically tailored to the AWS customers who are not yet subscribed to a support plan. By improving benefit discovery and value realization, I aim to convert this significant market opportunity into long-term partners.