A new checkout for WeTransfer.com
Rebuilding WeTransfer's 2016-era checkout from the ground up, redesigning the flow and untangling the tech debt that capped conversion.
Product Manager
2023–2024
Product strategy, UX direction, Product analytics, A/B experimentation, Go to market
I initiated and 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.
👆 Only one graph was needed to make the case for the rebuild
Impact
Cut drop-off where it actually happened
Diagnosed the funnel's biggest losses between the sign up step and the billing form, made strategic UX changes and rebuilt the flow to improve conversion. The rebuild resulted in a 10% increase in conversions (>50 per day) and increase in revenue of $1M.
Untangled the tech debt
Decoupled account registration from subscription creation, the historical debt that had made even quick wins hard to ship, clearing the path for future feature development.
Set up for future success
By rebuilding the checkout we enabled our product marketing team to be more effective by opening the door to promotions, VAT handling and local-currency pricing.
New ways of working
High impact rollouts at this scale, and this central to our direct revenue stream were new, and we established new best practices across the product org by setting new standards.
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.
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