Making everyday value worth coming back for.
Helping consumers discover value, make confident decisions, and build a longer-lasting relationship with the product.
The challenge
A freemium-to-premium financial wellness platform needs to deliver value before asking consumers to upgrade—and keep delivering value after they do. Enrollment, product discovery, and ongoing engagement all contribute to that relationship. Even consumers who first arrive for a one-time regulatory service—like a dispute or a credit freeze—represent an opportunity for a longer relationship when the experience delivers value from that first visit.
How value compounds
Redesigned enrollment, upgrade, and decision-making experiences make the premium choice clear and confident—not pushy. The conversion figure reflects the broader growth and optimization program, not this stage alone.
Each stage feeds the next: value delivered after the upgrade is what earns the next month. Tap a stage to explore.
Conceptual framework — interactiveA confident upgrade choice
Side-by-side choices, plain-language value, and an equally easy “stay free” path build confidence—which is what sustains conversion and retention. Switch plans and choose one.
What I led
- Redesigned enrollment, upgrade, and decision-making experiences to improve premium conversion.
- Created an organic acquisition on-ramp by enabling Single Sign-On enrollment for TransUnion Service Center consumers—converting one-time regulatory interactions (disputes, freezes) into continuous credit health management and downstream monetization.
- Launched personalized financial recommendations and offers that helped consumers discover, compare, and act on tailored credit and lending products.
- Used segmentation strategies, behavioral insights, and iterative value delivery to improve retention.
- Partnered across research, design, data science, marketing, and engineering on consumer discovery and journey design.
A key product decision
Give consumers more than one way to find value.
The financial wellness experience needed to support consumers with different needs and levels of willingness to pay. A premium subscription could serve some consumers, while free credit insights and relevant financial offers could create value for others.
I helped shape a freemium-to-premium experience that connected free membership, personalized recommendations, and paid capabilities. My work spanned enrollment, product discovery, upgrade decisions, and ongoing engagement.
The tradeoff was a more complex value proposition. We needed to make the differences between free membership, premium benefits, and financial offers understandable without overwhelming consumers or making every interaction an upgrade prompt.
Across the broader growth and optimization work, premium conversion increased 20% and average customer retention extended from approximately 4 to 7 months. These were program outcomes supported by multiple improvements, rather than the result of one isolated change.
The outcome
Average customer retention extended from approximately 4 months to 7 months across the broader growth and optimization program. The conversion and retention results reflect multiple improvements, not one isolated change.
The product perspective
Sustainable monetization starts with relevant consumer value. Clear choices and personalized experiences can support both customer confidence and business growth.
Let’s build something people love.
Consumer products. Meaningful problems. Built with care.