Square Loyalty is a Software as a Service (SaaS) product designed to turn walk-ins into regulars by offering customer incentives. I led the design and innovation of the Square Loyalty product, which integrates seamlessly with Square seller's business operations to promote repeat sales and enhance customer engagement. My role was multifaceted, encompassing everything from shaping the product's annual strategy and quarterly roadmaps to spearheading innovative 0-1 projects, cultivating user-centric design approaches, nurturing talent among junior designers, and ensuring a cohesive design narrative across the company.
The design approach began with an in-depth analysis of seller and buyer needs, striving for seamless integration within the Square ecosystem. This was followed by iterative prototyping, user testing, and comprehensive collaboration with engineering, data science, product marketing, and product management teams. The primary goal was to develop intuitive and accessible features that sellers could implement with ease and buyers could engage with enjoyably. Key initiatives included integrating the Loyalty Seller's Program into the Cash App's Merchant Profile, introducing Digital Square Loyalty passes in Apple Wallet, leveraging Generative-AI for customized promotions, and creating customizable VIP tiers for sellers to reward loyal customers. Each feature was meticulously designed to improve usability, engage users, and deliver substantial benefits to both sellers and buyers.
The design and product innovations of the Square Loyalty program have led to measurable and significant impacts. Post-implementation, there has been a 53% increase in spending and a 40% increase in visit frequency among customers enrolled in the program compared to those who are not. These statistics reflect the powerful influence of user-centric design and innovative features on driving customer loyalty and business growth. The success of these initiatives demonstrates the value of integrating thoughtful design and technological innovation into product strategy to achieve business objectives and enhance customer value.
