When I first came to Credit Karma I had a small project to optimize our outdated accounts page to our new design system UI. I took that small project and lead the research and design to update the page. By segmenting out research results by member type, I was able to create a refreshed experience that created value for both low credit score and high credit score members. This refresh quickly became, and still is, the most visited surface on Credit Karma.
Based on the findings of our segmented research approach and positive engagement results, we were able to make a case to stakeholders to change the app from a one size fits all model, to a more tailored app experience that updates based on your personal financial picture. This project became the inflection point that helped shift our product teams away from the mindset of small quarterly short term optimizations. By helping our product and design orgs to move towards confident, research-informed big swings, we were able to create more value Credit Karma members. The results speak for themselves.
Results: more than 10% revenue lift from baseline as of August 2024
Detailed case study available upon request