When: 2025-2026
Role: Senior Product Designer
PM: Limor Mazlin, Melody Chang, Haley Humes
Content: Barbara Gutierrez
Research: Caitlin Nielson
Platform: Mobile Native, Mobile Web, Desktop
Objective:Objective: Credit Karma members authenticate into TurboTax at high volume, but a large share abandon before ever reaching Start — even our best-performing warm welcome experience lost more than half of users, with further drop-off at service-level and SKU selection. I owned three strategic levers — AI-powered onboarding sequencing, warm welcome personalization, and targeted offers — to close that gap and convert more authenticated traffic into filers, without eroding downstream completion (A2C) or revenue per auth (RPA) in the process.
Results: Lorem ipsum
Context
In tax year 2024...
12M new members started onboarding
4 out of 5 abandoned before starting
The core challenge lies in an intent gap:
CK members arrived with a 'check my score' mindset, but failing to transition that mindset into a tax-filing context.
I shifted the tax year 2025 strategy from a one-size-fits-all funnel to a hyper-personalized onboarding flow.
