*Certificate of Deposit (CD)
CD Redesign -
Banking on Confidence
Grew
Grew
Grew
$2B+
132%
86%
deposit
engagement
conversion
GOAL
Grow deposit balance
ROLE
UX Designer
CORE TEAM
UX Designer (Hugo)
Product Owner
Front-end Engineer
Back-end Engineer
Mobile Engineer
SCOPE
3 Projects 9 Months
Misaligned problem definition.
Broken, fragmented opening experience.
Scaling beyond a single project.
THE CHALLENGE
Misaligned problem definition.
Broken, fragmented opening experience.
Scaling beyond a single project.
FRAMING
Define the Real Problem - Broken CD Opening
During a meeting in June 2023 -
The Deposit Business Owner proposed letting members open multiple CDs at once.
I asked, "Why would that drive more CD openings?" The room went silent.
That moment led me to uncover the real issue: the CD opening flow was broken. And it sparked everything that followed.
SOLUTION
The new CD opening focuses on simplicity.
Unlike the traditional complex banking product openings, it removes all the noise. No more text walls or overwhelming options. No more financial jargon. No lengthy form.
Redesigned CD Opening
Grew
86%
conversion
Grew
$1.5 Billion
deposit (yearly)
Avg.
1m 21s
to open a CD
Old design
Key strategies
TRUST
Ensure accessibility of explanations
Avoid jargon language
Maximize members’ benefits
SIMPLICITY
Remove unnecessary steps
Reduce redundancy
Cut visual noise
After delivering the new CD opening, I convinced the Product Owner to pursue other key opportunities: CD Renewal and Explore Products.
SCALE UP
New CD Renewal
Why does it matter? To keep deposits in our bank. In addition to the new seamless experience, I designed a prompt mechanism to increase the renewal rate.
Retained
$140M
monthly
Grew
35 → 61%
auto renewal flag
Old design
Introducing Explore Products
Then, I made sure whoever wants to open a CD can easily find it. On top of that, I created a product hub for all our banking products.
Old products access
Increased
66%
engagement
MOBILE
CD Opening
Lastly, I brought everything to the Alliant App - the go-to channel for 43.5% of our members.
Mobile
CD Renewal
MOBILE
Explore
Products
SYSTEMIZE
One design,
many solutions.
UI components from this project now support multiple product flows, enabling rapid redesigns for credit card, checking, and savings applications..etc.
Please reach out for more detail.