AMA: Cash App, Head of Product Marketing, Hannah Hughes on Messaging

This depends on the phase of development. I typically break my messaging process into 3 KPIs, used throughout the process of creating product messaging: During initial creation, partner with research to refine your territories and messaging. I like to assess both comprehension and compulsion to use- aka, does the user understand this feature AND find it compelling? During launch and after, quantitative measurement leads. You can still test an optimize here through segmentation and other methods. ...Read More

AI is an incredible tool, but relying on it to generate creative outputs can be a trap. Large Language Models (LLMs) are trained on vast datasets from the internet, which means their outputs inherently reflect existing content rather than breaking new ground. If differentiation is the goal, using a tool that replicates patterns from the past won’t get you there. Instead, AI shines in areas like competitive analysis, desk research, summarization, and refining internal communication for clarity—al ...Read More

Having a clear understanding of your product architecture is critical to driving clear narratives for your audience. The question here only outlines products/features, but there are more categories as well. Typically your architecture will be structured something like this: Verticals or Product Areas- high level groups of products. Products- A piece of technology that can be adopted, used and interacted with. Features- Smaller pieces of technology that support the use of the product. Subfeatures ...Read More

Great messaging drives strong growth. If you have conversion issues in your funnel, messaging is a great way to rapidly experiment and see if your users don't understand your offering, or the wrong expectations are being set by your messaging. Messaging can also pave the way for necessary product improvements. Keep your product partners close, and share what you learn! Troubleshoot the following scenarios to decide if your messaging needs a refresh: Strong top of funnel, poor conversion- Your me ...Read More

I love this question and have been learning so much from my new partners on Brand at Cash App! Messaging is a collaborative effort across so many- Brand, Insights, Content Strategy, and more. I would suggest forging deep relationships with all these stakeholders- all your work needs to reinforce each other and be harmonious. Most commonly, we share our messaging frameworks and get feedback from one another. The Brand positioning should be informed by product- what benefits our products provide o ...Read More

All messaging is an exercise in empathy. Why aren't these users adopting? Do you understand their reservations or needs well enough to build something compelling for them? Here's a structured approach to developing a perspective on this cohort and how to reach them: Segmentation I would start by partnering with your research or data science teams to identify shared characteristics within this group. If a segmentation doesn't exist that captures these users, continue on to the research step and c ...Read More