A requirement arrived with a simple solution: add stricter address validation so customers cannot proceed with invalid addresses.
But this address form lived inside critical payment and ordering flows, where adding friction could harm payment completion, purchases, and customer experience.
In this talk, I’ll walk through a production case study of how we reframed the problem from “prevent invalid addresses” to “collect more valid addresses,” explored address autocomplete as a lower-friction solution, defined success and guardrail metrics, and chose a release strategy that helped us learn without putting the funnel at unnecessary risk.
Attendees will leave with three practical questions they can apply to their own frontend work: what are we really building, what impact are we looking for, and how should we release it?
