Affirm

Expanding engagement beyond checkout

Affirm's engagement peaked at checkout. To build long-term relevance, the team explored a cash back rewards program.

The early proposal was a standalone rewards destination. I pushed back. The rewards space was crowded, and another platform gave users little reason to choose Affirm. Working with product, we landed on automatically depositing cash back earnings into Affirm's existing savings account, turning a product Affirm already had into a differentiator competitors couldn't easily replicate.

The design work embedded rewards into core financial surfaces—dashboards, balances, and merchant discovery—with promotional states to convert users who hadn't yet opened a savings account. Beta results showed strong opt-in and a meaningful lift in repeat transactions among enrolled users.

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