Portfolio

Turning confusion into clarity was critical for this launch. With user research revealing that 60% of applicants struggled to understand the product, I crafted a compelling cross-channel marketing campaign to increase user understanding and product adoption.

Building trust through design was at the heart of my work for Borrowell, a B2C fintech startup. I led the branding, crafting an approachable identity with custom illustrations. To scale production efficiently, I developed a design system and templates that ensured consistency across touchpoints.

Navigating a complex value proposition and technical constraints, I led a strategic pivot in Borrowell’s marketing approach for credit card and personal loan offerings. By shifting focus and targeting strategies, I improved user engagement within the app.

Building trust through design was at the heart of my work for Borrowell, a B2C fintech startup. I led the branding, crafting an approachable identity with custom illustrations. To scale production efficiently, I developed a design system and templates that ensured consistency across touchpoints.

Turning confusion into clarity was critical for this launch. With user research revealing that 60% of applicants struggled to understand the product, I crafted a compelling cross-channel marketing campaign to increase user understanding and product adoption.

I identified key target audiences, including newcomers to Canada and used A/B testing to optimize the landing page for each segment. By customizing hero images and copy to speak directly to the unique needs of these groups, I increased relevance and conversion.

Navigating a complex value proposition and technical constraints, I led a strategic pivot in Borrowell’s marketing approach for credit card and personal loan offerings. By shifting focus and targeting strategies, I improved user engagement within the app.