My role:
Research and discovery
Product and experience strategy
UI Design
Certain details have been omitted to respect confidentiality.
I’ve led and contributed to fintech products serving both consumer and enterprise audiences, including work with H&R Block, American Century Investments, and CommunityAmerica Credit Union. Across these engagements, I focused on simplifying complex financial workflows, designing data-dense experiences, and balancing regulatory constraints with usability, trust, and clarity.
My role often spanned strategy through execution, partnering closely with product, engineering, and stakeholders to deliver secure, intuitive financial tools at scale.
Research showed that single filers required an average of 2.5 sessions and navigated roughly 270 pages to complete their taxes, indicating significant friction, over-questioning, and uncertainty throughout the flow.
I partnered with the DIY Tax product team during a period of organizational and design system transformation. My focus was on connecting the data already collected from users to reduce unnecessary questioning, reinforce confidence, and guide users through the process with clarity.
The redesigned experience reduced cognitive load by consolidating flows, streamlining questions, and reinforcing progress and correctness—resulting in a more efficient, confidence-building tax filing experience.
CONNECTING THE DOTS
problem - solution
The sales flow relied heavily on manual processes, with customers often calling representatives and receiving PDFs to complete investment sign-ups. Digital fund pages lacked clarity, context, and conversion support.
Working alongside the internal UX team, I redesigned core fund landing pages to clearly communicate value, performance, and next steps. The experience was designed to support multiple entry points, including ads, newsletters, and existing fund ownership.
The redesigned pages enabled a clearer, more self-directed path to investment exploration and onboarding, supporting digital acquisition while maintaining trust and regulatory clarity.
problem - solution
CommunityAmerica wanted to both improve immediate friction points in digital banking and establish a long-term vision for growth across channels.
I led a two-phase engagement:
Experience audit of key member flows, identifying friction, strengths, and accessibility gaps
Strategic vision work, collaborating with leadership to define a 3–5 year roadmap aligned to member needs and business goals
