Case Study
Introducing Apple Pay and regional payment optimization to reduce mobile friction
Product Context
Optimizing a Critical Conversion Step
As part of the Growth team, I led a focused initiative to modernize checkout by introducing Apple Pay and aligning payment hierarchy with regional norms. Working alongside one engineer, I defined feasibility, mapped cross-platform logic, and delivered a mobile-first solution aimed at reducing friction at a key conversion moment.
Platforms
Mobile Web (Primary) · Desktop Web (Secondary)
Team
1 Designer + 1 Engineer
Duration
~1 Month
Challenge
Reducing Mobile Friction While Respecting Regional Behavior
Mobile users — particularly on iPhone — were abandoning checkout at higher rates than desktop users. At the same time, markets like the Netherlands heavily favored iDeal, yet credit cards were prioritized.
The solution needed to reduce friction, introduce Apple Pay where supported, and adapt payment hierarchy without increasing complexity.
System Logic
Designing Within Browser and Payment Constraints
Apple Pay support varies by device and browser, and Stripe imposes structural limitations.
I defined clear logic around Safari-only support, device detection, regional prioritization, and fallback handling to ensure predictable behavior across contexts.
Solution
Mobile-First Express Checkout with Regional Payment Logic
Apple Pay was introduced as a top-level express option for eligible iPhone users, allowing them to bypass form entry while maintaining familiar checkout patterns.
On desktop, Apple Pay was integrated more conservatively due to browser variability. In markets like the Netherlands, iDeal was surfaced as the primary method, aligning the hierarchy with local expectations.
Collaboration
Integration Delivered and Positioned for Conversion Gains
The final solution unified mobile express checkout, desktop integration, and regional hierarchy adjustments into a coherent system ready for rollout.
The work concluded shortly before acquisition but positioned checkout for improved mobile conversion and market-aligned payment behavior.
Outcome
Integration Delivered and Ready for Rollout
I delivered a complete Apple Pay integration across mobile and desktop, including regional hierarchy updates and fallback logic.
The work concluded shortly before the company’s acquisition, but positioned checkout for improved mobile conversion and market-aligned payment behavior.