What the evidence showed
Mobile checkout had several possible friction points. Payment choice was limited, promotional messages could appear when a cart did not qualify, and some behaviors varied across devices.
The consumer-insights audit identified broad concerns. Hotjar sessions, abandonment patterns, payment data, and support themes showed where those concerns matched actual behavior.
Evidence used to prioritize the work
- Customer feedback: ForeSee audit and support themes
- Observed behavior: Hotjar sessions and cart abandonment
- Performance data: checkout analytics and payment signals
The strongest patterns involved payment choice, promotion eligibility, cross-device consistency, and recurring commerce.
What we changed
01
Add flexible payments
I led Afterpay and PayPal work across UX, engineering, finance, eligibility rules, testing, and placement in the checkout flow.
02
Support recurring commerce
We surfaced subscription options for eligible products and aligned them with cart, payment, and customer-account behavior.
03
Clarify promotion eligibility
We tested logic that showed promotional messages when a cart could qualify, reducing confusion near purchase.
04
Check the experience across devices
UX and QA reviewed releases across mobile, tablet, desktop, browsers, and platform-specific edge cases.
Planning with shared capacity
bareMinerals and Buxom shared much of the same ecommerce platform and the same Publicis Sapient engineering team. CRM, merchandising, subscriptions, accessibility, analytics, checkout, platform maintenance, and production support all competed for release space.
I brought stakeholders, engineers, and the vendor PM together to review impact, timing, dependencies, effort, and risk. What began as a long request list became an agreed release plan.
Release-planning criteria
- Customer and business impact
- Timing and dependencies
- Engineering effort and capacity
- Operational and accessibility risk
Results
Across the mobile checkout and recurring-commerce program, mobile revenue grew 23% and average order value increased 12%.
The releases expanded payment choice, reduced checkout confusion, and gave stakeholders a consistent basis for deciding what entered each release.