Design Lead · 2023–2024
Impact: 16%+ lift in end-to-end funnel conversion
After years of marginal gains, I made the case to leadership that sustainable growth required rethinking the funnel as a system. We needed to take bigger swings to reach growth targets. I led the case for a ground-up redesign over continued small-scale optimization. Testing the redesign head-to-head against the original, it beat the projected 10-13% lift for several consecutive weeks. Once it reached significance early, we moved 100% of traffic to the new funnel and kept iterating.
+23% offer page conversion
+$2.93M incremental quarterly origination
Problem: 51% of applicants abandoned at the offer page, costing the business $2–3M in quarterly incremental originations
Old offer page UX
Guided by user research, data analysis and internal stakeholder collaboration, we identified 3 core opportunity areas on which to focus
IA complexity
Prosper’s brokerage partnership base grew, meaning multiple offers would be presented on the offer page, leading to a far-too-complex offer information architecture and display.
Cognitive overload
Users spent an average of 4mins on this page. Qualitative user interviews revealed users feeling confused, overwhelmed and hesitant when presented with their offers.
Offer rigidity
Usability testing revealed users wanting more flexibility to play with their presented HELOC/HELoan offers — both in line or loan amount and term length.
Offer curation & simplicity
Displaying all qualifying offers with equal prominence wasn’t working. Instead, we simplified the design of the page, surfacing a “top offer” based on user priority changed the outcome
Progressive disclosure
Presenting all offer details at once wasn’t working either. Instead, we carefully selected which aspects of the offer to feature at the right time, and strategically positioned the most important ones
Flexible, smart $ slider
HELOCs and HELoans are typically large amounts of money. From a user standpoint, even small adjustments are necessary and have huge impact. We introduced a smart slider that allowed users to customize their offer amount, aligning with their needs
Foundational research to guide the redesign
Featured an individual offer, personalized as the “top offer,” with an option to view all qualified offers
Simplified the display and prioritized content users want to see at this stage of the funnel
Added a product comparison chart for quick clarification on offer types
Before → after: +23% lift in offer page conversion
Clarity → confidence → conversion
Impact beyond the product
Cross-org design influence positioned the design org as strategic partners for business outcomes
AI-native foundation introduced by in-session agent access to scale future iterations
Precedent-setting for a design-led product development lifecycle and problem solving
Modernized design system to scale winning components across the organization
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