Redefining the
CD lifecycle
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
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.
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
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%