Cash App
Expanding Cash App’s Reach & Innovating Payment Features
After the successful launch of Cash App UK, our team focused on expanding into Australia and South America while introducing new payment and shopping experiences. I played a key role in designing global-first payment flows and enhancing international user experiences.
📌 My Role:
• Developed Multi-Currency Payment Flows, supporting cross-border transactions.
• Explored Shopping Experiences, identifying opportunities for in-app commerce.
• Led Localization & UX Strategy, ensuring intuitive, region-specific experiences.
• Optimized design-engineering workflows, improving efficiency and execution speed.
📌 Key Impact:
• 🌍 Expanded Cash App’s global reach, adapting UX for new markets.
• 💱 Developed multi-currency support, enabling seamless global payments.
• 🏪 Explored shopping within Cash App, laying the foundation for future commerce.
• 🎨 Refined localization strategy, improving adoption and ease of use.
• 🛠 Strengthened cross-functional collaboration, accelerating delivery.
🚀 My work helped drive Cash App’s global expansion while enhancing the way users transact and interact within the platform.
Role: Principal Product Designer
Project: iOS & Android App Design
Year: 2021 – 2022
Understanding the Challenge
As Cash App expanded globally, we needed to:
✔ Streamline cross-border payments for seamless international transactions.
✔ Design localized experiences for users in the US, UK, Australia, and South America.
✔ Ensure compliance with financial regulations while keeping the UX simple and intuitive.
A key challenge was balancing multiple currencies, financial policies, and user expectations—ensuring a frictionless, consistent experience across different regions.
Designing International Payment Flows
To enable seamless global transactions, I helped design and refine:
💳 Faster & More Intuitive Payment Options
•Designed QR code payments, making in-person transactions instant and hassle-free.
•Developed multi-currency flows, allowing users to send, receive, and convert money across different regions.
🔄 Seamless Currency & Fee Transparency
•Improved currency conversion displays, ensuring users understood real-time exchange rates and fees.
•Designed clearer transaction summaries, reducing drop-offs at payment confirmation screens.
🚀 Impact:
✅ A smoother, more transparent international payment experience.
✅ Increased user confidence in global transactions, improving retention and engagement.
Expanding Localization: Learnings from Cash App UK & Australia
Following the successful launch of Cash App UK, we leveraged key learnings to expand into Australia and South America:
• Adapted legal disclosures, currency formats, and financial regulations for each region.
• Localized messaging and UI elements, ensuring cultural and language familiarity.
• Conducted market-specific usability tests, identifying unique regional pain points.
🚀 Impact:
✅ Higher adoption rates in international markets due to localized UX.
✅ Improved accessibility, ensuring global users could onboard and transact seamlessly.
Streamlining Collaboration Between Design & Engineering
To accelerate development and ensure design consistency across all platforms, I worked closely with engineers to:
⚡ Reduce Iteration Cycles
• Introduced more efficient design handoff processes, reducing friction between design and engineering.
• Created component-based design systems, allowing for faster iterations and updates.
🎯 Optimized Internal Workflows
• Developed detailed design documentation, reducing back-and-forth between teams.
• Ran weekly design-engineering syncs, ensuring alignment and rapid iteration.
🚀 Impact:
✅ Faster execution, smoother collaboration, and a scalable design foundation for future iterations.
What This Project Achieved
📊 Business Impact:
✔ Enabled Cash App’s global expansion, ensuring payment flows were market-ready.
✔ Improved cross-border transaction UX, reducing friction for international users.
✔ Designed new features that laid the groundwork for future commerce integrations.
🎯 Customer Experience Improvements:
✔ Faster, more intuitive payment flows, reducing friction in cross-border transactions.
✔ Higher adoption rates in international markets due to localized experiences.
✔ Improved transparency in fees & currency conversion, building user trust.
Reflections & Learnings
Leading this project reinforced the importance of:
✨ Designing for scale – Creating a globally adaptable UX required flexibility and modularity.
✨ Balancing compliance & usability – Financial regulations varied, but the experience needed to remain intuitive.
✨ Exploring beyond payments – Shopping research highlighted new opportunities for product growth.
🚀 By designing seamless payment experiences and exploring new possibilities, my work helped Cash App expand its reach and enhance financial accessibility for millions of users.