Cash Back Redemption Flow Optimization

Optimized the Cash Back redemption flow to help users choose their payout method with confidence, reduce support friction, and improve repeat cash out behavior.

Project Overview

The existing Cash Back redemption flow created confusion around how users would receive their payout, especially when choosing between PayPal and Venmo. As the Product Designer, I helped redesign the flow to make payout options clearer, reduce support friction, and bring the experience in line with North Star design standards.

Core Team

  • Product Designer: Nick Hughes

  • Product Mgt.: Joe Smyth, Andrew McHale

  • Engineering Lead: Sameer Singh

Design Challenge

Create a redemption experience that helps users understand where their rewards are going, confidently choose between PayPal and Venmo, and complete their payout without needing Customer Care.

Hypothesis

  • If users can clearly select and confirm their payout method during cash out, they will be less likely to contact Customer Care.

  • Showing the account details tied to each payout option will reduce uncertainty before users complete redemption.

  • A smoother first redemption experience will build confidence and support stronger repeat cash out behavior.

Success Metrics

  • Reduce Customer Care inquiries related to redemption

  • Increase the % of users who cash out more than once

Discovery & Research

Customer Care data revealed a recurring point of friction during redemption. In September 2020, 176 customers contacted support with PayPal or Venmo questions, with typical monthly volume ranging from 100 to 150 inquiries.

This showed that users needed clearer guidance around where their rewards were going, which payout method was selected, and how to manage their account details before cashing out.

Strategy

  • Align the flow with North Star design standards

  • Require users to actively select a payout method before redemption

  • Clearly display the email or phone number tied to each payout account

  • Reduce ambiguity at the moment of cash out

Solution

  • Applied North Star patterns to create a cleaner, more consistent account experience

  • Separated PayPal and Venmo into clearer payout options so users could review and confirm their selection before cashing out

  • Introduced a modal format that focused users on one decision at a time and made account details easier to review

Results

  • Customer Care inquiries decreased by 31% within the first two months

  • Users cashing out their balance increased by 2.1%

These results showed that clearer payout selection reduced support friction while improving confidence at a key moment in the rewards journey.

What This Enabled

  • Reduced avoidable support inquiries around PayPal and Venmo payouts

  • Gave users a clearer way to confirm and manage their payout method

  • Brought a high friction account moment in line with North Star standards

  • Supported stronger long term engagement by improving the first redemption experience