TFS Checkout 2.0 is a redesign of the partner-facing checkout solution, built to optimize the final stage of the purchase journey. Starting from scratch, this 0-1 initiative delivers a configurable, high-converting checkout experience that empowers partners to differentiate their UI and run A/B tests without complex development. The redesign set a new standard for partner autonomy, UX optimization, and business growth within the TFS ecosystem, ensuring a modern, scalable, and high-performing solution.
Role:
Product Design Lead
Platform:
Responsive Web
Duration:
Q3 2022
Problem
The existing TFS checkout was rigid, difficult to customize, and lacked the ability to support A/B testing or partner-specific differentiation. Partners wanted more control over the user experience while maintaining the high-converting elements proven on Vivid Seats. Internally, slow development cycles and outdated code made it difficult to roll out improvements quickly.
Goals
Build a modular, configurable, and high-performing checkout experience that allows partners to differentiate their UI, optimize conversions, and run experiments—while maintaining security, stability, and scalability.
Process
I collaborated with product, engineering, and key partners to define core requirements and constraints. We leveraged insights from high-GOV partners, mapped out key UX friction points, and designed a scalable checkout system with reusable components. The rollout strategy ensured minimal disruption to high-performing partners while enabling future optimizations.
Solution
A fully configurable, single-page checkout experience that empowers partners to differentiate their UI while maintaining high conversion rates.
The redesigned system introduces modular UI components, flexible flows, and built-in A/B testing capabilities, allowing partners to customize checkout steps, integrate branding, and experiment with UX optimizations—all without complex development work. Designed for scalability and speed, Checkout 2.0 ensures a seamless, high-performing experience while maintaining security and conversion best practices.
Impact
Checkout 2.0 created a scalable, future-proof system that balances partner flexibility with business growth. By reducing friction for both users and partners, the new checkout improved conversion rates, GOV, and time-to-market for new features—solidifying TFS’ position as a valuable distribution partner.
