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:
- Lack of understanding of user needs
- Ineffective calls-to-action
- High bounce rates
- A design focused on passive browsing instead of active decision-making
Approach
I led a comprehensive UX and content strategy overhaul. Key improvements included:
+ Designing a Credit Card Wizard, an interactive tool that personalized product recommendations and
captured user interest data.
+ Redesigning the homepage with dynamic visuals, human-focused storytelling, and clear CTAs to drive engagement.
+ Reworking article templates with related content links, inline CTAs, and strategic ad placements.
+ Writing new positioning copy that aligned with user intent and brand tone.
Outcome
The redesign resulted in increased user engagement and improved conversion rates. While it uncovered that much of the site’s traffic was underqualified for affiliate offers, this insight drove a strategic pivot in the company’s advertising and acquisition strategy, shifting 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:
- Lack of understanding of user needs
- Ineffective calls-to-action
- High bounce rates
- A design focused on passive browsing instead of active decision-making
Approach
I led a comprehensive UX and content strategy overhaul. Key improvements included:
+ Designing a Credit Card Wizard, an interactive tool that personalized product recommendations and
captured user interest data.
+ Redesigning the homepage with dynamic visuals, human-focused storytelling, and clear CTAs to drive engagement.
+ Reworking article templates with related content links, inline CTAs, and strategic ad placements.
+ Writing new positioning copy that aligned with user intent and brand tone.
Outcome
The redesign resulted in increased user engagement and improved conversion rates. While it uncovered that much of the site’s traffic was underqualified for affiliate offers, this insight drove a strategic pivot in the company’s advertising and acquisition strategy, shifting toward higher-value lead sources.
My Role
UX Strategy, Creative Direction, UI/UX Design, Copywriting
What I led
UX Discovery & Wireframes
High-Fidelity UI Design
Copywriting for Positioning & UX
Interactive Tool Design (Card Wizard)
Homepage Video Creative Direction
Graphic & Visual Asset Creation
UX Strategy, Creative Direction, UI/UX Design, Copywriting
What I led
UX Discovery & Wireframes
High-Fidelity UI Design
Copywriting for Positioning & UX
Interactive Tool Design (Card Wizard)
Homepage Video Creative Direction
Graphic & Visual Asset Creation
Home page: Desktop, Tablet & Mobile Viewports
Mocks of the Card Wizard steps
Article template
