One platform. Millions of better experiences.
Building a unified consumer experience without losing the trust of the people who already rely on it.
The challenge
Three legacy consumer platforms had distinct identity, authentication, account management, and billing experiences. Launching TU Credit Essentials meant bringing these experiences together while maintaining consumer trust and minimizing churn.
New offerings that build the relationship
Identity protection
Dark web scans and personal watchlists turn protection into a living service: every new exposure or added item is a reason to come back—no marketing push required. Tap an alert, or add something to the watchlist.
Interactive credit score & insights
Interactive tools turn a monthly check-in into a habit: every action a consumer takes surfaces new insights to explore. Tap a factor to see its insight.
Offers marketplace
A personalized, always-fresh marketplace gives consumers a reason to keep coming back—and turns credit insight into real value, not a hard sell. Scroll, filter, and tap an offer to explore.
What I led
- Owned end-to-end product and go-to-market strategy for TU Credit Essentials, from consumer needs assessment and roadmap development through launch and ongoing optimization.
- Led the migration of approximately 5M subscribers onto a single freemium-to-premium platform, enabling the retirement of legacy applications.
- Expanded the direct-to-consumer offering set with new capabilities—identity protection, interactive credit score and insights, and a personalized offers marketplace—to deepen engagement beyond the core report and score.
- Defined strategy and requirements for a new IAM/KYC platform supporting unified identity, account portability, Single Sign-On, and cross-product experiences.
- Partnered with UX Research, Design, Data Science, Marketing, and Engineering to define onboarding, engagement, monetization, and retention journeys.
A key product decision
Make account continuity part of the product launch.
Launching TU Credit Essentials meant bringing approximately 5M subscribers from three legacy platforms into one experience. Those consumers already had accounts, subscriptions, and expectations about the service they were paying for.
I treated migration as part of the consumer product experience, connecting identity, authentication, account management, and billing requirements with the launch of the new platform. The work needed to support both existing subscribers moving into the product and new consumers joining it.
The tradeoff was a more complex launch scope. New capabilities had to be delivered alongside the work required to preserve access and subscription continuity.
Approximately 5M subscribers migrated to the unified platform, enabling retirement of three legacy applications while minimizing churn. The product lesson was that continuity is itself a form of consumer value.
The outcome
The launch modernized a $200M+ consumer business. Across the broader transformation and journey optimization program, verified active users increased by 40% and account recovery contacts fell by 50%. These shared outcomes also appear in the Identity & access case study; they are not attributed to the launch-continuity decision alone.
The product perspective
Trust is part of the product experience. Identity and account continuity matter just as much as new functionality when consumers move to a new platform.
Let’s build something people love.
Consumer products. Meaningful problems. Built with care.