Empowering Financial Confidence:
Designing Equifax's Mobile App Vision

This project aimed to craft a compelling vision for Equifax's mobile app in collaboration with a partner vendor. Using a customer-centric approach, we addressed the needs of users seeking to improve their credit and achieve significant financial milestones, such as purchasing a home or car. By employing the working backward methodology, we uncovered key user pain points and opportunities, leading to a strategic roadmap and a cohesive design system. The result was a prototype and vision that aligned stakeholders, fostered organizational trust, and laid the foundation for a scalable, impactful mobile experience focused on empowering users to make informed financial decisions with confidence.

CLIENT

Discovery Phase: Building a Customer-Centric Foundation

Overview:
To break away from past approaches, we used a working backward methodology, focusing first on understanding the end customer. This involved identifying their pain points, financial goals, and motivations to ensure the product vision would resonate with real-world needs.

Problem:
Equifax’s mobile app users often struggle with managing their credit and making informed decisions for life events like purchasing a house, car, or funding home renovations.

Solutions:
Through a two-day workshop, we:

  • Identified customer personas and mapped their journeys.

  • Highlighted key pain points, such as the stress of understanding credit scores and the lack of tools to visualize financial decision outcomes.

  • Built a foundation for a product vision and storyboard.

Main Takeaways:
The workshop culminated in a high-level product vision:

“Empower users to confidently achieve their financial goals by providing tailored guidance, insights, and tools to improve their credit and make informed decisions for major life milestones.”

My Role:
I built a relationship with our vendor partner to help facilitate the workshop, ensure alignment across teams, and synthesize findings into a clear, actionable vision.

Ideation Phase: Crafting the Strategy

Overview:
Using insights from the discovery phase, we developed a comprehensive strategy focused on engaging paid users. These users represented the most active and motivated customer segment, with the potential for cross-sell opportunities.

Strategy Statement:
Our strategy was to prioritize high value users by:

  1. Educating them on how everyday financial decisions contribute to their long-term goals.

  2. Providing personalized guidance for major life decisions, such as buying a home or car, with tools to forecast the financial impact of different scenarios.

  3. Creating a clear, actionable roadmap for credit improvement and goal achievement.

Roadmap Prioritization:

  • Focus on features that build trust and empower users, such as real-time credit monitoring and goal-setting tools.

  • Incorporate decision-path simulations for transparency and confidence.

My Role:
I collaborated with Equifax on defining the product strategy and roadmap, balancing user needs with business goals to ensure feasibility and scalability.

Design Phase: Bringing the Vision to Life

Overview:
Equifax’s current marketing lacked a cohesive design identity. We addressed this by crafting a consumer-focused visual language and prototyping key moments in the customer journey to align stakeholders and guide the development process.

Problem:
Existing designs felt overly corporate, potentially alienating consumers who needed an approachable and supportive tone. Additionally, technical and organizational constraints required a design that could be implemented iteratively while maintaining fidelity to the vision.

Solutions:

  • Developed a creative direction emphasizing clarity, encouragement, and trustworthiness. This included a clean, lighthearted design style with strong hierarchy to engage users without overwhelming them.

  • Created a prototype to illustrate critical hero moments, such as onboarding, credit tracking, and planning for major life decisions.

  • Partnered with multidisciplinary teams to ensure seamless integration of the creative vision into implementation plans.

  • Delivered comprehensive documentation, including user flows, requirements, and a backlog, to support the development process.

My Role:
I guided the creative vision and prototyping process, aligning internal stakeholders and the design team. I also ensured that implementation planning adhered to the strategic vision while remaining flexible for future growth.

Learn Phase: Measuring Success

Overview:
While implementation is ongoing, the prototype and vision have already proven successful in aligning stakeholders and gaining organizational buy-in.

Key Learnings:

  • Starting with the customer through the working backward method ensured a grounded and impactful vision.

  • Collaboration with the vendor was crucial to overcoming organizational skepticism and fostering trust.

  • Prototyping early enabled stakeholders to visualize the product’s potential and reduced resistance to change.