Universal Checkout: Consolidating LegalZoom’s eCommerce Experience
2024-2025
Context
LegalZoom’s ecosystem had evolved to support seven separate checkout experiences, each tied to acquired startups or new product launches. This fragmentation was costly to maintain, created tech debt, and enabled inconsistent customer experiences. I led the end-to-end UX for a strategic initiative to consolidate checkout into a single, configurable system, collaborating closely with Product and Engineering to modernize eCommerce infrastructure and unlock scalable growth across all product offerings.
Problem
Multiple checkouts led to inefficiencies, errors, and maintenance overhead.
Customers faced inconsistent purchase flows and poor mobile usability.
Existing UX lacked transparency around billed today vs billed later, subscription management, and upsell clarity.
Internal teams lacked a universal source of truth for checkout design and product configuration.
Process
Audit & Strategy: Reviewed all seven legacy checkouts, documenting payment types, fees, and upsell opportunities, and collaborated with Product and Engineering on a unified approach.
Prototyping & Testing: Explored mobile-first 1-step and 2-step checkout flows, visualized line items and $ totals, and conducted A/B tests and usability testing with users to validate design direction.
Iteration & Rollout: Launched an MVP with a single complex product, iterated based on performance and user confidence, and educated the internal design team on the strategic initiative and its impact on our internal workflows.
Solution
Universal Checkout was a single, mobile-optimized checkout flow that consolidated all products into one configurable experience. It emphasized transparent pricing, clearly separating billed-today versus billed-later to help customers see accurate totals and build purchase confidence. The design supported end-to-end commerce UX, including subscriptions, one-time transactions, upsells, and self-service payment management.
Impact
A streamlined checkout reduced maintenance overhead and minimized errors across the business.
Improved customer confidence and usability with transparent totals, mobile-first optimization, and consistent flow.
Established LegalZoom’s foundation for scalable commerce, enabling faster product launches and upsell opportunities.
Fostered internal alignment and buy-in by demystifying eCommerce UX for the design team and other stakeholders.
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