Re-designing Credit Karma's Most Used Surface

How AI-powered personalization increased revenue by 11% and engagement by 3%.

+11% revenue per user · +3% engagement · 112.2M returning users

The Challenge

Millions of users trust Credit Karma with their financial information, but when they came to the product they could only find their credit scores and credit cards. They couldn't find many of the tools and features designed to help them make financial progress. The navigation was overwhelming and not intuitive.

My Role

• Led product design and content strategy to improve discoverability and engagement using AI to personalize user experiences
• Led design of a publishing system so Product Managers could develop and ship content relevant to users
• Developed a structured navigation system aligned with user intent and product priorities

The Stories System

Using credit report data, we generated highly personalized "stories" — modular cards designed to help members discover specific ways they could make financial progress.

• Data Monitoring Story: Show users where they stand and what they can do about it
• Recommendation Story: Uses eligibility triangulation, surfaces personalized information, makes substantiated data claims
• Signal Story: A way to ask users direct questions to determine intent
• Feature Discovery: A swimlane of broader, more generic opportunities

Outcomes

• +11% revenue per user increase through better personalization
• +3% engagement as users discovered more relevant features
• $3.9M incremental revenue in Q2 alone

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