Venmo Business Profile Redesign
Improving the business profile creation experience for small sellers.
Problem Statement
Business Profile Improvement
Venmo’s business profile experience presented usability challenges around organization, discoverability, and access to essential features. Our goal was to identify the most significant pain points in the business-profile experience and redesign the flow to make creating and managing a profile more intuitive for small business owners.
Design Process
Our six-day design process moved from research and problem definition through ideation, prototyping, testing, and refinement.
1-6 Day Design Process
Component Map
We mapped three potential areas for improvement based on their importance and potential impact. This analysis led us to prioritize the business profile experience as the focus of our redesign.
3 Initial Project Ideas + Pain Points
User Research Findings
Survey Insights
01 — Discoverability
Users experienced difficulty locating and navigating business-profile features and settings.
02 — Customization
Users wanted greater flexibility when creating their business profiles, including additional business categories and profile information.
03 — Workflow Friction
Several steps and features created uncertainty or inconvenience, including identity verification and managing business-related transactions.
User Persona
Current- & Future-State User Flows
Identifying Friction
We mapped the existing business-profile creation flow to identify where users encountered friction and where the experience could be simplified.
Simplifying the Experience
Using these findings, we developed a future-state flow that streamlined the business-profile creation process and addressed the primary pain points identified during research.
Stakeholder Testing & Iteration
We presented our proposed design to a stakeholder to evaluate the redesigned business-profile creation experience. The feedback validated several design decisions while identifying opportunities for further refinement.
Stakeholder Feedback
- Business categories: The custom business-type/category concept was well received, with a recommendation to use a pill-based selection interface.
- Contact information: Making important fields more visible and providing additional contact links improved access to key profile information.
- Review system: The proposed five-star review feature needed additional context.
- Final profile page: Some elements of the final business-profile experience required further refinement.
How We Iterated
- Redesigned category selection to support multiple and custom business categories.
- Reorganized contact information to make links, social profiles, and review services more apparent.
- Added controls for collaboration and accessing past transactions.
- Added “Create a Business Profile” to the profile switcher to improve discoverability.
Final Design in High-Fidelity Wireframing & Prototype
Incorporating stakeholder feedback, we refined the business-profile creation experience into a high-fidelity prototype focused on clearer navigation, greater profile customization, and easier access to business-management features.
