Send files through WeTransfer.com
A data-driven rebuild of WeTransfer's core, 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 for Anonymous users 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.
Context
We set out on our strategy building "the best and most lovable handoff product possible". To do so the product department was building a bunch of new functionality and products. The transfer window, the central piece of the file transfer product, was notoriously hard to work with8h. Tech debt and design constraints made it hard to push it to the next level, but were also negatively impacting feature adoption and conversion.
Impact
A UX model built to scale
The rebuild introduced a Card metaphore, Settings Drawer and an Icon Bar allowing us to scale. While expanding the functionality, it allowed us to do so without crowding the core flow.
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 negative impact on the wallpaper ad engagement, the revenue model the free tier runs 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) were now able to leverage the 80 million monthly users it serves. The shared model and guidelines we defined became the frame other teams designed within.
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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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