WalletHub is a U.S.-based personal finance platform that helps millions of people compare financial products and make everyday money decisions.

Its growth depends heavily on clarity, trust, and helping users understand complex information quickly.

CLIENT

PRODUCT

PLATFORM

TIMELINE

WalletHub

Personal finance platform

2017 project

Web & iOS + Android

This case study contains information from work completed under non-disclosure agreements (NDA). Sensitive details have been modified or omitted to respect confidentiality obligations. The content represents my personal analysis and work contributions, and does not necessarily reflect the views or positions of WalletHub.

CONFIDENTIALITY NOTICE

I led UX across multiple initiatives spanning growth and product. My work included improving high-traffic entry points, designing financial tools, shaping insurance experiences, and contributing to the mobile app used by millions.

I worked closely with product managers, analysts, and engineers throughout, helping align user needs with business goals while keeping the experience clear and consistent.

MY ROLE

Comparing options. Users actively choosing between credit cards, loans, or insurance plans who needed quick clarity.

Designing for these groups meant balancing speed, clarity, and explanation across the experience.

Managing finances. Returning users tracking credit health and looking for ways to improve over time.

Still learning. Less experienced users who needed guidance through complex topics.

USERS BASE

WalletHub supports a wide range of users making different kinds of financial decisions.

LANDING PAGE

Making entry decisions clearer

I worked on improving high-traffic entry web-pages that introduced users to financial products and tools.

Key entry pages saw high drop-off because dense layouts, buried tools, and competing messaging made it harder for users to quickly understand their options and move forward.

PROBLEM

Balancing multiple business priorities on high-traffic entry pages while reducing friction and making key decisions easier and faster for users.

CHALLENGE

Improving first decisions

SOLUTION

Clearer hierarchy. Simplified layouts so key actions stood out immediately, and users could move forward without hesitation.

Less visual noise. It reduced competing elements and tightened the structure to make scanning faster and easier.

Tools earlier. Brought search and comparison tools forward to support quicker decision-making.

TAKEAWAY & RESULTS

Increase in clicks to comparison and tool pages

Reduction in early drop-off across key entry flows

14%

33%

Simplifying structure and focusing on clarity had the biggest impact on both engagement and conversion.

CALCULATOR

Simplifying financial tools

I led design across multiple financial calculators used throughout acquisition and engagement journeys.

We saw that inconsistent structures, complex inputs, and unclear outputs made calculators harder to complete.

PROBLEM

Simplifying calculator experiences

SOLUTION

Simpler input. Streamlined input structures so users could complete calculations with less effort.

Step-by-step flow. Used progressive disclosure to reduce overwhelm and guide users through each step.

Clearer results. We clarified outputs and built reusable patterns across tools for consistency.

RESULTS

Improvement in completion rates across key calculator flows

Increase in traffic driven by calculators

14%

33%

These improvements made calculators easier to complete and increased their overall use across the platform.