As a Senior UX Designer, I was responsible for end-to-end experiences across Consumer Savings: marketing pages, account creation, account management, and even customer support tools. I also contributed to Consumer Lending and Small Business Credit. My contributions supported the business in $55B+ in deposits account volume growth (100% increase after 3 years).
CASE STUDY 1
Onboarding Redesign
Using a mobile-first approach to drive significant improvements in account creation rate and funding rate.
Role
Led UX design to shape customer onboarding journey to meet needs of target personas
Applied prototyping and Lean UX methods to deliver validated outcomes
Impact
+115% year-over-year increase in account creation rate
Initiative contributed to +$55B in deposits volume growth
A flawed onboarding experience tampering leadership's ambitions
Goldman Sach’s leadership was prepared to make a large investment into its new consumer division. The Deposits team (known for their high rates savings accounts) had a huge ambition to grow their deposits volume over the next few years.
However, the existing end-to-end experience was anchored to a legacy design - and it was failing to meet user and business needs. The current experience had an account creation rate of only 12% and account funding rate of only 55%.
Anchoring design on key personas
Working with UXR and Marketing, we narrowed our focus on two personas: ‘Optimizers’ and ‘Pioneers’. These two groups of users were most likely to engage with the Savings product (as opposed to other personas who were more geared towards other Marcus products like Personal Loans). With these personas in mind, we developed experiments to drive prototypes for.
Prototyping and validating solutions through Lean UX methods
After listening to their needs in foundational UXR sessions, I found opportunities to educate Optimizers and Pioneers towards the benefits of Marcus. I focused on building out experiences that anchored on key value props (i.e., high APY, no fees), a simple account linking/funding journey, and reinforcing customer support services. I validated experiences using guerilla research methods, including relying on getting feedback from populations that matched our personas on usertesting.com.
Delivering a solution for impact
As we delivered final designs, we batched rollouts for our rolled out the new designs in phases so that we could A/B test against the currently existing flow. The new designs clearly outperformed the control: 115% YOY increase in conversion. We attributed this large increase to improved ease-of-use and clear communication of the product’s value proposition.
CASE STUDY 2
Digitizing the CD Maturity Process
Role
Led UX design by concepting, prototyping, and delivering end-to-end journey
Impact
Reduced daily call volume and manual back-office case loads, attributed to digitization of process
Maintained deposit balances for CD products
The current state was a dark UX pattern
Prior to this project, Marcus customers had a 10-day window to manually call into the Contact Center in order to make updates to their maturing Certificate of Deposits. Many users missed this window, and they had their funds locked into their CDs as the system automatically renewed the CD. For the business, this meant managing frustrated customers and also staffing people to work through these processes. There was a desire to digitize this experience.
Empathizing with customer pain points
After listening to customers about the frustrations of the current experience, I identified three areas of focus for the designs: 1) educating the customer on their options; 2) keeping the content human-friendly and without jargon; and 3) making it easy to self-correct any potential errors made.
Delivering for impact: reducing manual case loads while maintaining deposit volumes
Aside from the increase in satisfaction from customers, the Call Center team witnessed a 6% reduction of daily call volume and a 8% reduction in back-office case loads for the Savings vertical. Since the Certificate of Deposit was one of the few products offered by Marcus, this large reduction made sense. Moreover, the internal product team was exceptionally happy with the outcome; one senior engineer even remarked that he was “incredibly proud that Marcus was able to release a market-defining feature”. That made me proud!
