App ·
FanDuel ·
2023
Payment Redesign
Reimagined payment flow for the Canadian market.
Company
FanDuel
Role
Product designer
Team
2 front-end engineers
Year
2023
Duration
5 months
Platform
iOS, Android
Context
I redesigned the deposit and withdrawal flows for a new Canadian market launch, increasing payment completion rates and cutting fraudulent chargebacks by more than 85%.
After launching in Toronto, we found that too many users were abandoning the payment process before completing a transaction. Low completion rates became a top priority because every drop-off meant lost revenue and a frustrating first experience in a new market.
The goal was to increase completion rates, which would mean more successful transactions and more revenue for the business.
My role
I led the design of the redesigned payment experience for the Canadian market. I worked with product and engineering to diagnose drop-off, adapt learnings from the US team to a market with different payment behavior, and iterate through A/B testing to launch.
Approach
I approached the problem by focusing on three priorities:
1. Identify key points of payment drop-off
I analyzed where users were dropping off and why, identifying four factors that could influence completion: trust in the security of the payment flow, page load times, clarity around available payment options, and the need to re-enter previously provided card information.
2. Prioritize payment methods for the Canadian market
Market context shaped the direction from the start. With Interac holding roughly 60% of the Canadian payments market, integrating it was a priority rather than an afterthought.
3. Adapt existing insights to local payment behaviors
I drew on insights from the US team while accounting for differences in Canada’s credit versus debit dynamics. Rather than copying the US experience, I adapted what had worked there, leading to the decision to separate the flow into two experiences: deposits (adding funds) and withdrawals.
Solution
I split the original payment flow into two purpose-built experiences, each tailored to what users are trying to do.
Deposits: A flow for adding funds that lets users choose their preferred payment method easily, with Interac integrated alongside credit and debit options.
Withdrawals: A separate flow designed around the needs of cashing out, so it no longer competes for space and attention with deposit decisions.
After several rounds of iteration, A/B testing, and close collaboration with engineers, we launched the redesigned flows. One late addition made a large difference: a postal code field to strengthen verification on card payments.
Result
The results were immediate:
Completion rate: increased from 69% in March to 76% in May
Credit/debit transactions: up 1.4%
Chargebacks: dropped from $700K in June to $87K after adding the postal code field, significantly reducing fraudulent transactions
The redesign improved both business outcomes and the customer journey. Users could pay more easily, and the business lost far less to fraud.
What I learned
A small change can have an outsized impact. The postal code field was one of the smallest additions to the flow, yet it drove the largest financial result.
It also taught me that a successful design in one market doesn’t automatically translate to another. The US learnings gave us a strong starting point, but local payment behavior, like Interac’s dominance and the credit versus debit split, shaped the final solution.
Finally, I saw the value of tying design decisions directly to measurable outcomes. Defining success up front around completion rate and revenue kept the team aligned through each round of testing.