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Experian Smart Money

Designing a credit-building checking account from the
ground up

Designing a credit-building checking account from the ground up

My Role

Lead Designer

Skills

0-1 Product Launch

Complex Edge Cases

Cross-team Collaboration

Hi-fi Design & Prototyping

Illustration

Research & Testing

Responsive Design

Team

Amita Kheterpal

Carl Morner

Christina Ru

Nicole Lozano

Sergio Wizenfeld

Timeline

1 year

Problem

For low-credit consumers, credit-building options are limited. How might we help them build credit through everyday payments, while driving engagement, loyalty, and differentiation for our digital banking product?

We conducted a mix of research methods to understand the landscape of digital banking and credit-building today—uncovering pain points, opportunities, and inspiration to inform our approach.

1

Payment history comprises 35% of a credit score, but most recurring payments, such as rent, utilities, and subscriptions, aren't automatically included in credit reports.

Payment history comprises 35% of a credit score, but most recurring payments, such as rent, utilities, and subscriptions, aren't automatically included in credit reports.

2

Around 90 million Americans are credit invisible or have subprime credit. They fall victim to traditional credit building options that are interest-bearing and have a high barrier to entry.

Around 90 million Americans are credit invisible or have subprime credit. They fall victim to traditional credit building options that are interest-bearing and have a high barrier to entry.

3

We identified 3 key motivations for customers: the ability to build credit without credit card, getting meaningful rewards for positive financial actions, and fee-free essentials, including no minimum balance, maintenance, overdraft, or transfer fees.

We identified 3 key motivations for customers: the ability to build credit without credit card, getting meaningful rewards for positive financial actions, and fee-free essentials, including no minimum balance, maintenance, overdraft, or transfer fees.

Solution

In a year-long engagement with Experian, I helped lead the end-to-end experience for Experian Smart Money across iOS, Android, and Responsive Web.

Experian Smart Money seamlessly integrates into Experian's broader ecosystem, building on their scalable design system and brand identity. Through close cross-functional collaboration, we delivered an experience that drives both business and customer impact for MVP, while laying the groundwork for future releases.

Experian Smart Money seamlessly integrates into Experian's broader ecosystem, building on their scalable design system and brand identity. Through close cross-functional collaboration, we delivered an experience that drives both business and customer impact for MVP, while laying the groundwork for future releases.

Impact

1

We delivered key MVP features and set a foundation for future improvements post-MVP. Adoption was strong, with 377,000 signups in the first 2 months.

We delivered key MVP features and set a foundation for future improvements post-MVP. Adoption was strong, with 377,000 signups in the first 2 months.

2

Credit scores increased by an average of 13 points for those who participated in credit-boosting features—especially impactful for the 90 million Americans who have little to no credit.

Credit scores increased by an average of 13 points for those who participated in credit-boosting features—especially impactful for the 90 million Americans who have little to no credit.

3

Experian Smart Money has earned a 4.8-star rating on iOS and 4.7-star rating on Android.

Experian Smart Money has earned a 4.8-star rating on iOS and 4.7-star rating on Android.

4

We equipped their team with reusable components, while piloting better systems for file management and developer handoff.

We equipped their team with reusable components, while piloting better systems for file management and developer handoff.

5

We built a strong, collaborative relationship with the client, positioning our team as a trusted partner for future engagements.

We built a strong, collaborative relationship with the client, positioning our team as a trusted partner for future engagements.

Highlight

Value Propositions: Questioning the status quo through A/B testing

Through early inspiration gathering, we found that nearly all digital banking applications begin their account opening flow with a carousel of value propositions. To test its effectiveness, we ran an A/B test to compare the traditional carousel approach with a scrollable, one-pager experience.

Through early inspiration gathering, we found that nearly all digital banking applications begin their account opening flow with a carousel of value propositions. To test its effectiveness, we ran an A/B test to compare the traditional carousel approach with a scrollable, one-pager experience.

We were surprised to find that generally the one-pager was more effective in incentivizing users to sign up for a few reasons:

We were surprised to find that generally the one-pager was more effective in incentivizing users to sign up for a few reasons:

•

It's able to communicate more benefits at a glance

•

It's scannable and easier to digest

•

It scales to fit more than a few benefits

While the structure tested well, we also identified areas for improvement, including:

•

Simpler, more intuitive messaging around building credit

•

Need for social proof in order to build trust

•

Providing clear guidance for users who want to learn more

Option A

Option b

Create your account

EXPERIAN Boost®

Get credit for your bills

Boost your credit scores for free by paying bills with your Experian Digital Checking Account. Results
will vary. Learn more

9:41

Highlight

Account Opening: Enabling long-term engagement while minimizing drop-off

In defining the account opening experience we considered what was required for compliance, what could drive account usage, what could reduce future friction, and what could risk abandonment if surfaced upfront. We used progressive disclosure and carefully designed optional steps to guide users through important actions without adding friction.

In defining the account opening experience we considered what was required for compliance, what could drive account usage, what could reduce future friction, and what could risk abandonment if surfaced upfront. We used progressive disclosure and carefully designed optional steps to guide users through important actions without adding friction.

Highlight

Account Dashboard: Balancing utility, nudges, and long-term engagement

Account Dashboard is the home for Experian Smart Money. We prioritized features that streamline account management, foster engagement, and support credit building—including key actions, recent transactions, and bill tracking at a glance. The layout adapts to user needs, offering setup nudges for new users and value-driven hooks for long-term engagement.

Account Dashboard is the home for Experian Smart Money. We prioritized features that streamline account management, foster engagement, and support credit building—including key actions, recent transactions, and bill tracking at a glance. The layout adapts to user needs, offering setup nudges for new users and value-driven hooks for long-term engagement.

Highlight

Bill Pay: Turning everyday payments into credit-building power

In Experian Smart Money, bill pay goes beyond management—it helps users build credit. We built in prompts to encourage customers to add bills, highlight how bills can strength credit, and celebrate score progress.

The design process was complex due to the sheer number of edge cases. We had to consider manual and verified billers, first-time vs. repeated use, and payee and bill management scenarios.

Highlight

Bill Pay: Turning everyday payments into credit-building power

In Experian Smart Money, bill pay goes beyond management—it helps users build credit. We built in prompts to encourage customers to add bills, highlight how bills can strength credit, and celebrate score progress.

The design process was complex due to the sheer number of edge cases. We had to consider manual and verified billers, first-time vs. repeated use, and payee and bill management scenarios.

Highlight

Bill Pay: Turning everyday payments into credit-building power

In Experian Smart Money, bill pay goes beyond management—it helps users build credit. We built in prompts to encourage customers to add bills, highlight how bills can strength credit, and celebrate score progress.

The design process was complex due to the sheer number of edge cases. We had to consider manual and verified billers, first-time vs. repeated use, and payee and bill management scenarios.

Build credit by paying your bills and subscriptions

Build credit by paying your bills and subscriptions

Get started

Get started

Your Netflix bill is eligible for Boost. Opt in to get credit for your bill payments—it only takes a minute.

Your Netflix bill is eligible for Boost. Opt in to get credit for your bill payments—it only takes a minute.

Let’s go

Let’s go

Congrats! Your credit score went up by 2 points since you’ve added your ConEd bill!

Congrats! Your credit score went up by 2 points since you’ve added your ConEd bill!

Learn more

Learn more

Highlight

Card Actions: Making card management secure and simple

Owning a debit card comes with a suite of essential card management actions—from activating, locking, and replacing your card to changing your PIN and closing your account. We focused on reinforcing trust and security through clear steps, confirmations, and feedback to guide users through each decision with confidence.

Highlight

Card Actions: Making card management secure and simple

Owning a debit card comes with a suite of essential card management actions—from activating, locking, and replacing your card to changing your PIN and closing your account. We focused on reinforcing trust and security through clear steps, confirmations, and feedback to guide users through each decision with confidence.

Highlight

Card Actions: Making card management secure and simple

Owning a debit card comes with a suite of essential card management actions—from activating, locking, and replacing your card to changing your PIN and closing your account. We focused on reinforcing trust and security through clear steps, confirmations, and feedback to guide users through each decision with confidence.

Learnings

In a saturated digital world, we can stand out by questioning the status quo—even testing industry patterns with real customers because what they desire may surprise us.

In a saturated digital world, we can stand out by questioning the status quo—even testing industry patterns with real customers because what they desire may surprise us.

Designers shape not just products, but also better ways of working—from file organization to cross-functional collaboration. Good processes reduce design debt and build trust.

Designers shape not just products, but also better ways of working—from file organization to cross-functional collaboration. Good processes reduce design debt and build trust.

Bottom-up problem solving is powerful, even in environments driven by top-down systems.

Bottom-up problem solving is powerful, even in environments driven by top-down systems.

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