YEAR:
2022
ROLE:
SENIOR PRODUCT DESIGNER
COMPANY:
CASH APP
EXPERIENCE:
MOBILE, 0-to-1
Unifying Identity at Scale
Unifying Identity at Scale
about.
Cash App had six siloed identity verification flows — one per product vertical, each with its own content and no shared compliance standard — creating both a fragmented customer experience and growing regulatory risk if teams continued building independently. As the sole designer, I built Identity Hub from the ground up: a unified, modular verification framework that replaced all six and became the foundation every product team now builds on.
Cash App had six siloed identity verification flows — one per product vertical, each with its own content and no shared compliance standard — creating both a fragmented customer experience and growing regulatory risk if teams continued building independently. As the sole designer, I built Identity Hub from the ground up: a unified, modular verification framework that replaced all six and became the foundation every product team now builds on.
60%
60%
overall verification increase
254%
254%
more document verifications
31%
31%
more electronic verifications
60%
overall verification increase
254%
more document verifications
31%
more electronic verifications
challenge.
Identity verification is rarely something customers want to do — and Cash App's fragmented approach didn't help. Verification is required to access key product verticals like Cash App Card, Investing, Lending, and more, but customers were hit at inopportune moments with no context for why their information was needed. When they weren't prepared, they dropped off and didn't come back — and with no predictable place to return to and no unified system that remembered what they'd already completed, most never did.
Internally, each vertical had built its own one-off flow with its own content and no shared compliance standard — meaning every regulatory change required every team to solve the same problem independently.
Identity verification is rarely something customers want to do — and Cash App's fragmented approach didn't help. Verification is required to access key product verticals like Cash App Card, Investing, Lending, and more, but customers were hit at inopportune moments with no context for why their information was needed. When they weren't prepared, they dropped off and didn't come back — and with no predictable place to return to and no unified system that remembered what they'd already completed, most never did.
Internally, each vertical had built its own one-off flow with its own content and no shared compliance standard — meaning every regulatory change required every team to solve the same problem independently.
Before
Before
solution & impact.
This wasn't a motivation problem — it was a friction problem. I mapped regulatory and engineering constraints across every vertical and architected a single, modular framework with an evergreen entry point — one predictable place customers could return to on their own terms, that remembered what they'd already completed and surfaced only what was still needed. Flexible enough to serve every vertical, seamless enough that customers never felt the complexity underneath.
The result: dramatic lift in verifications and direct revenue impact, and a shorter path from product discovery to first use. Identity Hub became the org-wide standard — every product team now builds on it.
This wasn't a motivation problem — it was a friction problem. I mapped regulatory and engineering constraints across every vertical and architected a single, modular framework with an evergreen entry point — one predictable place customers could return to on their own terms, that remembered what they'd already completed and surfaced only what was still needed. Flexible enough to serve every vertical, seamless enough that customers never felt the complexity underneath.
The result: dramatic lift in verifications and direct revenue impact, and a shorter path from product discovery to first use. Identity Hub became the org-wide standard — every product team now builds on it.
