Super.com is an all-in-one app that puts more money in your pocket. Save on hotels, get cash advances, cash back, boost your credit score, earn money playing games, and more.
Role: Product Designer
Team: Staff Product Design Partner & Product Manager
1: Updating the Cash Advance Landing Screen
Problem:
Super.com offers a Super+ membership that comes with various benefits, including access to cash advances. Upon enrollment, users receive a secured Super.com Card. Cash advances are directly deposited into this card, and users can also add funds manually. However, the support team has noted a significant number of support tickets indicating confusion about the cash advance feature and its functionality with the Super.com Card. Causing high cancellations and unhappy customers.
Solution:
To enhance the overall user experience, my product manager and I advocated for more transparency regarding our membership terms at the initial point of contact. We analyzed user acquisition data and found that most users were coming from meta ads. To ensure a consistent brand experience, we decided to launch a new landing page that closely mirrored the style of the ad and was aligned with our product design system.
Our Data
Data showed that 34.6% of card-related customer care tickets were from users trying to withdraw funds. This indicated a significant gap in user understanding and expectations, particularly regarding how the cash advance feature operated.
STEP 1
Aligning Brand & Product
We noticed a branding inconsistency on the cash advance landing page, specfically for users coming from Meta Ads. To address this, I prioritized aligning the landing page with our brand and product. I focused on redesigning the above-the-fold section to ensure that it reflects our brand identity and creates a cohesive user experience.
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Previous Landing Screen
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Redesign Landing Screen
STEP 2
Adding Transparency
The previous landing page didn’t make it clear that users needed to use their Super.com Card to spend their cash advance. Most of the information about the card was buried in small text at the bottom, which led to confusion and a lot of complaints from users trying to withdraw or transfer funds to their bank accounts. To fix this, I revamped the page to highlight key details and benefits of the Super.com Card right at the top, so users understand the process upfront.
Previous Screen
Redesign
STEP 3
Social proof to build trust
We noticed that the previous landing page lacked social proof, and our team hypothesized that by incorporating where we’ve been featured and highlighting the number of cash advances we've provided, we could enhance user trust and boost the product's credibility. This also aligns with our overall brand strategy, as social proof is a key element showcased throughout our website and on the Google Play Store.
Final Experience
Results
We observed an 11.4% relative increase in click-through rates, indicating enhanced user interest and interaction with the landing page.
We saw a 6-12% lift in manual card funding
We ran a Dark mode test right after, and it resulted in a 9-10% decrease in Super+ cancellations
There was a 9.5% relative increase in Super+ conversions
2: Updating Super+ Ad on Homepage
Problem:
Super.com offers a Super+ membership that comes with various benefits, including access to cash advances, travel discounts, credit building, earning opportunities and. more. the Super+ Hero ad on the homepage only highlights 10% off travel as it’s #1 benefit, while calling out other benefits. Though - given over 50% of users who are downloading the app is coming for cash advances, 25% of users coming in for earning opportunities and only 10% of users coming in to save for travel; our current hero ad does not match towards the benefits users expect coming in.
Solution:
In order to improve Super+ conversion and gather insights, I worked with the product manager and the brand designer to create a new component that involved Super+ ads targeting specific value props from the membership. The goal here was to elevate the value prop that is most popular in order to drive conversion. This was just one stepping stone toward making the homepage more customizable for the user. This gave us the foundation to prioritize the appropriate tiles and hero ad for users based on their stated intent.
Our Data
Through surveying our users, we found that over 50% of users download the app to get a cash advance, 25% are looking to earn. Only ~10% are looking for travel savings. Our Super+ Hero ad has a 1.46% view to click rate for unauth users. Auth users click at 1.95% rate. These are extremely low engagement rates, taking up precious real estate space on our homepage.
STEP 1
Addressing issues
Taking a look at the first ad, there were a couple of things missing. The ad didn’t live above the fold and was targeting more travel-intent users. When the user clicked on the ad, there seemed to be a disconnect as we introduced the concept of the wallet. The Super+ membership isn’t just a wallet, but a multitude of things that a user has access to. We decided to add more clarity and transparency to the Super+ membership while working on the new ad component.
Previous Super+ Ad
Previous Super+ Ad (Drawer when opened)
STEP 2
Iterating on components
While working with the Brand designer, we came up with multiple options that would both align with our product and brand. Although adding an image could be eye-catching to the user, we noticed it took too much space and majority of the essential information started to get lost. Dark mode although unique, did not align with our current modern and pink theme.
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Finalizing Ad component
Taking a look at our overall product, we noticed a consistent theme of rounded corners and fun imagery. We added a enough space for fun illustrations and kept it on brand by utilize our pink that represents our mascot.
STEP 3
Updating drawer
For this specific initiative, I got the opportunity to work with a content designer. We collaborated on copy and which value prop should be elevated on the drawer. Redesigning the Super+ drawer involved starting from scratch. As you can see, the drawer before did not include all of the value that Super+ provided. The goal here was to provide as much context as possible for the user so they can fully understand the Super+ membership. Although the drawer did become longer and more text-heavy, our users in the past have made it clear that they prefer more context and transparency.
Previous Super+ Ad (Drawer when opened)
Redesigned Super+ Ad (Drawer when opened)
Final Experience
Results
We hit our primary metric of increasing new subscriptions from the hero ads; with updates to the new Hero ads as the winning variant. Updating both the Ad and the Super+ information drawer drove more users to start their subscription funnel.
Illustration Library
Quick art break! :)
Due to my illustration experience, I got the opportunity to collaborate with the lead illustrator and contribute to the illustration library.
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More Super.com Case Studies coming soon!