I led end-to-end design for the Affirm Money Account, a new financial product built to support Affirm’s bet on expanding into everyday payments. I owned the full product experience, from first-time setup to ongoing use, and partnered closely with product and engineering leads to shape strategy, define scope, and drive execution. My work spanned the core Money tab experience and integration with the Affirm Card product, ensuring AMA worked seamlessly within the broader app ecosystem.
Beyond launch, I continued to lead iteration on key behaviors tied to product success. When recurring deposit setup rates declined, I worked with product and data to investigate root causes, refine hypotheses, and redesign the deposit flow. The updated UX doubled recurring deposit setup and directly supported card activation goals. I remained responsible for design decisions and delivery across both launch and post-launch phases.
Impact
+107% end-to-end onboarding conversion
+133% Affirm Card activation rate
~$100M+ forecasted annual GMV
UX and onboarding patterns adopted across multiple product teams
Oversaw design execution across senior and staff-level collaborators