Send files through WeTransfer.com
A data-driven rebuild of WeTransfer's most-used surface — lifting conversion and turning the place every transfer begins into the launchpad for the company's new products.
Product Manager
2024
Product strategy, Design direction, UX, User research, Rollout, A/B experimentation, Stakeholder alignment
The rebuilt Transfer Window — designed to make features discoverable without crowding the core send flow.
I led the rebuild of the Transfer Window, the "drag, drop, send" surface more than 80 million people use each month, turning a crammed, hard-to-extend UI into a high-quality, data-driven foundation that lifted conversion and became the launchpad for WeTransfer's new products.
The bet
Leadership wanted "the best and most lovable handoff product, ready to take on the future." The Transfer Window — the surface every transfer begins on — was where that product had to be built.
The problem
The company's product strategy needed this surface to house far more features, but the ones already there sat behind an overflow menu and tooltips — undiscovered, which capped conversion and retention. The rebuild had to make features discoverable and hold a high-quality bar, without disrupting a workflow millions trusted or the ad revenue the free tier runs on. A 2019 radical redesign hadn't landed — so the approach was evolution, not revolution.
Designed from the data
We started from what a typical transfer actually is — a link, one file, under 100MB, no message — and let that reshape the layout, rather than redesigning by taste.
A UX model built to scale
The rebuild introduced a Settings Drawer and an Icon Bar that now live in the Transfer Window — a structure built to scale. It already houses a growing set of functionality (passwords, paid transfers, custom wallpaper, expiry, pricing) without crowding the core send flow, giving every future feature a defined place to live.
Impact — raised the quality bar
Replaced years of shortcuts with a consistent, accessible, scalable UX on the surface every transfer begins on — landing a rebuild earlier attempts (including 2019) hadn't.
Lifted feature adoption and conversion
Higher adoption of paid features (Password, Paid Transfers, Custom Wallpaper) and an ~8% uplift in paid conversions — with 13% fewer upsells shown and no measurable impact on the wallpaper ad engagement the business depends on.
Made the surface a launchpad
The same UX model stretched to host completely new workflows — Reviews (giving feedback on a transfer) and Request (receiving and requesting files) — turning the most-visited surface in the product into the place new products plug into.
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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