The initial project I worked on that exceeded conversion rate forecast by 20%
INFO
I led the end-to-end design of a new instalments flow, building the experience from the ground up — from mapping user motivations to structuring decision points and translating complex financial rules into clear, intuitive steps. I partnered closely with engineers throughout, aligning on logic, edge cases, and technical constraints to ensure the flow was both elegant and feasible.
The result was a streamlined, trustworthy journey that helped users choose, review, and manage their payment plans with clarity and confidence.
I also worked closely with my team members, provided valuable UI and UX insights, as well as context from their projects they were working on allowing us to consider the way iit impacted the overall flow and Information Architecture.
UX STRATEGY & LEADERSHIP
Driving Impact as Lead at Jaja
Many of the tasks I completed at Jaja.
DESIGN OPS
Agile rituals and Kanban practices to keep our design team
Stayed aligned with Product owners by implementing Kanban process in Miro
Service Design
An end-to-end view of touch points, processes, people, and systems
Service Blueprint is a tool I used to find pain and gain points with Product Owners and Engineers..
INSTALLMENTS
Designing a Clear Experience from the Ground Up
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CLEARSCORE<> JAJA
Mobile-First Design with Data Insights
INFO
Thrown into the deep end—with no onboarding, no mobile designs
I ramped up fast, delivered from scratch, and helped beat conversion targets by 20%.
Overview
ClearScore is an aggregator platform that connects users with personalised credit card offers from multiple providers. The goal of the project was to increase the number of successful credit card applications by improving the end-to-end experience.
Users enter the journey via a soft eligibility check on ClearScore’s platform. If approved, they are redirected to apply through our system, where the challenge was to optimise this flow for conversion.
I joined the company and hit the ground running—onboarding was minimal, and within my first week, I was tasked with designing a new, user-friendly experience from scratch.
After reviewing analytics, I saw that over 97% of users were accessing the flow via mobile.
This insight shaped my mobile-first design strategy, ensuring the interface was streamlined, fast, and intuitive for small screens.
Challenge
Desktop screens existed, but there was virtually nothing built out for mobile—despite mobile accounting for 97% of the traffic from ClearScore.
I had to move fast. With tight deadlines and high impact, I created an entirely new mobile-first flow from scratch. I produced wireframes that were reviewed across departments—including Communications, Product Owners, and Engineers—ensuring alignment at every stage.
These quickly evolved into high-fidelity prototypes that were ready for validation and implementation in record time.
I designed multi-step, modular forms to ease user decision-making, reduce overwhelm, and drive faster conversions through streamlined input flows
Action
Using data insights from ClearScore, we identified that “triple lock” offers—those guaranteeing APR, credit limit, and product—were the strongest drivers of user intent and influenced our decision to add it above the fold.
I designed a modular, mobile-first flow that prioritised interaction over input. Instead of long forms, users progressed through clear, tap-friendly modules optimised for thumb zones. Layouts were simplified to suit smaller screens, with a focus on clarity and accessibility.
To boost engagement, I added light gamification elements such as a navigation bar and a circular progress indicator, making the journey feel smooth and rewarding on mobile.
Working closely with the other UX designer, I turned insights into fully interactive, high-fidelity prototypes—delivering on time despite the fast pace and tight deadlines.
Results
The redesigned mobile experience delivered both business results and user impact:
- Click-to-book conversion rate—which measures how many users who see an offer actually go on to click and begin the application process—reached 62–65% on the initial release. This significantly outperformed the original 45% forecast.
- The modular, thumb-friendly layout improved usability on small screens, directly addressing the 97% mobile user base.
- Gamification elements like the circular progress bar helped reduce drop-off by giving users a sense of progress and control.
- The flexible, component-based design also laid a solid foundation for rapid iteration and scaling across other financial products.
What started as a sprint with no onboarding became a repeatable success story that bridged data, UX insight, and fast-paced execution.
