The work, the stages, the community.

New Indian Subs on UPI

On Smallpdf (tens of millions of monthly users), UPI carried ~83% of new Indian subscriptions within three months, reopening a market card-only checkout had closed.

30-Day Retention

On Smallpdf's monetization platform (tens of millions of monthly users), an A/B-tested cancellation-flow redesign lifted 30-day retention of cancelling users by 63%.

Conversion Held Flat

Introduced US sales tax to Smallpdf's largest market with failure-tolerant previews; across tens of millions of monthly users, checkout conversion held at 1.4–1.6%.

Apple Pay Success Rate

On Smallpdf (tens of millions of monthly users), one-tap Apple Pay reached ~86% checkout success in Australia versus ~57–67% on cards.

Bundle Size

On Smallpdf's checkout (tens of millions of monthly users), conditional code-splitting cut bundle size 60% from ~966 KiB, loading only the payment SDK in use.

Experiments

Across Smallpdf's monetization surface (tens of millions of monthly users), 20+ experiments shipped across checkout, pricing, payments, and subscription lifecycle.

New Subscriptions

On Smallpdf (tens of millions of monthly users), new subscriptions grew ~14x after launching Alipay via Stripe in China; quickly the top method for new Chinese subscribers.

Rollout Time Reduced

On Smallpdf (tens of millions of monthly users), a declarative orchestration layer cut adding a payment method from days of work to ~10 lines of config, wired into analytics, types, and monitoring.