Lyft Cash: foundations
Lyft Cash is a stored balance product but, more importantly, a crucial foundation for making rideshare accessible to all
Many low- to mid-income Lyft users want better budgeting options when it comes to rideshare. In addition, payment processing for credit, debit, prepaid, ACH, and other methods is costly for Lyft. This provides the opportunity to better serve the world while running the business more effectively.
Problem
I worked with the team to research several options. Ultimately, we decided that by using a stored balance product, Lyft can give this user cohort a way to budget in the most cost-effective way.
Solution
Approach
When it comes to matters of money, the content strategy should uphold transparency above all, especially as it regards the automatic refill feature of Lyft Cash.
From the home screen of the passenger app, the user can open their account, including payment. By selecting the ‘Payment’ tab, the user will see an introduction to Lyft Cash.
I wrote the tagline “Plan ahead, budget easier,” which is still used in marketing assets.
Pre-purchase screen with auto refill toggled on.
Pre-purchase screen with auto refill toggled off.
Using a toast for the purchase success moment is least intrusive to the user.
After adding Lyft Cash, the user can tap the vertical ellipsis (or “kebab menu”) to see more options.
When auto refill is toggled on, a reminder about future charges is shown in the purchase flow.
Lyft Cash was wildly successful, surpassing purchase expectations by many millions of dollars. It was also the first step in making Lyft accessible for all income brackets.