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Reimagining Financial Wellness for Millions of Users

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Web App

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B2B

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Design System

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Research

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Wireframe

Overview

LendingTree connects millions of Americans with loan and financial solutions—from credit cards to mortgages. But with legacy structures and uneven branding across its marketing ecosystem, we needed to modernize key moments of the experience.

Objectives

Our primary objectives were to improve clarity and usability across high-traffic pages, increase user trust while reducing friction in financial flows, unify the design language across marketing and product touchpoints, and enhance mobile responsiveness to support stronger conversion performance.

MY ROLE

Senior UX/UI Designer, Visual Designer

TEAM

1 Product Manager, 4 Designers, 12+ Developers, 1 Writer

DONE WITH

Figma, Illustrator, Photoshop, ChatGPT, Miro, Zeplin

INDUSTRY

Fintech

Designing for Trust, Clarity & Performance

We needed to support diverse financial products while increasing conversion across high-volume pages, establishing visual consistency, simplifying complex offers and copy for non-expert users, and making the UI feel credible, calming, and mobile-first.

Landing Page Redesigns That Convert

I worked on landing pages, including:

Reverse mortgage
Home equity
Credit score tools

Improvements included:

Modular content hierarchy (benefits first, then proof)
Emotional + financial storytelling through photography and iconography
Button clarity and CTA alignment
Mobile-optimized layouts with sticky headers and simplified forms

I worked on landing pages, including:

Reverse mortgage
Home equity
Credit score tools

Improvements included:

Modular content hierarchy (benefits first, then proof)
Emotional + financial storytelling through photography and iconography
Button clarity and CTA alignment
Mobile-optimized layouts with sticky headers and simplified forms

I worked on landing pages, including:

Reverse mortgage
Home equity
Credit score tools

Improvements included:

Modular content hierarchy (benefits first, then proof)
Emotional + financial storytelling through photography and iconography
Button clarity and CTA alignment
Mobile-optimized layouts with sticky headers and simplified forms

I worked on landing pages, including:

Reverse mortgage
Home equity
Credit score tools

Improvements included:

Modular content hierarchy (benefits first, then proof)
Emotional + financial storytelling through photography and iconography
Button clarity and CTA alignment
Mobile-optimized layouts with sticky headers and simplified forms

Modernizing the LT Homepage

I led the full redesign of the LendingTree homepage—from wireframes to final UI—working closely with product, brand, and marketing stakeholders. The new homepage introduced a fully modular layout system, personalized dashboards, refreshed illustrations, a streamlined financial snapshot UI, and trust-building components like customer testimonials and lender credibility indicators.

Campaign & Marketing Materials

As part of my case study, I am utilizing the “Shipment List” module. This module is a crucial element of the application, featuring six key components including filters, timelines, a map, container view, custom views, and a Prediction Score.

After creating the mockups, I remained involved in the project, overseeing QA and user testing.

Bridging Product with Performance

  High-impact hero graphics and custom app visualizations that aligned with seasonal campaigns and brand partnerships. I also developed a wide range of social and banner ads optimized for performance marketing, adapting layouts for different channels and audiences.    

In addition, I supported partner and sponsorship integrations—designing co-branded creative, landing experiences, and print-ready assets for university and event partnerships like the Clemson campaign.

Landing Page Optimization

I worked on landing pages including reverse mortgage, home equity, and credit score tools.

Improvements included modular content hierarchy (benefits first, then proof), emotional + financial storytelling, clearer CTA alignment, and mobile-optimized layouts.

3. Homepage Evolution

I led the full redesign of the LendingTree homepage—from wireframes to final UI—working closely with product, brand, and marketing stakeholders.

The new homepage introduced a fully modular layout system, personalized dashboards, refreshed illustrations, a streamlined financial snapshot UI, and trust-building components like testimonials and lender credibility indicators.

Landing Page Optimization

I worked on landing pages including reverse mortgage, home equity, and credit score tools.

Improvements included modular content hierarchy (benefits first, then proof), emotional + financial storytelling, clearer CTA alignment, and mobile-optimized layouts.

Homepage Evolution

I led the full redesign of the LendingTree homepage—from wireframes to final UI—working closely with product, brand, and marketing stakeholders.

Bridging Product with Performance

Landing Page Optimization

I worked on landing pages including reverse mortgage, home equity, and credit score tools.

Improvements included modular content hierarchy (benefits first, then proof), emotional + financial storytelling, clearer CTA alignment, and mobile-optimized layouts.

3. Homepage Evolution

I led the full redesign of the LendingTree homepage—from wireframes to final UI—working closely with product, brand, and marketing stakeholders.

Impact

The redesign work at LendingTree led to measurable improvements across core performance metrics and user experience benchmarks. Redesigned landing pages showed up to a 23% increase in conversion rates, thanks to better page structure, clearer CTAs, and mobile-first layouts. Over 10 marketing pages were consolidated and restructured using a flexible set of UX patterns, which reduced development time and enabled faster iteration for A/B testing and campaign launches. The new unified design system brought consistency to the homepage, product pages, and campaign materials—establishing a stronger brand voice, improved usability, and better visual hierarchy across the entire ecosystem.