Weedmaps · Marketplace · Consumer Growth · 2026
Designing the bottom of the funnel as a growth surface
How I reframed Cart and Checkout from a transactional handoff into a conversion experience — and used design to make the case for treating it as Consumer Growth's most critical surface.
01 — The problem
What we were actually solving
Weedmaps' Consumer Growth org owned the top and mid-funnel experience: discovery, search, and browsing. But the moment a user added something to their cart, design ownership got murky.
Background
The context behind the work
Weedmaps' Consumer Growth org owned the top and mid-funnel experience...
The framing I brought: Marketplace builds the rails. Design owns the rider experience.
02 — Constraints
The non-negotiables
- 01Two orgs with legitimate claims to the surface — Marketplace owned payments, inventory, and fulfillment; Consumer Growth owned the funnel experience.
- 02An active pod restructure that forced the design-ownership question before the team was ready to answer it.
03 — Approach
How I framed the work
Reframe the surface as a design ownership problem
Marketplace builds the rails. Design owns the rider experience.
04 — Tradeoffs
What we chose and what we gave up
05 — Cross-functional alignment
The harder half of the job
The hardest part was the boundary with Marketplace. I helped author a one-page ownership memo.
06 — Outcome
What shipped, what changed
Cart and Checkout moved into Consumer Growth with a defensible design mandate.
07 — Reflection
What I'd carry forward
"Strategic restraint as a design skill is the move that most often gets mistaken for inaction."
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