RESULTS
RESULTS (SO FAR)
INCREASE
Interactions per user by 12%
STABLE
PPC Conversions per day
DECREASE
Abandon Rate by 9%
Equifax.com Redesign
Redesigning for Trust, Speed, and Conversion Facing pressure from agile competitors like Credit Karma, Equifax’s B2C international division needed to overhaul an outdated digital experience to retain market share and boost high-value subscriber acquisition. Key Contributions: User Research & Journey Mapping: Led 40+ qualitative interviews to uncover friction points and emotional triggers across the user journey. Heuristic & Competitive Analysis: Conducted a robust assessment of internal platforms and competitor benchmarks to define market opportunities. UX Redesign & Testing: Created and iteratively tested wireframes for a new digital flow, prioritizing user clarity, trust, and conversion. Cross-Functional Collaboration: Helped unite historically siloed teams around a shared roadmap for rapid transformation. Impact: Delivered a modernized, conversion-optimized experience that met revenue and PPC targets. Increased user trust and engagement through clarity and usability. Helped reposition Equifax in a fast-moving competitive landscape.