Using customer evidence to improve mobile checkout
At bareMinerals, I combined behavioral analytics, customer feedback, and experimentation to prioritize changes across checkout, payment flexibility, subscriptions, and mobile UX.
Product Manager
Mobile checkout and recurring commerce
ForeSee, Hotjar, analytics, and support themes
23% mobile revenue growth and 12% higher AOV
The customer problem
Mobile customers were encountering friction near the point of purchase. Payment flexibility was limited, promotional messaging could be confusing, and some checkout behaviors varied across devices.
A third-party consumer-insights audit identified broad areas of concern, but the feedback alone did not show which issues were creating the greatest customer or business impact.
ForeSee audit and support themes
Hotjar sessions and cart abandonment
Checkout analytics and payment signals
Together, these signals pointed to payment choice, eligibility clarity, mobile consistency, and recurring commerce.
How I found the priorities
I paired the consumer-insights audit with checkout analytics, Hotjar session behavior, cart-abandonment patterns, payment performance, and recurring support themes. That made it possible to separate general dissatisfaction from specific points where customers were hesitating or leaving.
That analysis made payment choice, eligibility clarity, mobile consistency, and recurring-commerce flows the clearest priorities.
Product choices
Add flexible payments
I led work across Afterpay and PayPal, coordinating UX, engineering, finance, eligibility logic, testing, and placement within the checkout flow.
Support recurring commerce
Subscription options needed to appear clearly, match eligible cart content, and work with the broader payment and customer-account experience.
Clarify promotions
We tested tighter eligibility logic so customers saw promotional messages when their cart could actually qualify, reducing confusion at checkout.
Keep the experience consistent
I worked with UX and QA to review checkout behavior across mobile, tablet, desktop, browsers, and common platform-specific edge cases.
- Customer and business impact
- Timing and dependencies
- Engineering effort and capacity
- Operational and accessibility risk
The same criteria gave bareMinerals, Buxom, and Publicis Sapient a shared basis for release decisions.
Prioritizing shared engineering capacity
bareMinerals and Buxom shared much of the same ecommerce platform and Publicis Sapient engineering capacity. CRM, merchandising, UX, subscriptions, accessibility, analytics, checkout, platform maintenance, and production support regularly competed for the same release space.
I brought stakeholders, engineers, and the vendor PM together to review customer impact, business value, timing, dependencies, effort, and risk. The goal was to turn a long wishlist into an agreed release plan the team could execute.
Outcome
Across the broader mobile checkout and recurring-commerce program, mobile revenue grew 23% and average order value increased 12%.
The work also reduced checkout confusion, improved payment choice, and gave stakeholders a clearer way to make tradeoffs when demand exceeded engineering capacity.
What this work reinforced
Customer feedback becomes more useful when it is paired with observable behavior and business impact. The strongest checkout priorities came from looking across research, analytics, support signals, and technical constraints rather than relying on one source alone.