From Freedom Financial to Achieve, transforming personal loan servicing
Role: Lead Designer | Company: Achieve | Project Scope: XL
During Freedom Financial’s transition to Achieve, I partnered with product managers and engineers to fully redesign the Personal Loans dashboard, aligning it with the new brand identity and streamlining critical user flows. I led the creation of hundreds of screens and proposed key UX optimizations to enhance the overall user experience.
42%
Reduction of
customer complaints
16%
Increase in autopay enrollment
10%
Reduction of user drop-off
42%
Reduction of customer complaints
16%
Increase in autopay enrollment
10%
Reduction of user drop-off
42%
Reduction of
customer complaints
16%
Increase in autopay enrollment
10%
Reduction of user drop-off
Context
Background
Achieve (formerly known as Freedom Financial) is committed to empowering everyday people to take control of their financial futures and offers a range of digital financial solutions, including debt relief programs, personal loans, home equity loans, and acceleration loans. When I joined the company, Freedom Financial was in the midst of transitioning to its new identity, Achieve. This rebrand involved a complete overhaul, including a fresh logo, new brand standards including color palettes, new typography, and a refined voice.
Problem
One of the critical areas for transformation was the Personal Loans servicing dashboard, a digital experience with hundreds of screens built using the company's old, outdated brand. The UI needed to be overhauled to reflect the new Achieve aesthetic, but the process was complicated by the absence of documentation or a single source of truth for the existing design.
Goals
Completely redesign the Personal Loans dashboard to reflect Achieve's new brand standards
Discover and implement improvements focusing on the key tasks within the dashboard
Work efficiently to meet the rapidly approaching launch of the new Achieve brand across the rest of the company's public-facing touchpoints.
Process
Step 1: Document and Assess
Step 1: Document and Assess
Step 1: Document and Assess
Step 2: Discovery research
Step 2: Discovery research
Step 2: Discovery research
Step 3: Total ui overhaul
Step 3: Total ui overhaul
Step 3: Total ui overhaul
Step 4: Implementation and launch
Step 4: Implementation and launch
Step 4: Implementation and launch
Results
After the successful launch of the Achieve Personal Loans dashboard, we began tracking its performance—specifically, the user experience improvements we made. After 6 months of the new dashboard's launch, we were happy to report…
The improvements we made to simplifying communication about when payments are due resulted in a ~42% reduction of incoming calls to our member services team.
The work we did to simplify adding payment methods reduced user dropoff by 10%
Simple UI enhancements contributed to a 16% increase in autopay enrollment
From Freedom Financial to Achieve, transforming personal loan servicing
Role: Lead Designer | Company: Achieve | Project Scope: XL
During Freedom Financial’s transition to Achieve, I partnered with product managers and engineers to fully redesign the Personal Loans dashboard, aligning it with the new brand identity and streamlining critical user flows. I led the creation of hundreds of screens and proposed key UX optimizations to enhance the overall user experience.
42%
Reduction of
customer complaints
16%
Increase in autopay enrollment
10%
Reduction of user drop-off
42%
Reduction of customer complaints
16%
Increase in autopay enrollment
10%
Reduction of user drop-off
42%
Reduction of
customer complaints
16%
Increase in autopay enrollment
10%
Reduction of user drop-off
Context
Background
Achieve (formerly known as Freedom Financial) is committed to empowering everyday people to take control of their financial futures and offers a range of digital financial solutions, including debt relief programs, personal loans, home equity loans, and acceleration loans. When I joined the company, Freedom Financial was in the midst of transitioning to its new identity, Achieve. This rebrand involved a complete overhaul, including a fresh logo, new brand standards including color palettes, new typography, and a refined voice.
Problem
One of the critical areas for transformation was the Personal Loans servicing dashboard, a digital experience with hundreds of screens built using the company's old, outdated brand. The UI needed to be overhauled to reflect the new Achieve aesthetic, but the process was complicated by the absence of documentation or a single source of truth for the existing design.
Goals
Completely redesign the Personal Loans dashboard to reflect Achieve's new brand standards
Discover and implement improvements focusing on the key tasks within the dashboard
Work efficiently to meet the rapidly approaching launch of the new Achieve brand across the rest of the company's public-facing touchpoints.
Process
Step 1: Document and Assess
Step 2: Discovery research
Step 3: Total ui overhaul
Step 4: Implementation and launch
Results
After the successful launch of the Achieve Personal Loans dashboard, we began tracking its performance—specifically, the user experience improvements we made. After 6 months of the new dashboard's launch, we were happy to report…
The improvements we made to simplifying communication about when payments are due resulted in a ~42% reduction of incoming calls to our member services team.
The work we did to simplify adding payment methods reduced user dropoff by 10%
Simple UI enhancements contributed to a 16% increase in autopay enrollment