Overview

Company: Shopify, Shop Pay
Industry: SaaS, Ecommerce
Timeline: 6 weeks (2024)
Role: Lead Designer

Background

Shop Pay is Shopify’s accelerated checkout that safely stores customer credentials for secure, one-tap purchasing. It's also the foundational buyer identity for the Shop app, turning a one-time transaction into a cross-merchant shopping profile for millions of buyers.

Challenge

Despite Shop Pay’s growth, adoption was hitting a ceiling. Only 10% of buyers were opting into the ‘remember me’ checkbox at checkout, and 3% of those users were actively un-checking the box. This indicated a significant gap in trust and clarity during the most critical moment of the buyer journey.

Solution

We saw an opportunity to improve trust and clarity through targeted, high-impact UX changes. Leading a lean team (PM, Dev, Data Science), I audited the friction points in the 'Remember Me' flow. We finalized designs and an experiment plan in just two weeks.

Outcome

By improving clarity, adding trust signals, and removing friction from the 'Remember me' checkbox, we increased the opt-in rate from 7.7% to 34%—a 26.3 percentage point jump. This significantly grew the Shop Pay user base and increased overall checkout conversion for our merchants.

Process

Step 1: Investigate and hypothesize

I analyzed the data and identified two key issues: buyers were interpreting this as a marketing opt-in, and missing security cues were weakening trust at a critical moment. We were also missing key UX optimizations like auto-opting buyers in, pre-filling details from existing contact information, and moving terms and conditions below the buy button.

Step 2: Design, align, and refine

I translated the hypotheses into testable variants to improve clarity, trust, and efficiency. Then, I drove alignment with Shop leadership to ship the experiments and generate insights quickly.

Step 3: Analyze and launch

I partnered with our data scientist to interpret results and translate them into clear insights. The results validated key hypotheses and drove significant impact.

Results

Driving higher Shop Pay adoption was central to Shopify's 2025 success. The increased volume of 'remembered' buyers propelled GMV growth to 25% YoY, outperforming projected growth by 10 percentage points and significantly boosting merchant success across the platform.