How UX strategy unlocks billion-dollar opportunities
Deposits Growth
Completion Rate Growth
Before
$1.1B
43%
$0
After
$3.5B
80%
$40M
8 Months
UX Designer (Hugo)
Product Owner
Web Engineer
Mobile App Engineer
Monthly External Funding
Length
Team
By distilling the CD opening process down to its purest form,
like the final drop of olive oil,
I raised the completion rate from 43% to 80%.
Design Strategy
Subtraction. Transparent.
$$
$1.5 Billion
Seamless CD opening that grows deposit
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.”
NO.
Let’s redesign the CD opening process.
Scale up for greater impact
Explore products
CD opening
CD renewal
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.
Extened the impact to mobile channel
Covered the missing 35% of users.
App 35% Web 65%