Bitcoin Basics
Team
Cash App
Role
Product Designer
Bitcoin Basics
Team
Cash App
Role
Product Designer
Project Overview
Bitcoin was one of Cash App’s largest and fastest-growing revenue drivers. Although millions of customers visited the bitcoin tab each day, only 2% made a first purchase. Most users lacked a clear understanding of how bitcoin worked, so their curiosity never translated into action. I led the redesign of the new customer experience, emphasizing clarity and education over pressure to buy. Collaborating closely with content design, research, and product, we defined a Cash App-style learning platform to teach new users the basics of bitcoin.
2M
New bitcoin users
2
5%
Conversion lift
$1
$1.75
Avg. first purchase
Project Overview
Bitcoin was one of Cash App’s largest and fastest-growing revenue drivers. Although millions of customers visited the bitcoin tab each day, only 2% made a first purchase. Most users lacked a clear understanding of how bitcoin worked, so their curiosity never translated into action. I led the redesign of the new customer experience, emphasizing clarity and education over pressure to buy. Collaborating closely with content design, research, and product, we defined a Cash App-style learning platform to teach new users the basics of bitcoin.
2M
New bitcoin users
2
5%
Conversion lift
$1
$1.75
Avg. first purchase
Project Overview
Bitcoin was one of Cash App’s largest and fastest-growing revenue drivers. Although millions of customers visited the bitcoin tab each day, only 2% made a first purchase. Most users lacked a clear understanding of how bitcoin worked, so their curiosity never translated into action. I led the redesign of the new customer experience, emphasizing clarity and education over pressure to buy. Collaborating closely with content design, research, and product, we defined a Cash App-style learning platform to teach new users the basics of bitcoin.
2M
New bitcoin users
2
5%
Conversion lift
$1
$1.75
Avg. first purchase
First-time bitcoin purchase experience with bitcoin basics.
First-time bitcoin purchase experience with bitcoin basics.
First-time bitcoin purchase experience with bitcoin basics.
This compares the old buying-focused flow with the new education-first design, which got customers genuinely excited to explore and learn.
This compares the old buying-focused flow with the new education-first design, which got customers genuinely excited to explore and learn.
This compares the old buying-focused flow with the new education-first design, which got customers genuinely excited to explore and learn.
I explored many different types of content (articles, card stacks, audio, video, stories, interactive quizzes) to test which learning style worked best for Cash App users. Stories were the clear winner, with bite-sized information, at a pace that made it easy to learn.
I explored many different types of content (articles, card stacks, audio, video, stories, interactive quizzes) to test which learning style worked best for Cash App users. Stories were the clear winner, with bite-sized information, at a pace that made it easy to learn.
I explored many different types of content (articles, card stacks, audio, video, stories, interactive quizzes) to test which learning style worked best for Cash App users. Stories were the clear winner, with bite-sized information, at a pace that made it easy to learn.
Users always have the option to either buy bitcoin or continue learning when they finish a lesson.
Users always have the option to either buy bitcoin or continue learning when they finish a lesson.
Users always have the option to either buy bitcoin or continue learning when they finish a lesson.
After exploring different options for content management systems, I decided to go with Newsroom. The WYSIWYG editor and templating ensured I could hand off content creation to other teams without a steep learning curve.
After exploring different options for content management systems, I decided to go with Newsroom. The WYSIWYG editor and templating ensured I could hand off content creation to other teams without a steep learning curve.
After exploring different options for content management systems, I decided to go with Newsroom. The WYSIWYG editor and templating ensured I could hand off content creation to other teams without a steep learning curve.
The education framework was designed to be scalable to the rest of Cash App and serve any vertical that might need longer form education.
The education framework was designed to be scalable to the rest of Cash App and serve any vertical that might need longer form education.
The education framework was designed to be scalable to the rest of Cash App and serve any vertical that might need longer form education.