A bit about me

I’m a Product Designer passionate about building awesome products. Currently based in Folsom, CA, after enjoying 17-18 wonderful years in San Diego. An avid motorcycle rider, runner, and proud Niner fan, I bring over 18 years of experience creating innovative UX-driven designs for large corporations and agile startups. My skills include building intuitive interfaces, integrating automation, creating refined design systems, and leveraging AI-driven workflows, thriving in collaborative environments to deliver user-centric designs that balance functionality and aesthetics.

Experian

AutoWorks

Exploring loan options with clarity and confidence

Project
Overview

Experian AutoWorks, integrated into Experian's credit monitoring, was built for web and native iOS and Android apps. It enabled users to explore personalized auto, individual, and mortgage loan options by entering simple details, visualizing possibilities to guide financial decisions. Launched to capitalize on credit health and major purchase interest, it aimed to boost engagement and convert free users to premium subscriptions with non-intrusive recommendations.

My Role: As design lead, I led user research, wireframing, prototyping, and testing, collaborating with PM’s, developers, and SME’s for seamless integration. Focused on simplifying complex financial data into intuitive interfaces.

Wireframe Hi-Fidelity

Core
Challenges

Users often viewed credit monitoring as a passive tool for score checks or error detection but were actively interested in applying credit insights to vehicle financing. Sign-up flows in similar apps demanded excessive personal data upfront, leading to high drop-off rates. The goal was to design a low-friction experience delivering relevant loan options with minimal input while encouraging premium upsells.

Key Insights:

User Interest 0
Data Hesitancy 0
Drop-Off Rates 0

Key
Objectives

Deliver a seamless, intuitive interface for exploring loan options, driving user trust and engagement to boost premium subscription conversions.

Simplify
Data Entry

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Create a minimal, user-friendly form for entering basic details, reducing friction for loan option exploration.

Boost
Decision Clarity

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Provide clear, visual loan odds to empower users with confident, informed financial choices.

Drive
Premium Adoption

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Incorporate non-intrusive upsell prompts to guide free users toward premium subscriptions.

Business
Targets

Offer a seamless experience for exploring auto, mortgage, and personal loan options tailored to users’ credit scores, enhancing acquisition and engagement. Provide clear interfaces and instant loan odds to boost premium subscriptions with targeted upsell prompts aligned with Experian’s growth goals.

(Measured in %)

28
Onboarding Completion
22
Premium Conversion
35
Engagement Increase

Reflections &
Learnings

Minimal data with clear visuals builds trust and engagement in financial tools. Iconography and progressive disclosure are critical for relevance.

Future iterations could leverage real-time market data for enhanced personalization.

Project
Success Metrics

Experian AutoWorks enhanced user engagement and decision-making with a streamlined, intuitive loan exploration process, driving conversions and satisfaction.

Engagement Growth

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Increased time spent on loan features by 35%, reflecting deeper user interaction with highly personalized options.

Conversion Uplift

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Achieved 22% conversion to premium subscriptions, consistently surpassing industry benchmarks from 2015-2018.

Decision Efficiency

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Reduced loan selection time by 15%, enabling 40% more users to confidently and efficiently choose pre-approved options.

Other Case Studies

Blending creativity with thoughtful execution, I craft intuitive designs through collaboration and innovation.

Design Systems, User Research, AI-Driven Design, UX Strategy, SaaS UX Design, Mobile Design, Brand Identity, Rapid Prototyping, Cross-Functional Leadership

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