Marketing and AI Personalization (Lead)

• Led end-to-end AI personalization strategy partnering with data science and engineering building behavioral segmentation and recommendation models to deliver personalized Home Lending tiles, boosting CTR and first time visitor engagement

• Uncovered the public site as the conversion bottleneck, aligned executives, and led a redesign generating a 33% conversion lift.

• Built a plug-and-play offer template using atomic design, enabling zero design/engineering lift for new campaigns and accelerating marketing velocity by 3 sprints

Application and Fulfillment

• Eliminated 10% drop-offs on employment page and mitigated credit concerns with multivariate testing and content strategy.

• Mapped end-to-end journeys and created a service design blueprint that aligned product, content, engineering and executive leadership to introduce self-service capabilities and boost operational efficiency for advisors (time per loan fulfillment)

• Designed the complete 0→1 HELOC experience, with a research based rate tool that improved lead quality and user confidence

• Transformed data management by re-imagining workflows and designing a one-stop project management tool to eliminate the need for multiple spreadsheets and software

• Spearheaded research training for product designers by conducting “Voice of the Customer” interviews to gather user data and improve relationships with internal and external stakeholders

• Documented gaps in the current design system, audited information hierarchy and proposed a component enhancement to improve global navigation

Assisting in elevating UX Club to the next level by providing insight and advice to the current executives

• Organized events to promote user-centered design with 150+ attendees including students and industry experts

• Collaborated with companies across the DFW area such as Capital One, Dialexa, Home Depot, Intuit, Paycom, Bottle Rocket, Intuit, Samsung, American Airlines and many more

• Lead the officer team of 18 students and supervised end-to-end event planning logistics including marketing, finances, and corporate connections

• Contributed to an increase in event attendance by 75%

We were asked to address the problem of lack of awareness on the rich culture and history of Dallas. Our team approached this from business, engineering and design perspective. After brainstorming ideas and conducting extensive user research, we came up with an innovative solution of guiding users through the city of Dallas using an interactive scavenger hunt. We concluded our experience by presenting our functional prototype, "D-Tour" to Dialexa.