Pay Anyone Campaign

Pay Anyone is an instant money transfer feature integrated directly into Chime Checking accounts. This feature allows members to seamlessly send and receive money in real-time. Despite its functionality, Pay Anyone wasn't top-of-mind for peer-to-peer transfers, and many members didn't fully understand how it works, especially for member-to-guest transactions. To address this awareness gap, I led the design of three strategic organic social campaigns:

☕ International Coffee Day Campaign (Oct ‘22): Our first incentive campaign drove 20,000 transactions, significantly increased social post engagement, and generated a notable spike in Chime app traffic.

💌 Valentine's Day Campaign (Feb ‘23): Building on our initial success, we leveraged the gift-giving holiday to highlight Pay Anyone's convenience.

🎁 Holiday Season Campaign (Dec ‘23): We capitalized on the peak money-sending period to further establish Pay Anyone as a go-to transfer solution.

The Design

As the lead designer, I managed these campaigns end-to-end—from collaborating with stakeholders on strategy development to creating illustrations and animations that brought the campaigns to life. The design features fun illustrations and the Pay Anyone notification UI. The animation is quick, simple, and easy to digest. Additionally, the repetition of the format contributes to brand recognition and quick engagement.