Turning discovery into daily engagement
Role
Principal Product Designer
Team
Product owners, Illustrator, Engineers
A personalized feed that connects content, community, and financial tools—driving daily engagement, scaling from 3M to 18M users, and becoming the primary revenue surface.
STARTING POINT
From tools to retention
MoneyLion offered a wide range of financial tools, loans, credit, investing, and banking, but they were separate experiences rather than a connected system.
Users would complete a task and leave. There was no ongoing journey, no reason to return, and limited engagement across the platform.
The opportunity was to move beyond tools and design a system that drives continuous engagement, retention, and growth.
Scaling a unified visual system
To support this shift, the visual system needed to evolve from a set of UI patterns into a unified language that could scale across the entire platform.
I defined and scaled a cohesive visual system across typography, color, motion, and illustration, redesigning the app and creating flexible templates across product, feed content, marketing, and web.
This brought consistency across the ecosystem, accelerated design and development, and enabled teams to move faster while delivering a more cohesive, recognizable experience.
It also introduced a distinct visual identity—bringing personality, motion, and moments of delight into a space that was previously purely functional.
THE APPROACH
Designing a system for engagement
I didn’t want to just build a feed; I wanted to create something people would actually come back to.
The experience brings together personalization, content, community, and financial tools, enabling users to discover, interact, and take action in a single flow.
The system:
Insights — personalized financial content that feels relevant and educational
Community — social interaction that builds connection, trust, and encourages
Expression — ways for users to react, share, participate
Action — clear pathways into financial tools and next steps
EXTENDING THE EXPERIENCE
From engagement to learning
We started with simple surveys and evolved them into Money Lessons, a full learning hub.
Users can take quick quizzes, build financial knowledge, and feel progress along the way. Inspired by Duolingo, the experience adds encouragement, rewards, and momentum, making money feel more approachable.
COMMUNITY
Designed for participation
Finance is personal and often isolating. The community changes that.
People share, react, ask questions, and celebrate wins, turning the product into a place to connect, not just transact.
It's one of my favorite parts of the product. Watching people celebrate a debt payoff or ask for real advice from peers, that's the kind of engagement that actually means something.
SOCIAL IDENTITY
Profiles designed for connection
I redesigned profiles to showcase interests, activity, and milestones, making it easy to discover others in the community while turning achievements into something meaningful that users are proud to share.
Impact
18M+ Users
Helped scale MoneyLion from 3M to 18M+ users by evolving Discover into the app's personalized home for financial content, community, and tools.
400x Revenue Growth
Discover became the company's highest revenue-generating product, achieving 400× growth in quarterly revenue over four years and contributing to MoneyLion's acquisition by Gen Digital.
Industry Recognition
Recognized as Best Financial Literacy Tool (Benzinga Global Fintech Awards) and helped propel MoneyLion to #1 in Finance on the App Store.