Credability is a regulated fintech product. Every design decision carried compliance weight - from data capture flows to how financial information was presented to users who, in many cases, were financially vulnerable. Getting the balance between user clarity and regulatory obligation right wasn't optional. It was the job.
UX / Product Thinking.
The product grew in real time, which meant every new feature had to work within a live system that real people were using every day. There was no blank canvas. Analytics from MixPanel and HotJar were mapped against funnel data to identify drop-off - and the findings shaped two of the most significant redesigns of the platform's growth phase.
The sign-up funnel was reduced from a 15-screen, 19-input journey to 6 screens and 6 inputs - without removing a single compliance requirement. Every cut was justified by user data.
The Credit Card First feature came directly from CRM analytics. A significant proportion of users dropping out of the full sign-up had come for one thing: a credit card. Rather than fight that behaviour, I designed a dedicated lightweight journey for those users - full onboarding triggered only after a successful application. The result was a 3–4x improvement in application completion rates.
Execution & Collaboration.
Cross-functional throughout. Worked alongside Product, Engineering, Data, Growth, CRM, Content and Compliance - often as the connective tissue between functions, translating strategy into UX decisions and communicating those clearly across the organisation.
Impact.
2.5 million registered users. 500k+ weekly active. 4–8% year-on-year growth in paid adoption across DarkWeb Shield and credit broker services. Drop-off reduced with every release cycle.
