Optimizing a $150M Commerce Platform
Optimizing a $150M Commerce Platform
Improving monetization for 3 million content creators.
Improving monetization for 3 million content creators.
Responsibility
Product Lead
Company
Spring
What I Worked On
Contribution
Quantitative Research
UX Audit
Experimentation
Release Planning
Impact
+$11M Incremental Revenue
Challenges
Challenges
Fans didn't trust the platform
Fans didn't trust the platform
The checkout flow redirected users to an unbranded legacy site, breaking the experience and eroding trust. Instead of completing their purchase, fans dropped off at the moment they should've been reaching for their wallet.
The checkout flow redirected users to an unbranded legacy site, breaking the experience and eroding trust. Instead of completing their purchase, fans dropped off at the moment they should've been reaching for their wallet.
Inflexible payment options
Inflexible payment options
As digital wallets and buy-now-pay-later platforms gained traction, fans expected faster and more flexible checkouts. Lacking Apple Pay, Google Pay, or installment options, the platform fell behind emerging norms well before they became industry standard.
As digital wallets and buy-now-pay-later platforms gained traction, fans expected faster and more flexible checkouts. Lacking Apple Pay, Google Pay, or installment options, the platform fell behind emerging norms well before they became industry standard.
Solution
Solution
Improved Usability →
+$11M in Sales
Improved Usability →
+$11M in Sales
Consistent Branding and Modern Payment Methods
Fans didn’t trust the old checkout because it felt disconnected from the creators they supported.
By introducing creator branding (colors, logos, and imagery) into the checkout, we built trust and familiarity, reducing drop-off and driving conversion.
With a growing share of mobile traffic, we added intuitive payment options like Apple Pay, Google Pay, and PayPal, reducing friction for mobile users and making one-tap checkout the norm. To further expand flexibility, we added buy-now-pay-later options such as AfterPay, giving fans more control over how they paid.
Each step of the flow was A/B tested and refined to minimize friction and ensure a seamless path to purchase. Using familiar interaction patterns (like swipe gestures to collapse menus) made the experience feel fast, modern, and intuitive — both for fans buying and for creators managing their stores.
The result: $11M in incremental revenue, proving that thoughtful design and usability improvements can directly translate to growth.
Fans didn’t trust the old checkout because it felt disconnected from the creators they supported.
By introducing creator branding (colors, logos, and imagery) into the checkout, we built trust and familiarity, reducing drop-off and driving conversion.
With a growing share of mobile traffic, we added intuitive payment options like Apple Pay, Google Pay, and PayPal, reducing friction for mobile users and making one-tap checkout the norm. To further expand flexibility, we added buy-now-pay-later options such as AfterPay, giving fans more control over how they paid.
Each step of the flow was A/B tested and refined to minimize friction and ensure a seamless path to purchase. Using familiar interaction patterns (like swipe gestures to collapse menus) made the experience feel fast, modern, and intuitive — both for fans buying and for creators managing their stores.
The result: $11M in incremental revenue, proving that thoughtful design and usability improvements can directly translate to growth.
UX Research
Prototyping
Strategic Roadmaps
Service Design
Design Systems
Go-To-Market
My Approach
My Approach
Found Opportunities Using Data:
Identified checkout flow was the highest-impact friction point.
Gathered Qualitative Feedback:
Captured qualitative insights and strengthen the business case for redesigning checkout.
Co-Designed With Design:
Collaborated with design to create a flow balancing simplicity, speed, and trust.
Experiment-Driven Development:
Launched lightweight experiments, shared results, and got buy-in from Leadership.
Rolled Out Gradually:
Mitigated risk through tiered rollout release.
UX Research
Prototyping
Strategic Roadmaps
Service Design
Design Systems
Go-To-Market
