Collaborated with an art director and copywriter to redesign a series of Credit Karma landing pages that guided users from checking their credit score to exploring personalized recommendations. Enhanced the existing art direction by developing new illustrations and collage-style visuals that extended the brand’s visual language. Updated page layouts in Figma to improve usability, strengthen typographic hierarchy, and create a more intuitive flow across Good, Okay, and Poor credit score experiences. Contributed custom type treatments and approachable artwork that made key entry points, such as credit education resources and offer comparisons, more visually engaging and easier to navigate.
Credit Karma
Art Director: Fay Chang
Design/motion: Tom Eibling
Copywriter: Tim Shay
Art Director: Fay Chang
Design/motion: Tom Eibling
Copywriter: Tim Shay
Art Director: Fay Chang
Design/motion: Tom Eibling
Copywriter: Tim Shay
Collaborated with an art director and copywriter to redesign a series of Credit Karma landing pages that guided users from checking their credit score to exploring personalized recommendations. Enhanced the existing art direction by developing new illustrations and collage-style visuals that extended the brand’s visual language. Updated page layouts in Figma to improve usability, strengthen typographic hierarchy, and create a more intuitive flow across Good, Okay, and Poor credit score experiences. Contributed custom type treatments and approachable artwork that made key entry points, such as credit education resources and offer comparisons, more visually engaging and easier to navigate.
Credit Karma
Landing Page
Landing Page
Landing Page
Excellent SCORE Page
Good SCORE Page
FAIR SCORE Page
The New Entry Point
Redesigned the Credit Karma landing page to transform a high-anxiety moment—checking one's credit score—into an empowering, confidence-building experience that immediately guides users toward personalized recommendations.
Business goal
Drive users from passive score viewing to active engagement with recommendations, boosting conversion to product actions (e.g., pre-qual offers).
User challenge
Overwhelm and anxiety from dense financial info lead to confusion and high drop-off before recommendations.
Key constraints
Maintain brand warmth/trust (friendly illustrations, approachable tone), adhere to regulatory clarity requirements, and work within legacy modular framework for scalability.
Excellent SCORE Page
Good Score Page
Fair Score Page
Excellent SCORE Page
Good Score PAGE
Fair Score PAGE
Designed for
clarity and
emotional comfort
Designed for clarity and emotional comfort
↑ Engagement, ↓ Bounce Rate
Invent
& Simplify
Used editorial storytelling and visual structure
↓ Friction, ↑ Trust
Deliver
Results
Built a high-performing, reusable design system
Set a new internal
creative benchmark
Designed for
clarity and
emotional comfort
Designed for clarity and emotional comfort
↑ Engagement, ↓ Bounce Rate
Invent
& Simplify
Used editorial storytelling and visual structure
↓ Friction, ↑ Trust
Deliver
Results
Built a high-performing, reusable design system
Set a new internal
creative benchmark