A new checkout for WeTransfer.com
Rebuilding WeTransfer's 2016-era checkout from the ground up — modernizing the flow and untangling the tech debt that capped conversion.
Product Manager
2023–2024
Product strategy, UX direction, Execution with eng & data, A/B experimentation
I led the ground-up rebuild of WeTransfer's checkout — a flow largely untouched since 2016 — modernizing the experience and decoupling account registration from subscription creation so the funnel's biggest drop-offs could finally be fixed.
Cut drop-off where it actually happened
Diagnosed the funnel's biggest losses — the auth step and the billing form — and rebuilt the flow (billing autocomplete, fewer required fields) to stop them.
Untangled the tech debt that capped conversion
Decoupled account registration from subscription creation — the coupling that had made even obvious quick wins expensive to ship — clearing the path for faster iteration.
Modernized payments and unlocked new capabilities
Settled the payment stack through experimentation (kept PayPal, dropped a worse hosted-Stripe flow), shipped a custom Stripe checkout globally and locally, and opened the door to promotions, VAT handling and local-currency pricing.
Full case available upon request
The complete walkthrough — the problem framing, the Design × Data process, the milestone-by-milestone rollout, the experiment design, and what I'd do differently — is best shared one-to-one.
Request full case