Challenge

Best Egg’s legacy brand and aging UX no longer reflected our evolving mission. As we expanded beyond lending into broader financial wellness, we needed to build trust, differentiate from competitors, and present ourselves as a platform that inspires financial confidence.

Yet, our customer research showed people often felt judged, confused, or unsure during key financial moments. Our interface and messaging didn’t reflect our values—or support user control and confidence.

Design Objectives

• Craft a modern, inclusive brand rooted in action, optimism, and credibility
• Redesign all customer touchpoints to feel judgment-free and empowering
• Build a unified design system to drive consistency and scale
• Position Best Egg as a destination employer and partner through elevated design

My Role & Leadership

As UX Design Lead, I drove the design strategy and execution for this rebrand across the full customer lifecycle:

• Directed a cross-functional design team in redesigning every platform experience—including marketing site, onboarding, application, verification, and servicing
• Led the creation of a scalable design system and component library with accessibility, flexibility, and cross-team adoption in mind
• Collaborated daily with engineering leadership to implement and QA UI updates, aligning design specs with real-world constraints and performance needs
• Partnered with marketing and brand to align product and messaging—ensuring tone, color, and visuals created a cohesive emotional experience

Key Outcomes

• Launched new brand and redesigned experiences across web and mobile
• Design system adopted across teams, improving velocity and consistency
• +16% lift in user trust scores, with fewer support calls during onboarding
• Increased talent interest and stronger design culture due to elevated presence
• Positive feedback from users: “It feels modern, safe, and human.”

Reflection

This work went far beyond aesthetics—it was a systemic redesign of how we show up for our customers. I’m proud to have led the effort to build a trustworthy, consistent, and empowering experience rooted in empathy and action. It redefined how people see Best Egg—and how we see ourselves.