Categories: Brand Design, Iconography, Web Design, Visual Design, Vendor Management, Research

I joined TransUnion in 2014, hired to build and lead an internal product design and user experience discipline from scratch. Prior to my role, TransUnion’s consumer division was small and represented about one third of overall company revenue, and UI design was a commodity that was outsourced to contractors and agencies. I oversaw product design during an exciting time of growth for the company and led many first-time engagements into new business verticals for our consumer business (See TransUnion Consumer and Finance & FinTech work). To illustrate the scale of projects—beginning with this rebrand as my first assignment—when I moved on five years later, the consumer business represented 57% of the company’s revenue.

The identity and print brand guidelines had already been completed, shown for reference, when I was hired. While I got to work recruiting and building my in-house team, I contributed individually for the following (beginning below the posters, with the icons):

1. Visual Design and Art Direction: Collaborating with one corporate marketing designer and one agency designer, I was a contributing designer on the custom brand icon family. I later extended this family with many more individual design contributions for additional products.

2. Product Design: Applied the newly minted identity and brand guidelines to redesign the corporate website and produce the first digital product style guides.

3. Visual Design: Implemented new branding by re-skinning and freshening TU’s three existing DTC properties (TransUnion Credit Monitoring, TU Plus, and TúCredito) microsites (re-designing for Responsive), web apps, and mobile apps. I would later lead the original creation of five new consumer products and corresponding mobile apps: TrueCredit, TrueIdentity, TU Digital Self Service (Free Freeze and Credit Dispute), and TU’s B2B white label framework.

4. UX Leadership: Led a separate agency engagement to assist in workshopping—with product and marketing executives—our UX consumer product persona research and writing. I initiated and championed this project by compiling legacy marketing segmentation data, harvesting google analytics usage data, and original CX team research to manage the engagement and facilitate workshops to produce five unique DTC product personas.