A Strategic Redesign of the MyAccount Shopper Platform

Overview

MyAccount is the central hub for millions of global shoppers managing subscriptions and payments processed via 2Checkout. The platform suffered from significant "post-purchase friction": users struggled to log in, update payment methods, or manage renewals, leading to a surge in expensive customer support tickets and high subscription churn.

My Role: As Senior UX Designer, I took ownership of the redesign project and led the process of deep data discovery and stakeholder alignment to the delivery of a scalable, white-label design system.

A platform users didn’t know they had — and couldn’t access when they needed it.

Access Barriers: High failure rates in login and account recovery flows led to a surge in expensive support tickets.

Mobile Neglect: With <5% mobile return rates, the platform was essentially unusable for the modern shopper.

Retention Leak: Users unable to easily update credit cards often chose to cancel subscriptions rather than navigate the complex UI.

Design Strategy

Defining success — and which metrics needed to be solved. I shifted the project from a "visual refresh" to a strategic overhaul. Success was defined by how effectively we could transition shoppers from "Support-seekers" to "Self-servers."

Primary Objective: Reduce friction in the "Golden Path" (Login > Update Payment > Renewal).

KPIs: Decrease support ticket volume, increase mobile engagement, and improve dunning management success.

Discovery

The project was aimed at a visual refresh when I joined it. I slowed that momentum for a while, as it was clear that we needed to uncover the underlying issues and discovery came first. I led a data-driven discovery phase to uncover why users were abandoning the platform. We moved through quantitative data, qualitative interviews, user testing and internal testing to map the pain points.