The Cash App ReDesign
What is
The Cash App?
Cash App is a mobile app-focused money transfer service. You can send and receive funds directly and quickly, like you could with PayPal or Venmo. But Cash App features a few other functions as well.
Aside from transferring money, Cash App will provide you with a bank account and a debit card, which you can use at any ATM. You can even invest in stocks and Bitcoin through the app.
The Problem:
Through user research, I discovered that the majority of Cash App Users are not fully aware of all of the application’s tools and capabilities.
The Solution
I simplified the User Flow of the application and enabled users to take advantage of the Incentives by showcasing them on the homepage. This enabled users usage of Bitcoin Trading and other services that earn The Cash App their fees.
I created an Incentives Button and featured it on the Bitcoin screen as well.
How I did It
Featured on Bitcoin
I added an Incentives button to the Bitcoin Trading application which allows users to build their cryptocurrency portfolio. By selecting the earn Bitcoin add on: Users earn a percentage of Bitcoin off the total of each transaction using the Cash Card. Each transaction with this Incentive add on increases their digital wallet total.
Featured
Incentives
The Cash App has Incentives Boosts. Boosts let you save money instantly when you use your Cash Card at coffee shops, restaurants, and other merchants. It’s important for users to engage with this feature to fully utilize The Cash App to its fullest capabilities.
User Persona
In order to better reflect the actual user experience and incorporate it into my design, I put together a User Persona that contains the collective characteristics of the Cash App user base, including users’ goals and objectives. I created the persona from the interview responses I received earlier in the process. I consistently referred to this persona during the design process to ensure a user centered approach.