Categories: Consumer, Architecture, Interaction Design, Creative Direction, Research, Testing

Background
Following Congress's 2018 legislation requiring free consumer credit freeze offerings in response to the 2017 Equifax breach, TransUnion needed to redesign its legacy consumer self-service platform and launch a "Free Freeze" website and app. The project had a tight 90-day deadline to deliver a scalable, user-friendly solution integrated with the concurrent Credit Dispute project.

The Challenge
Another goal was to drive traffic to TransUnion’s premium services. To support this, I introduced KPIs to measure engagement and task completion, enabling data-driven design decisions. During pilot testing, we saw a troubling drop in conversions. After reviewing our analytics, I discovered that a clunky ad experience disrupted user task completion. To resolve this, I implemented an A/B test for a new interaction design that improved task completion time and user satisfaction. 

My primary role was directing the design team and design strategy, while I also:

• Partnered with CX teams and Call Center agents to analyze call logs, observe support interactions, and identify pain points in freezing credit.

• Conducted user surveys, usability testing, and rapid prototyping to inform a Single Page App design powered by behavior-driven content that reduced tasks and cognitive load for our users.

• Managed stakeholder alignment across Legal, Compliance, Product, and Engineering.

• Contributed individually with low-fidelity design, information architecture, architectural design in collaboration with technical architects, and quantitative testing.

Impact
Our design delivered a

• Seamless Mobile First web experience, and an app store rating of 4.7 stars.

• 14% increase in self-service engagement across the platform.

• 26% reduction in support-related phone calls, significantly lowering operational costs.

The solution received public praise from TransUnion’s C-suite for its success in improving user experience and business outcomes.