Cash App Commerce
Merchant App Platform
Block is the parent company of Cash App and Square. The two organizations are very different - both in terms of the products we work on and the culture of each organization. As lead designer on the Cash App side, I collaborated with the Square team and worked with their lead designer to integrate consumer features in Square into Cash App as part of Cash App’s newly formed Commerce vertical. Although the Square point-of-sale is the first 3rd party integration, my work on this team is scaleable to other 3rd party integrations in the future, and is also being leveraged by Designers on other teams. Commerce’s first three features are shared below.
Success Metrics: Merchant Loyalty integration work led to a 10.9% increase in loyalty redemptions, and a 10-20% relative increase in redemption rates. The work on Loyalty Onboarding increased success of onboarding completion for new customers by 22%, 10% higher retention rate for SMS linked customers, and 16% increase in customers interacting with loyalty.
Merchant Loyalty
Merchant Loyalty is the Cash App’s first 3rd party Commerce integration. It pulls in loyalty programs offered by businesses. The first iteration of Merchant Loyalty used list items from Mooncake, Cash App’s Design System. When a customer opts into a merchant’s loyalty program at a Square point-of-sale, they’ll receive a link to download Cash App (if they don’t have the app). Otherwise, they’ll receive a push notification to track their points and rewards for that business. With the success of the first iteration of Merchant Loyalty, the Cash App team felt confident investing in refining the experience further. The second version of Merchant Loyalty included a redesign of the rewards, points, the rewards detail page, and better messaging around expiring points and rewards.
Loyalty Onboarding
Loyalty Onboarding is a feature I prioritized on the roadmap in partnership with Product after I conducted informal intercept research sessions and found that Cash App’s onboarding experience was confusing to new customers that are signing up because of the Merchant Loyalty program. I corroborated this by working with the team’s Data Scientist to see what the Loyalty enrollment at point-of-sale to Cash App funnel looked like. There was a significant drop-off at the steps that are irrelevant to Loyalty customers. An example of such a step is connecting a Bank Account when the customer downloaded Cash App to track loyalty points.
The work we did on Loyalty Onboarding had a compounding effect in helping other teams optimize their onboarding flows by creating the ability to have a custom experience based on the acquisition channel.
Cash App Pay & Loyalty
Cash App Pay is a new payment method that integrates with the Square point-of-sale where a customer will have the option to scan a QR code on the point-of-sale to pay with Cash App. I collaborated with the Square Team to integrate Loyalty into the Cash App Pay experience so that customers have the option to opt into Loyalty directly in Cash App once a transaction has completed. This aligned well with one of the goals on the Square team’s roadmap to speed up the in-store customer checkout experience. It aligned well with our goal of increasing Cash App utilization for the commerce use-case.
