Increased pay-online rates by 22% by redesigning checkout and introducing a faster, single-item express purchase flow
The Publix app's checkout only accepted credit or debit cards, creating friction for customers and limiting conversion. After leading a payment-preference study, the Product Manager and I advocated for adding Apple Pay. Leadership quickly approved the proposal and requested a three-month launch.
The expectation was to layer Apple Pay into the existing flow. However, as I began working with product, engineering, and analytics, it became clear the issue wasn't just payment—the checkout experience itself was fundamentally broken.
Analytics, usability testing, and competitive research revealed two critical problems that were causing significant customer friction and revenue loss.
Key Findings
To deliver on leadership's timeline while addressing the broader opportunity, I implemented Apple Pay within the existing system—then used that momentum to reframe the problem and advocate for deeper improvements.
After delivering the Apple Pay launch, I partnered with the PM to define two follow-up initiatives that addressed both immediate wins and structural issues. Both were approved by leadership.
➊ Express Single-Item Purchase
Enable single-item purchases directly from product detail pages using Apple Pay.
➋ Checkout Redesign
Move toward a near 1-click checkout by removing unnecessary steps and preselecting reliable defaults (store, pickup window, payment).
Express Single-Item Purchase Adoption
28%
of sub orders now use express
Checkout Time
-2min
Reduced completion time
Pay-Online Adoption
43% → 65%
Significant increase
After delivering the Apple Pay launch, I partnered with the PM to define two follow-up initiatives that addressed both immediate wins and structural issues. Both were approved by leadership.
While impactful, releasing multiple changes at once limited our ability to isolate cause and effect.