*Certificate of Deposit (CD)
How Strategic Thinking Transformed the CD Journey
Grew
Grew
Grew
$2B+
132%
86%
Deposit
Engagement
Conversion
SCOPE - Full CD Journey
3 Projects
9 Months
GOAL
Grow deposit balance
ROLE
UX Designer
CORE TEAM
UX Designer (Hugo)
Product Owner
Front-end Engineer
Back-end Engineer
Mobile Engineer
FRAMING
The Spark Behind the CD Redesign.
In June 2023, the Deposit Business Owner proposed letting members open multiple CDs at once.
I asked, “Why would that drive more openings?” The room went silent.
That silence led me to uncover the real issue: the CD opening flow was broken.
That single question sparked everything that followed.
SOLUTION
New 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
SUBTRACTION
Remove unnecessary steps
Reduce redundancy
Cut visual noise
After delivering the new CD opening, I convinced the Product Owner to invest in other key opportunities:
CD Renewal and Explore Products.
.
.
.
SCALE UP
New CD Renewal
Retained
$140M
Monthly
Grew
35 → 61%
Auto renewal flag
Old design
Introducing Explore Products
Raised engagement by 66%
Old products access
Mobile
CD Opening
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 the detail process.