PERFORMANCE MARKETING REDESIGN

From one redesign to a playbook: scaling UX strategy

CHALLENGE

Traffic and revenue had dropped across our Personal Loans pages—high-value real estate in our Performance Marketing portfolio. The experience was static, intimidating, and poorly optimized for comparison. We hypothesized that a better UX could improve rank, engagement, and revenue—but had to prove it without risking these high-revenue pages.

ACTION

I led the UX strategy & day-to-day design for a modular, testable redesign:

Conducted generative and comparative user research
Designed dual UX paths to support both “ready-to-decide” and “need-to-learn” users
Partnered with product/engineering to roll out redesigned components incrementally

We tailored desktop and mobile versions separately based on usability data and built a repeatable redesign playbook that could be adapted for other finance categories.

RESULT

Our redesign led to:

+ 110% in sessions
+ 75% in revenue
Approval to scale the approach across High-Yield Savings, Investing, and more

This wasn’t just a redesign. It became a system for UX-led performance optimization.

SEE THE TOOL