Revitalizing PenFed's
Personal Loan Experience

Redesigning outdated personal loan pages to streamline consumer’s access to financial solutions and empower members to improve their quality of life.

Project Overview

PenFed’s existing onboarding application was outdated, desktop-first, and inconsistent across product lines. My role was to lead the redesign into a mobile-first, unified experience that improves usability, increases product adoption, and supports long-term scalability through a new Design System.

Objectives

Modernize onboarding experience
Enhance best practices & accessibility
Make mobile-first flow
Increase membership conversion rates
Increase cross-product offers
Create a scalable Design System to support future product applications across lines of business.

My Role and Responsibilities

Led the end-to-end UX/UI redesign process for multiple product lines
Managed and mentored senior UX designer.
Created detailed project roadmaps and timelines.
Set up Confluence pages to track requirements and progress.
Led weekly design syncs with Head of Product and stakeholders.
Design System Development: Defined reusable components, typography, color palettes, and interaction patterns for long-term use.

Objectives

Modernize onboarding experience
Enhance best practices & accessibility
Make mobile-first flow
Increase membership conversion rates
Increase cross-product offers
Create a scalable Design System to support future product applications across lines of business.

Research & Audit

- Conducted a UX audit of existing application flows for deposits, credit cards, auto loans, and personal loans.
- Identified friction points, redundancy, and inconsistent brand alignment.

User Flow Redesign

Consolidated fragmented flows into a single, adaptable onboarding framework and designed branching logic for declined applications, incomplete forms, and cross-sell opportunities.

Wireframing & Prototyping

Created low-to-high fidelity prototypes for mobile-first design.
Ran stakeholder reviews and iterated based on feedback.

Design System Creation (In progress)

Built foundational components (buttons, form fields, modals) with responsive behavior.
Documented patterns for consistent use across teams.

Objectives

Modernize onboarding experience
Enhance best practices & accessibility
Make mobile-first flow
Increase membership conversion rates
Increase cross-product offers
Create a scalable Design System to support future product applications across lines of business.

My Role and Responsibilities

Led the end-to-end UX/UI redesign process for multiple product lines
Managed and mentored senior UX designer.
Created detailed project roadmaps and timelines.
Set up Confluence pages to track requirements and progress.
Led weekly design syncs with Head of Product and stakeholders.
Design System Development: Defined reusable components, typography, color palettes, and interaction patterns for long-term use.

My Role and Responsibilities

Led the end-to-end UX/UI redesign process for multiple product lines
Managed and mentored senior UX designer.
Created detailed project roadmaps and timelines.
Set up Confluence pages to track requirements and progress.
Led weekly design syncs with Head of Product and stakeholders.
Design System Development: Defined reusable components, typography, color palettes, and interaction patterns for long-term use.

Impact and Outcomes

The redesign significantly enhanced PenFed's personal loan experience, prioritizing data-driven info to address user pain points and drive a substantial increase in loan applications from both new and existing members.

Quantifiable Results:

24% Increase in Site Traffic
12% Increase in Loan Acquisition
Growth in New Membership
Introduction of 4 New Loan Solutions
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