A daily destination for financial insight, community, and action
MONEYLION
Role
Staff Product Designer
Team
Product owners, Illustrator, Engineers
Built a personalized content and community system that drives daily engagement, learning, and revenue.
OVERVIEW
Most financial apps are transactional—users come in, complete a task, and leave.
We saw an opportunity to create something different: a daily destination that keeps users engaged, informed, and connected to their financial lives.
I defined the product direction and led the design of MoneyLion’s Discover Feed—transforming it into a personalized content and community platform that drives daily engagement, retention, and revenue.
STARTING POINT
A static feed with limited engagement
Content was generic and not personalized
Interaction was limited to passive consumption
No community or social layer
Low repeat engagement
INSIGHTS
Finance apps aren’t built for daily use
Most financial tools are designed around:
checking balances
managing transactions
completing one-time tasks
Engagement drives financial outcomes
Users improve their financial behavior through:
repeated exposure to relevant content
small, continuous actions
feedback and reinforcement over time
From feed → engagement system
SOLUTION
Built as a connected system:
Content — personalized financial insights and discovery
Community — social interaction and shared learning
Action — tools, recommendations, and next steps
Evolving the Visual System
Defined a cohesive visual language across the feed, including typography, color, motion, and a custom illustration system—bringing clarity, consistency, and a more expressive, engaging brand experience.
ENGAGEMENT LOOP
Designed for repeat behavior
Daily content keeps users coming back
Interaction builds participation and connection
Ongoing discovery increases financial awareness
Seamless transitions into tools and products drive action
Turning finance into a shared experience
Posting, commenting, and reactions
Sharing financial wins and milestones
Polls and interactive content
Public profiles and engagement signals
This transformed the experience from passive consumption → active participation
Expanded the Discover experience to desktop, enabling deeper exploration, content consumption, and community interaction across platforms.
Extending to Web
Public Profiles
Designed dynamic user profiles showcasing activity, achievements, and credibility—creating identity, recognition, and motivation within the community.
Data-Driven Personalization
Leveraged behavioral data to surface relevant content, tools, and financial opportunities—making the feed increasingly personalized and actionable over time.
Defined the strategy and roadmap in partnership with Product, Engineering, and Data, aligning on a vision for personalization at scale. Led the redesign across visual identity, UI, and system patterns to support dynamic content and rapid iteration.
Used AI tools to explore concepts, accelerate research, and gather feedback early in the process. Validated decisions through user testing, A/B experiments, and behavioral insights, while prototyping and communicating ideas to drive alignment and execution.
Collaborated closely with cross-functional teams to deliver, iterate, and continuously improve the experience.
Shareable Milestones
Created a scalable system for financial achievements and shareable moments—turning personal progress into social content and one of the most shared experiences on the platform.
Impact
18M+ Users
Scaled from 3M to 18M+ users, with my redesign and the Discover feed driving acquisition, engagement, and platform growth at scale.
4x Revenue Growth
The Discover Feed is the top revenue driver in the app, increasing quarterly revenue 4× and contributing to the company’s continued growth and acquisition by Gen Digital.
Industry Recognition
The product received Best Financial Literacy Tool (Benzinga Global Fintech Awards) and helped propel the app to #1 in Finance in the App Store.