Cash App Pay + Loyalty
Cash App Pay + Loyalty brought Square’s in-store commerce capabilities into Cash App as part of the newly formed Commerce vertical. As lead designer on the Cash App side, I partnered closely with Square’s lead designer to translate point-of-sale payments and loyalty into a fast, consumer-first experience within Cash App.
Expand Cash App’s role in real-world commerce by enabling fast in-store payments and increasing repeat usage through integrated loyalty, without adding friction at checkout.
Goal
Design a QR-based in-store payment flow that felt immediate and intuitive for consumers while bridging two distinct product ecosystems and cultures. I embedded Loyalty directly into the post-transaction experience, allowing customers to opt in at the right moment without disrupting payment. The work established scalable interaction patterns for future third-party commerce integrations and was reused by other design teams.
The Approach
The integration materially improved loyalty engagement and retention. Merchant loyalty work drove a 10.9% increase in redemptions, with a 10–20% relative lift in redemption rates. Loyalty onboarding improvements increased completion by 22%, drove 10% higher retention for SMS-linked customers, and led to a 16% increase in customers interacting with loyalty.