A shared digital checkout experience that lets customers use their saved payment cards across participating merchants, making online checkout faster, more consistent, and easier to recognize.

My role: Lead Product Designer - Visa
Partners: Content design · Research vendors · Product · Engineering · Architecture · EMVCo · Payment Networks
Scope: Vision → Strategy → UX framework → orchestration → industry standard

Every network wanted its own button

Consumers just wanted to checkout

What users faced:

• Competing payment buttons

• Different accounts and logins

• Re-entering card details

• Inconsistent checkout patterns

• Uncertainty about what to choose

How might we build one checkout without erasing what made each network distinct?

The ecosystem problem

Every network ran its own checkout. Merchants carried the integrations. Customers carried the confusion.

The shift:

from a branded button to one checkout every network could share.

Five phases, one connected process

Research shaped the framework; the framework exposed technical needs, and those constraints fed back into testing.

01 DISCOVERY


Did users actually want one checkout?

I built a four-step research approach to test brand directions and find out what people actually needed at checkout.

Key findings

It read as convenient
People saw a faster way to check out, not another card-network product.

Trust came from the merchant and the network
Not from the checkout button itself.

Account creation killed momentum
New account prompts were the biggest source of friction.

Returning users expected their cards to be waiting
Anything less felt not optimal.

Mapping the Emotional Journey Through Checkout

02 FRAMEWORK


Turning the research into a shared checkout model

I used the research to define the core states every checkout had to support, no matter which network was behind it.

Returning user

03 UI + ORCHESTRATION

Designing the experience and the system together

I worked with architecture and engineering to connect every UI state to the APIs, network logic, and platform capabilities behind it, so the experience would hold up in a real integration.

User interface orchestration for adding a new card

04 VALIDATION

Putting it in front of consumers

With a clickable prototype, I worked with the EMVCo UI Task Force to validate the experience across different regions.

EMVco

Is a global technical body where the major payment networks work together to define shared standards for how physical & digital payments should work.

Phase 5 – SHARED XP + IMPLEMENTATION

A name and mark people could recognize and trust

Trustworthy without belonging to any one network. I explored names, icons, CTAs, and button treatments, then used research to narrow the direction.

User Interface guidelines and implementation V1.0

I collaborated to deliver the first UX guidelines and implementation guidance, so networks and partners could launch consistently.

Global component library

Artifacts delivered

From vision to merchant checkout pages

My impact

01 One pattern, not competing buttons
Consumers recognize one flow.

02 Easier for merchants
One build, multiple networks.

03 Unified UX and tech
Designed together, so it works in real integrations.

04 Proven globally
Tested across 9 markets.

05 Industry standard
Handed to EMVCo for collective ownership.