Re-imagined Checkout.com dashboard homepage
Led the end-to-end redesign of the Checkout.com merchant dashboard homepage to improve usability, relevance, and engagement, aligning product strategy with merchant goals.
This included user research, cross-functional collaboration, product vision alignment, design execution, stakeholder buy-in, and measurable improvements.
Resulted in
15%
increase in traffic to key dashboard areas (e.g. Disputes)
42%
reduction in support tickets related to data inconsistency
2mins
Reduced time to value, confirmed via session replays
The challenge
Despite a full redesign in 2022, engagement with the homepage quickly dropped:
Only 2% click-through rate on dashboard tiles.
45% of users bypassed the homepage via bookmarks.
Most merchants navigated away immediately on landing.
This signaled that the homepage wasn’t aligned with merchants’ actual needs or mental models.
Project goal
Reduce time to value for merchants landing on the dashboard
Improve visibility into underserved but critical product areas
Create a scalable, role-aware homepage experience adaptable to growth
Based on the initial discovery done, I didn’t know enough. I knew …
Click rates were low (2%).
There was high bounce-off to other bookmarked pages.
Minimal engagement with homepage content.
However, this wasn’t enough. In order to design a product for scale and served our merchants’ core JTBD, I had to do more digging.
What did I uncover?
58.7% of users went straight to Payments (monitoring, analytics).
37.2% focused on Reports, Balances, and Disputes.
Users found metrics irrelevant, lacked role-specific insights, and had no action prompts.
Once I had all the data I needed, I set up design jams across product pillars, with Product Managers, Engineers, Other Product designers to:
Align content and user journies from the homepage into other products.
JTBD and information hierarchy of the different products.
Align on Roadmap and product timelines.
Design and a scalable contribution model.
Scope widget opportunities.
How did I do it?
Worked with data analysts to extract usage patterns from Heap.
Conducted qualitative interviews with merchants.
Mapped top Jobs To Be Done per user role.
I finally had all the data I needed. Now what? Let’s get jamming!
Cross-team design jams
Action. Monitor. Upsell
During the design jam, in collaboration with Content design, I came up with three pillars to help categorise and prioritise the different homepage elements and sections.
Exploring for scalability
I initially explored a modular widget system for scalability and a personalized dashboard but due to engineering constraints and a tight deadline, all without compromising our design principles, I pivoted to:
Reuse existing patterns where possible.
Introduced new elements only when necessary.
Tested and shipped.
We conducted usability tests with merchants that helped us refine some of the design details, feedback was overall positive.
Impact
15% increase in traffic to high-impact areas like Disputes
42% drop in merchant tickets about data inconsistency
Improved task completion speed via session replay analysis
Stakeholder confidence and alignment for ongoing homepage evolution
Vision
This was just Phase 1. The long-term goal is a personalized, adaptive homepage using scalable widgets informed by user behavior — delivering real-time relevance for every merchant.
Thank you!
I’ve kept this case study high-level to focus on outcomes and decision-making. Happy to dive deeper into the research insights, tradeoffs, widget framework, or how I collaborated across teams during a call.