MONEYLION
Role
Staff Product Designer
Team
Product owners, Illustrator, Engineers
From Static Feed to Intelligent Financial Platform and Community
I led the design of the Discover Feed and Community—transforming them into a personalized, high-engagement platform that drives daily usage, connections, and revenue for 18M+ users.
This became MoneyLion’s primary engagement and monetization surface.
PROBLEM
Starting Point: A Fragmented Experience
The original experience was a static, one-way feed. Users could scroll, but not engage. There was no sense of community, limited personalization, and little reason to return daily.
As a result, engagement was low, and the feed was not contributing meaningfully to business growth.
Opportunity
Reimagine the feed as a personalized financial destination—bringing together tools, education, and community into a single experience users return to daily.
Transform it from passive content into an active platform that drives engagement, builds trust, and supports long-term financial growth.
Defining the Platform
I defined a dual-layer experience that combines a personalized “Today” feed of financial insights, tools, and content with a social community where users connect, share progress, and learn from one another.
This established the foundation for a scalable engagement and monetization platform.
Reimagining the Experience
SOLUTION
Redesigned the feed into a modular, scalable system built for personalization, flexibility, and rapid iteration—enabling the platform to evolve alongside user needs.
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.
Creating & Sharing Content
Introduced intuitive creation flows that made it easy for users to post, share milestones, and participate—significantly increasing content generation and community participation.
From Passive to Participatory
Introduced social interactions, including comments, reactions, polls, and ranking systems—transforming users from passive viewers into active contributors.
Engagement became driven by participation, not just consumption.
Expanded the Discover experience to desktop, enabling deeper exploration, content consumption, and community interaction across platforms.
Extending to Web
Designed dynamic user profiles showcasing activity, achievements, and credibility—creating identity, recognition, and motivation within the community.
Public Profiles
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.
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.
Shareable Milestones
Results
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.