How UX strategy unlocks billion-dollar opportunities
$2B+
Deposits
Growth
91% growth
86%
Completion Rate
Growth
43% to 80%
$30M
Monthly External
Funding
From $0
Length
8 Months
Team
UX Designer (Hugo)
Product Owner
Web Engineer
Mobile App Engineer
The Pitch: Let’s Open Multiple CDs at Once!
But, Should We?
The low average CDs per holder indicated opening multiple Certificates at once isn’t a true need.
“The online CD purchase isn’t user friendly. I had to leave the sign-up just to find CD rates.”
Members were continuously complaining that the opening flow forced them to leave the process to look up information.
“The online CD purchase isn’t user friendly. I had to leave the sign-up just to find CD rates.”
Nope, let’s improve the CD opening process.
Design for Impact.
Design Strategy
Subtraction. Transparent.
Completion rate growth
43% to 80%.
Deposit growth
$1.5 Billion.
Seamless CD opening that grows deposit
Scale up for greater impact
Explore banking products
CD opening process
Extened the impact to mobile channel
Covered the missing 35% of users.
App 35% Web 65%
CD renewal
Alliant’s first product opening feature on mobile
My Strategy: Relentless Focus on What Moves the Needle
At every stage, I kept my eye on one thing: aligning design with the bank’s true business goal—growing deposits. Instead of chasing features for their own sake, every design choice was backed by data, user feedback, and a clear connection to real impact. By focusing on what mattered most to users and the business, I helped turn a simple redesign into a catalyst for measurable growth.