Objective
Redesign a content-focused financial website to drive better user engagement, improve conversion rates, and increase qualified credit card lead generation.
Challenge
CardGuru’s original site prioritized educational content but failed to convert visitors due to:
+ Limited understanding of user needs
+ Ineffective calls-to-action
+ High bounce rates
+ Passive browsing design instead of active decision-making
Approach
I led a comprehensive UX and content strategy overhaul. Key improvements included:
+ Designed a Credit Card Wizard, an interactive tool that personalized product recommendations and captured user interest data
+ Redesigned the homepage with dynamic visuals, human-focused storytelling, and clear CTAs to drive engagement
+ Reworked article templates with related content links, inline CTAs, and strategic ad placements
+ Wrote new positioning copy that aligned with user intent and brand tone
Outcome
The redesign increased user engagement and improved conversion rates. It also uncovered that much of the site’s traffic was underqualified for affiliate offers, an insight that drove a strategic pivot in the company’s advertising and acquisition strategy—shifting focus toward higher-value lead sources.
Redesign a content-focused financial website to drive better user engagement, improve conversion rates, and increase qualified credit card lead generation.
Challenge
CardGuru’s original site prioritized educational content but failed to convert visitors due to:
+ Limited understanding of user needs
+ Ineffective calls-to-action
+ High bounce rates
+ Passive browsing design instead of active decision-making
Approach
I led a comprehensive UX and content strategy overhaul. Key improvements included:
+ Designed a Credit Card Wizard, an interactive tool that personalized product recommendations and captured user interest data
+ Redesigned the homepage with dynamic visuals, human-focused storytelling, and clear CTAs to drive engagement
+ Reworked article templates with related content links, inline CTAs, and strategic ad placements
+ Wrote new positioning copy that aligned with user intent and brand tone
Outcome
The redesign increased user engagement and improved conversion rates. It also uncovered that much of the site’s traffic was underqualified for affiliate offers, an insight that drove a strategic pivot in the company’s advertising and acquisition strategy—shifting focus toward higher-value lead sources.
My Role
UX Strategist
Creative Director
UI/UX Designer
Copywriter
What I Led
UX Discovery & Wireframing
High-Fidelity UI Design
Positioning & UX Copywriting
Interactive Tool Design (Credit Card Wizard)
Homepage Video Creative Direction
Graphic & Visual Asset Creation
UX Strategist
Creative Director
UI/UX Designer
Copywriter
What I Led
UX Discovery & Wireframing
High-Fidelity UI Design
Positioning & UX Copywriting
Interactive Tool Design (Credit Card Wizard)
Homepage Video Creative Direction
Graphic & Visual Asset Creation
Homepage: Desktop, Tablet & Mobile Viewports
Mocks of the Card Wizard steps
Article template
