*Certificate of Deposit (CD)

From Broken CD Journeys to Record-Breaking Results

CD Journey Redesign at Alliant Credit Union.

Grew

Grew

Grew

$2B+

132%

86%

Deposit

Engagement

Conversion

SCOPE

End-to-end CD journey redesign (web & mobile), plus design library expansion.

GOAL

Grow the deposit balance for Alliant’s Certificate of Deposit.

ROLE

UX Designer - research, strategy, design, testing, and rollout.

TIMELINE

9 Months.

FRAMING

When Idea Meets the “Why”

In the meeting, I asked, “Why would letting members open multiple CDs at once drive more openings?” The room went quiet. That silence pushed me to dig into the data - and that’s when I uncovered the real issue:

The CD opening flow needed a serious rethink.

That question was the spark that led to everything that followed.

PROBLEM

What Was Broken?

Pain points identified in the old CD journey.

Poor conversion 43%. Members started the process, but few completed it - resulting in lost opportunities and revenue.

Poor Findability. Members struggled to even locate the CD opening page, causing frustration and high drop-off rates before the journey began.

Overwhelming Form. The interactions in the form were complicated, making it intimidating to proceed.

Outdated Flow. The experience hadn’t been updated in years, and members had to switch between online banking, the public website, and emailing PDFs just to open a single CD.

Old CD Opening

Old CD Renewal

Old Products entry point

SOLUTION

Grew CD Opening Conversion by 86%

Interactive Prototype

Grew

Grew

$1.5B

86%

Conversion

Deposit

Time

1m 21s

to open a CD

The new flow made opening a CD fast and easy - but getting there wasn’t easy. In banking, pushing boundaries isn’t a comfortable process, especially when your main strategy is to take things away, not add more.

Key strategies

TRUST. What is CD? What is APY? How to maximize the return?

SUBTRACTION. Steps, interactions, information are all minimized.

EXPANSION

Scale Up for Greater Impact.

After launching the new CD opening flow, I expanded my focus to the entire CD lifecycle - creating the Explore Products hub to drive engagement and redesigning CD Renewal to boost retention. To maximize the impact, I brought these improvements to the Alliant App.

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.

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The Many Faces of Financial UX