Driving $28M in Growth Through Personalized Discovery
Services & Leadership
Product Strategy for Growth | UX Leadership for Personalization | Customer Journey Mapping | Behavioral Insight & Analytics Review | AI-Assisted Personalization Strategy | Cross-Functional Collaboration | Experimentation & Offer Optimization
Cross-Functional Team
Lead Service Designer Lead Researcher Lead Product Designer Senior Content Writer Lead Product Manager SVP /MD of Marketing
Category
Timeframe
Problem
Despite a large active customer base, our re-engagement strategy relied on static offers that weren’t meaningfully connected to customer needs, timing, or context. As a result, cross-sell engagement lagged, new money goals underperformed, and valuable revenue opportunities were being missed.
Solution
I repositioned Discover from a static promotional surface into a more personalized growth experience designed around customer needs, behavior, and timing. To shape the strategy, I partnered with service design, research, analytics, and product to map end-to-end journeys and identify where customers were most receptive to exploring additional financial tools and offers.
Using those insights, I advocated for a more behavior-aware model powered by emerging AI capabilities. The resulting experience dynamically surfaced offers, calculators, and educational content aligned to four core customer personas, creating a more relevant destination that supported both customer goals and business growth.
Operationally, this work helped reposition design as a growth lever rather than a downstream execution partner. It created a stronger model for using customer insight and behavioral signals to shape revenue-driving experiences, and it showed how personalization could was more than just marketing language, but was also product strategy.
My Role
I led the UX and product strategy for personalization, shaping the vision, cross-functional alignment, journey-based opportunity areas, and experience direction for a more behavior-aware Discover model.
Impact
$28M in new money influenced
Improved visibility and relevance of financial product offers supported measurable revenue growth.
Higher engagement with product offers
Personalized content increased customer interaction with financial tools and cross-sell opportunities.
Improved product discoverability
Offers, calculators, and educational content surfaced based on customer persona and context.
A more relevant customer experience
The new “Explore” destination replaced static promotions with a more personalized financial discovery model.
