Customer Central: Redesigning support from the ground up

The problem

Customer support at Cash App was drowning in tools. Advocates navigated fragmented systems, rigid policies, and dense knowledge articles, all while handling live conversations with real people. A simple task like finding a transaction could send someone bouncing across multiple systems. As Cash App scaled, the cracks were only getting wider.

The core issue was cognitive overload. Not a lack of information, but too much of it, delivered at the wrong time and in the wrong format.

The approach

I partnered with product, engineering, operations, and research to understand how support actually worked. We shadowed live cases, interviewed advocates across teams and tenure levels, and mapped the full lifecycle of a support case.

That discovery work gave us a shared framework: four jobs advocates needed to do (understand, identify, resolve, close) and six design principles that guided every trade-off.

The solution

We reframed Customer Central from a collection of tools into a coherent workspace. A unified transaction search consolidated data from multiple sources into one view. A conversation-first layout anchored the interface around the live customer interaction. And I extended Cash App's mobile design system into a desktop-first system, adapting hierarchy, spacing, layout and information density for more complex workflows.

Impact

We reduced average handle time by over a minute per case. At Cash App's scale, that equated to more than $12M in projected annual savings. Shortly after launch, the organisation pivoted toward AI-first support — but the foundations we built continued to inform everything that followed.