Transfer with Zelle® Instantly
Led end-to-end UX design for Zelle®’s first expansion from P2P payments into instant brokerage transfers. As UX lead, I partnered with product to evaluate three B2B2C architecture models and selected the TCH Real-Time Payments RfP approach. Following concept validation through 12 user interviews, I delivered comprehensive cross-platform UX guidelines for adoption across Zelle® network financial institutions. Ahead of the MVP launch, a pilot achieved an end-to-end completion rate exceeding 80%.
01
OPPORTUNITY
A $192B Market with No Clean UX Solution
Customer Problem:
Funding a self-directed brokerage account—moving money from a bank account to invest—typically can take 1-3 days. Current instant transfer methods are costly.
Zelle® Competitive Edge:
With its broad network of 2,000+ financial institutions and 150+ million users, Zelle® presented a unique opportunity to reimagine this flow as an instant, integrated experience.
The UX Challenge:
This initiative introduced a net-new use case for the Zelle® network, without prior models to reference. Designing for it meant working within a complex B2B2C ecosystem, where the experience had to function seamlessly across brokerage platforms, banking apps, and Zelle®’s brand system—balancing consistency with the flexibility required by a highly distributed product environment.
02
STRATEGY
3 Models, 1 Good Answer
Before getting into UX ideation, the product needed an architectural foundation. Working alongside product, engineering, and TCH partners, I evaluated 3 technical models for how the transfer would actually move.
This was a pivotal decision point where I made the final call as UX lead. I evaluated three models across account ownership dependencies, user cognitive load, and entry-point placement. The selected approach builds on existing Request for Payment (RfP) capabilities at network banks—simplifying token management while enabling secure, instant brokerage transfers.
03
RESEARCH
12 Interviews, 3 Insights that Shaped Everything
The RfP model introduced a core UX challenge: a two-step flow spanning two apps. Users initiate the transfer in the brokerage app and complete it in their banking app. The design goal was to make this feel like a single, continuous experience—not two disconnected transactions.
Through iterative design, I partnered with UX research to validate the concept using a mid-fidelity Figma prototype, on top of an online survey. The findings reduced risk around the extended journey and gave stakeholders the confidence to move forward.
12
1-hour user interviews testing RfP UX comprehension
400
Survey participants from eligible Zelle® customers
3
Key insight clusters driving the design decisions
Finding#1: People do want this product
Strong demand for instant brokerage funding. The 1–3 day settlement delay is a top pain point. High differentiation potential.
Finding#2: RfP is unfamiliar but learnable
Most users initially expected to pull money directly. But with the right framing, they quickly understood and accepted the two-step RfP flow.
Finding#3: Speed outweighs friction
Most are willing to pay a small fee for instant funding. The extra step is acceptable when the benefit is clearly communicated.
04
DESIGN
4 Design Pillars across 2 Platforms
The final UX addressed drop-off across the two-app journey with four distinct design priorities. I led design iteration to refine the UX details to reach a graceful experience and streamlined the UX compliance process with Zelle® network financial institutes.
1. Clear two-step framing in the brokerage app
The "Transfer with Zelle®" entry point clearly communicates that Step 1 (request) and Step 2 (approval in banking app) are required before funds arrive. Consistent terminology like "Transfer with Zelle®," "Request," "Complete Transfer" — is maintained across all screens.
2. Intuitive navigation in the banking app
Push notifications with expiration timing, prominent action alerts, and clear activity detail screens (Pending / Completed / Expired / Failed states) give users clarity and confidence for where the transfer is.
3. New-use-case UX for the banking app
Designed a new pattern for the banking app's Zelle® surface that distinguishes brokerage transfers from standard P2P sends, showing the brokerage name and logo, explaining the urgency, and encouraging users to move forward.
4. UX guidelines for network FI integration
Authored requirements and recommendation specifications for Zelle® network banks and brokerages implementing the new use case, covering terminology, screen flows, Zelle® brand presentation, and timing language.
End-to-end completion rate in pilot launch
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