Categories: DTC, Strategy, Research, Testing, Architecture, Interaction Design, Product Design, Motion Design, Creative Direction

Background:
In 2018, TransUnion set out to create Credit Compass™, a redesigned and enhanced version of its Credit Simulator product. Originally a data service for third-party partners, the goal was to transform it into a user-friendly, branded tool for TransUnion’s consumer products. This new offering aimed to provide greater value to subscribers while differentiating TransUnion in the consumer market.

The challenge:
The project faced significant challenges. Legal and regulatory complexities had previously prevented TransUnion from building a branded Simulator. Additionally, the legacy product was overly technical and data-heavy, with partner feedback highlighting that the experience was overwhelming and unintuitive for their customers. With the CEO and executive leadership closely monitoring the initiative, the pressure was high to deliver a first-party product that would not only drive revenue but also serve as a model for third-party sales.

My team was tasked with redesigning the Credit Simulator and its primary credit score chart, integrating a new data model while simplifying the overall experience. The goal was to improve consumer engagement, retention, and usability on TransUnion’s direct-to-consumer platform. We succeeded in creating a tool that educated and empowered users while meeting strict revenue and compliance goals.

To address these challenges, I led my team through the following:

Validating New Strategies: Collaborated with UX researchers and our legal team to survey users and test visual concepts, revealing that actionable insights and educational tools were far more valued than the promotional content included in the original product.

Challenging Assumptions: Prototyped and tested alternative approaches, ultimately shifting the strategy from ad-driven revenue to a human-centered product focused on user education and empowerment.

Design Process: Partnered with Engineering Architects and stakeholders to develop new data models and mental models. I contributed hands-on to UX architecture, prototyping, animation, and user testing. I also directed lo-fi ideation, hi-fi design, and iterative research to ensure alignment with business goals, consumer needs, and strategic storytelling for C-suite stakeholders.

Design Execution: Directed the transformation of the Credit Simulator into Credit Compass™, incorporating gamification and education. The tool allowed users to set credit score goals and receive personalized action plans with tailored insights to achieve them.

Result:
Within three months of launching, Credit Compass™ achieved:

• A 10% increase in retention compared to the legacy Credit Simulator, translating to an additional $15/month in average revenue per user (ARPU).

• A projected $1.1 million increase in annual recurring revenue (ARR).

• Positive feedback from partners and consumers, who described the product as intuitive, educational, and valuable for understanding “the credit game.”