Many find cashback attractive but few use it.
SoFi Cashback lets cardholders earn cash rewards when shopping at local restaurants, but usage was low. My task was to investigate why and design a solution to increase usage.
Over four weeks, I conducted five user interviews with SoFi members, 12 stakeholder interviews, and 12 competitor case studies, and analyzed data in Amplitude.
I didn’t even know SoFi has cash back.
I don’t know how to use it.
I don’t see any relevant offers.
How might we
make cashback offers easier to understand & quick to find
Show me what I care
80% of SoFi debit card users said they had never heard of the cashback feature and couldn't find it quickly when asked. Showing users a preview—especially the cashback rate—helps them understand its value and anticipate how they might use it before clicking.
Tell me when I need it
When user reaches the brand detail page, they look for more in-depth information about the merchant and the cashback restrictions. Redesign filters and highlighted the most relevant information and reduces visual noises.
Users are confused by complicated rules and unclear terminology
Confusing jargon: Claim vs. Active
The current terminology is confusing and doesn’t clearly indicate active status.
New rules increase complexity
Midway through the project, new rules were added, making it more complex and harder to learn.
Structure card anatomy based on users' prioritization
Research shows user care about cashback percentage the more than restaurant name.
Redesigned offer card anatomy
Offer card in the list
36% increase on discoverability
As confirmed by usability testing with real SoFi users and recorded sessions on User Zoom. Save smalls = Save more.
Reflections
Stakeholder Collaboration
I closely collaborated with cross-functional stakeholders from the early concept visions to the final presentations. Fostering a supportive stakeholder network is essential to the success.
Quantitative vs Qualitative
I learned to balance quantitative and qualitative research results to inform design decisions and design products that meet user needs, business goals, and technical constraints.
