A Zero-Fee Cashback Debit Card for Everyone
May 2020 - Sep 2020
Product Design Intern in a team of three (1 design lead and 2 design interns)
Figma, Jira, Zeplin, Webflow, Asana, Mail Chimp, Sendgrid
Cheese is a challenger bank that issues zero-fee debit cards with cash back benefits like a credit card.
Who we are designing for
The Cheese Debit Card is mainly targeted towards new immigrants, international students and young professionals in the US with a Social Security Number.
Working as a product designer at Cheese...
Periodical company north star: 3,000 active cards in the US by 2020
In-depth semi-structured user interviews regarding consuming and banking behaviors, user pain points verifications
Cheese user journey map
Design notification strategy and contents
Usability testing and design iteration of “cashback” display and “cheese streak” feature
Assisted design lead finalizing UX UI design and quality assurance with dev team throughout 7 design sprints
Polish bilingual UX writing
“Fortune Cheese” feature ideation and design
Product feature design and finalization in coordination with business development team
Redesign product launching website
User Journey Map
Starting from the first touch point, I mapped the journey of a user with Cheese. From signing up, to making the first deposit, to making the first purchase, to referring a friend.
The goal is not only to map the user experience from timeline, key actions, touch points, user emotion, expectations, but also to identify the challenges (bad experiences, blockers, delay, etc) and create a cohesive strategy that keeps the users engaged. The opportunities include three aspects: rewards, notifications, and product features.
Together with another product design intern, we analyzed 29 direct and indirect competitors including challenger banks, traditional banks, financial management services and cash back platforms. While none of the competitors provide bilingual service that targets new immigrants in the US market like Cheese does, we analyzed the features of the competitors that provide inspiration to the design of Cheese, such as cashback programs, financial perks, UX writing, onboarding experiences, and marketing strategies.
User-Centric Notification System Design
A good notification strategy should be helpful, relevant, personal and time-sensitive.
As part of Cheese’s product design, I designed the notification strategy centered around the main feature of Cheese - cash back. The strategy aims to retain the user engagement at the minimal disruption.
Grouping is important: users have limited attention, and they are often overwhelmed by push notifications from many other services. I chose to bundle several messages into one notification. For example, grouping the transaction receipt and the cash back streak progress update so that users are notified when they check the transaction receipt as an already established routined behavior.
Not everything is equally important. I broke down the messages into the four main channels to send messages for retained user engagement - push notification, inbox notification, email, and text. While some have more urgent nature that are suitable for important messages, (for example, account security), others are good for less time-sensitive contents such as new updates and blog articles.
Each notification is designed to be triggered by an event or user-action, such as new cash back deals, account statement, referral success, or card usage.
Time For a Design Sprint
Design Spring Kickoff
The design sprint kicked off with an all-hands meeting involving members from different teams of the company. Coworkers from business growth, tech development, operation as well as design all participated in the meeting. The purpose of this meeting was to reach an agreement regarding the north star and the objectives of the cash back program design sprint.
Design Iteration 1
I collected and summarized a few ideas that were brought up and voted on for multiple times by different teams during the all-hands meeting.
Design Iteration 2
After communicating within the team, we agreed upon a few changes that are reflected below.
Usability Testing - Design Iteration 3
We conducted 5 usability testings within our target user group to test the users’ reaction to the perks and rewards, as well as the information display. I summarized a few key findings from the usability testings, which leads to the third iteration of design.
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