Product design
Conversion UX
Business case
Multi-Vertical
eComm Platform Checkout Revamp
Initiated, led and shipped a full redesiged of Wix's checkout - the surface that carries 63% of the platform's total GPV - across 11 verticals, from Stores to Restaurants to Bookings. The project ran as three parallel workstreams covering the UI, rich-text policies, and header customization, with a cross-functional team of eleven.
Overview
A 1% conversion lift is worth $31M a year - and nobody was working on it
The Wix eCommerce checkout is one of the most high-stakes surfaces in the product - it sits at the end of every purchase flow across 11 verticals, from Stores to Restaurants to Bookings, and together these verticals account for 63% of Wix’s total online GPV. At that volume, a single percentage point of checkout conversion is worth roughly $31 million a year.
This project didn’t come from a brief. I identified that Wix’s checkout had fallen structurally behind industry standards - visually outdated, rigid, and missing capabilities competitors had offered for years - and built the business case for fixing it. I then led the research, defined the scope, and designed the full solution across three parallel workstreams: the checkout UI, Policies Rich Text editing, and expanded Checkout Header customization.
The Impact
The redesigned checkout shipped in late 2025. The new experience is cleaner, faster to scan, and more aligned with what merchants and buyers expect from a modern checkout. It introduced a white background layout, improved order summary design, a restructured totals section, better slot spacing, delivery method tabs, and expanded header customization options - all changes that reduce friction and build trust at the most critical moment in the purchase flow.
The redesign shipped across all 11 verticals in Q4 2025 and is now the default checkout experience for every Wix merchant.
Problem
The checkout was outdated, rigid, and falling behind the market
The existing Wix checkout had been largely unchanged for years. Visually it was gray, dense, and heavy - a stark contrast to the clean, minimal checkout experiences that had become the industry standard. Merchants who spent time designing a polished storefront arrived at a checkout that felt disconnected from everything they'd built.
Beyond aesthetics, the structural problems ran deep. The order summary lacked hierarchy. Item images were small and square with no quantity visibility. Dividers cluttered every section. The background was broken into gray blocks that fragmented the layout. The Secure Checkout badge was buried mid-page. And the checkout header - one of the few branded touchpoints merchants had - offered almost no customization options, despite being one of the most requested features in Wix's feedback system for over four years.
At the same time, the checkout policies were plain text only. Merchants couldn't bold a key term, add a link, or structure a long policy - capabilities available in other Wix verticals, but missing from checkout entirely.
Research
What actually drives checkout conversion
To frame the project, I led a research phase focused on understanding what drives checkout conversion - both in the industry and specifically on Wix's platform. The research combined competitive analysis, user feedback review, and internal data to identify where the biggest gaps and opportunities were.
The competitive analysis looked at how leading checkout experiences - Glossier, Shopify-powered stores, and others - approached layout, hierarchy, trust signals, and customization. The gap was clear: these experiences were white, spacious, and well-structured, with strong visual hierarchy and clear order summaries. Wix's checkout looked like it was built in a different era.
The most-voted open request in Wix's feedback system — 3,192 votes and 1,054 linked tickets, open for over four years.
What we learned
Conversion at checkout is shaped by six factors: UX and visual quality, simplicity and friction, trust signals, reliability, delivery clarity, and payment options. Of these, UX and simplicity were the areas where Wix had the most room to improve with design alone - no backend changes required. The research also confirmed that checkout header customization and rich text policies were among the top merchant requests, giving the project clear validation from the user side as well.
Ideation
Defining the scope and breaking it into workstreams
With the research complete, I defined a focused scope for the project: three parallel workstreams that could be designed and developed independently while contributing to a coherent overall improvement.
The first was the UI Revamp - a comprehensive visual and structural refresh of the main checkout page, covering the order summary, items display, totals section, background treatment, secure badge placement, slot spacing, and left-side layout tweaks including express checkout and delivery method tabs.
The second was Policies Rich Text - enabling merchants to format their checkout policies using bold, italic, links, and lists, with the rich text rendered on both web and mobile. This closed a parity gap with other Wix verticals and gave merchants meaningful control over a legally important surface.
The third was Checkout Header Customizations - expanding what merchants could configure in the checkout header, including logo upload directly from the header modal, header color and text color, a "Continue Browsing" link with show/hide toggle and custom destination, and business name override. These changes addressed the most-voted feature request related to checkout design.
Designs
A cleaner, more trustworthy checkout — built to convert
The redesigned checkout replaced the old gray, divided layout with a fully white background and a clear two-column structure. The order summary was rebuilt from the ground up - rounded item images with quantity badges, removed dividers, updated typography, and a redesigned coupon area. The totals section gained cleaner grouping, secondary color for detail text, and proper spacing that makes the Total and Pay Now rows immediately scannable.
Header customization: logo upload, colors, business name and a configurable "Continue Browsing" link - the most-requested checkout feature, unanswered for four years.
The Secure Checkout badge moved to the footer, which now always shows - giving it appropriate weight as a trust signal without cluttering the main flow. Slots were respaced throughout the page to feel intentional rather than dropped in. Express checkout and the login component were visually updated, and delivery method selection was redesigned as a tab component.
The Policies Rich Text editor replaced the plain textarea in Checkout Settings with a full rich text input, and the formatted output renders correctly on both web and mobile checkout. The Checkout Header modal was expanded with logo upload, color pickers for background and text, a business name field, and controls for the Continue Browsing link - giving merchants genuine brand expression at the top of their checkout for the first time.
Policies moved from plain text to rich text - merchants can finally bold a term, add a link, and structure a long policy, as they can everywhere else in Wix.
Lessons
Initiating a project is a design skill too
The most meaningful part of this project wasn't any individual design decision - it was recognizing that the problem existed and deciding to do something about it. The checkout had been in its old state for years, not because no one cared, but because the gap between "good enough" and "industry standard" is easy to normalize when you're close to the product every day.
Getting this project off the ground required framing the business case clearly - the $31M per 1% conversion stat wasn't decoration, it was the argument. Once the opportunity was visible in those terms, alignment was fast.
The order summary rebuilt from the ground up: rounded item images with quantity badges, dividers removed, hierarchy restored. Cleaner grouping, secondary colour for detail, and spacing that makes Total and Pay Now instantly scannable - the two numbers that decide whether a purchase completes.
One system, 11 verticals. The same checkout carrying a completely different brand.
The other key learning was about scope management. Three workstreams running in parallel across a cross-functional team could easily have become chaotic. Breaking each workstream into discrete, independently shippable pieces - and keeping the design decisions close to the implementation - made it possible to move fast without losing coherence. The final checkout feels like one thing, not three separate projects bolted together.
