Overview
Summary
As the Lead Product Designer for TruEmpower, I designed the integration of personalized features into our credit monitoring platform. This initiative aimed to deliver tailored experiences that resonate with users' unique credit goals, significantly enhancing the product's value proposition. We piloted these personalized features within the enrollment process and the post-enrollment dashboard.
Results
Although the feature has not yet been deployed on a partner site, early indications show significant interest from partners. This has led to increased sales conversations and demonstrates the potential for enhancing user engagement and satisfaction through personalized experiences.
Framing the problem
Users demand personalized experiences that cater specifically to their needs to remain engaged with a product. Our partners also sought deeper insights into user needs to foster ongoing engagement.
Importance: Addressing this requirement was crucial for improving user retention and satisfaction, which directly impacts both our product's success and the strength of our partnerships.
Supporting Data: User feedback emphasized the need for more tailored guidance.
My contribution
UX strategy
Product design
Stakeholder management
The team
1 × product manager
2 × product designer
5 × engineers
Process
Approach 🧭
Business Demand for Differentiation: The pressure to stand out in a competitive landscape while meeting partner expectations prompted the need for personalized features.
User Desire for Guidance: Previous research revealed that users sought guidance throughout their credit journey, emphasizing the importance of personalized support.
Challenges 🚨
We faced several limitations regarding capacity and resource allocation by the development team. To address these challenges, I coordinated updates to the UI library, providing component maps to work from, and developed a comprehensive logic map for the developers, ensuring clarity and smooth implementation.
Solution 💚
By introducing a quizlet feature integrated into the enrollment flow and dashboard, we are gathering their need immediate needs and long-term credit goals. Based on their responses, we send out timely, contextual messages to keep users informed and engaged. The dashboard was also updated to feature blog topics and resources aligned with users' goals, thereby providing a highly personalized experience.
