Tipping on Gumroad

A couple of summers ago, I was asked to design and implement a solution to adding tipping to the checkout flow in Gumroad. It was an experiment. Customers in the US are used to tipping but would it be a behaviour that would translate to an online purchase? Would non-US customers understand the concept? And importantly, how much should the UI and flow differ from the experience you are used to in a cafe?

I prototyped a bunch of different approaches for the team to review. Percentages, absolute dollars, round up, games, and eventually we shipped what you see in the video below.

Tipping is still live on Gumroad today.