Unified Dynamic Checkout reimagines how BNPL works at the moment of purchase.
Afterpay Plus Card unlocks a new way to pay — extending beyond the network to enable flexible, everyday spending anywhere.
Company
Cash App
Timeline
2025
—
2025
Role
Product Design lead
Project overview
Afterpay’s core model relied on a closed merchant network. While successful, it limited growth, frequency, and long-term revenue potential.
As Staff Product Designer, I led the end-to-end design of Afterpay Plus Card — a subscription-based product that enables customers to use Afterpay anywhere cards are accepted. I drove the product from 0 → 1 concept to global rollout, partnering across Product, Engineering, Risk, Legal, Finance, and Marketing, while owning the full experience from onboarding through to ongoing engagement. This unlocked a new high-margin growth channel and fundamentally shifted the business model.
Challenge & Opportunity
Afterpay was hitting natural ceilings:
Growth constrained by merchant network size
Low purchase frequency outside key retail categories
Increasing competition from flexible payment providers
We asked:
How might we extend Afterpay beyond its closed ecosystem — without breaking trust, simplicity, or unit economics?
Approach
1. Reframe the model
Shifted Afterpay from a closed retail network to an everyday payment experience, redefining trust, clarity, and control outside known merchants.
2. Design for ambiguity
Created systems that reduce uncertainty in open-loop payments — setting expectations upfront and reinforcing clarity at key moments (approval, spend, repayment).
3. Simplify complexity
Abstracted subscription, eligibility, and repayment logic into clear, intuitive mental models delivered progressively, not all at once.
4. Prototype to align
Used high-fidelity prototypes to simulate real-world scenarios, accelerating decisions and aligning cross-functional stakeholders in a risk-heavy environment.
Outcomes
Business Outcomes
Scaled to 600,000+ subscribers globally
Created a new high-margin revenue stream
Increased purchase frequency beyond core retail categories
Reduced dependency on merchant-funded growth
Product Outcomes
Successfully extended Afterpay into open-loop payments
Maintained strong customer trust despite increased complexity
Established a repeatable model for global expansion
Unified Dynamic Checkout reimagines how BNPL works at the moment of purchase.
Afterpay Plus Card unlocks a new way to pay — extending beyond the network to enable flexible, everyday spending anywhere.
Company
Cash App
Timeline
2025
—
2025
Role
Product Design lead
Project overview
Afterpay’s core model relied on a closed merchant network. While successful, it limited growth, frequency, and long-term revenue potential.
As Staff Product Designer, I led the end-to-end design of Afterpay Plus Card — a subscription-based product that enables customers to use Afterpay anywhere cards are accepted. I drove the product from 0 → 1 concept to global rollout, partnering across Product, Engineering, Risk, Legal, Finance, and Marketing, while owning the full experience from onboarding through to ongoing engagement. This unlocked a new high-margin growth channel and fundamentally shifted the business model.
Challenge & Opportunity
Afterpay was hitting natural ceilings:
Growth constrained by merchant network size
Low purchase frequency outside key retail categories
Increasing competition from flexible payment providers
We asked:
How might we extend Afterpay beyond its closed ecosystem — without breaking trust, simplicity, or unit economics?
Approach
1. Reframe the model
Shifted Afterpay from a closed retail network to an everyday payment experience, redefining trust, clarity, and control outside known merchants.
2. Design for ambiguity
Created systems that reduce uncertainty in open-loop payments — setting expectations upfront and reinforcing clarity at key moments (approval, spend, repayment).
3. Simplify complexity
Abstracted subscription, eligibility, and repayment logic into clear, intuitive mental models delivered progressively, not all at once.
4. Prototype to align
Used high-fidelity prototypes to simulate real-world scenarios, accelerating decisions and aligning cross-functional stakeholders in a risk-heavy environment.
Outcomes
Business Outcomes
Scaled to 600,000+ subscribers globally
Created a new high-margin revenue stream
Increased purchase frequency beyond core retail categories
Reduced dependency on merchant-funded growth
Product Outcomes
Successfully extended Afterpay into open-loop payments
Maintained strong customer trust despite increased complexity
Established a repeatable model for global expansion