Shops  Checkout

Designing Checkout

Led the 0→1 design and global rollout of the unified checkout experience across Facebook and Instagram Shops for both iOS and Android.

My Role

Lead Product Designer

Vision & Strategy

Orchestrated the long-term design roadmap for a unified checkout experience across Instagram and Facebook.

Strategic Execution

Led the end-to-end design of consumer and B2B features. Collaborated with PM, Engineering, and DS to ensure data-driven execution from discovery through launch.

Data-Driven Growth

Directed the Checkout Growth strategy, utilizing high-velocity experimentation to optimize the funnel and mitigate post-launch friction.

Case study

Shops checkout was initially built independently for Facebook and Instagram. Later, the company shifted to a cross-app strategy, making Shops available across all Meta apps, requiring a unified checkout experience.

Unified Checkout

The Solution

Platform Harmonization

Orchestrated a unified Information Architecture (IA) across Facebook and Instagram, achieving feature parity while adapting the UX to respect platform-specific visual design languages.

Operational Leadership

Led the transition to a shared component library, drastically reducing design debt and streamlining engineering implementation across mobile platforms.

Scalable Framework & Systems Design

Authored the Cross-Platform Strategy and modular design system that serves as the foundation for Meta’s mobile commerce. This framework standardized the checkout experience across iOS and Android, allowing product teams to deploy new features 2x faster on top of shared architectural blocks.

New user experience

Returning user experience

Order confirmation

Checkout optimizations & growth

Led a high-velocity experimentation roadmap, conducting 30+ data-informed A/B tests to resolve trust hurdles and technical friction points.

Strategic Impact

Identified and resolved underlying performance issues and UI inconsistencies, resulting in a 21.1% conversion lift and generating an estimated $700k in daily GMV.

The team's goal was to optimize the checkout process through continuous, data-driven experimentation during the planning cycles.

This is a snapshot, not the full story.

Driven by data and experimentation, the product underwent rigorous post-launch evolution and refinement.

If you’d like to talk through that journey or see additional work, I’d love to connect.

Contact me