U.S. Bank — Credit Card Browse & Compare

Sr. UX / Visual Designer

Turning fragmented browsing into a clear, conversion-focused experience

Helping customers understand tier benefits and make confident banking decisions

Role: Lead UX & Visual Designer (Sole Designer)
Timeline: Q1–Q2 2024 Scope: Browse + Compare + Product Pages

Impact: +4% app starts, scalable component system for Test & Learn

OVERVIEW

U.S. Bank’s credit card experience was fragmented across browse and product pages, making it difficult for users to compare options and confidently choose a card.

I led the end-to-end redesign of the Browse & Compare experience, creating a more cohesive, scalable system designed to improve usability and drive application starts.

PROBLEM

The existing experience had several issues

• Inconsistent experience between browse and product pages
• Limited filtering and weak comparison tools
• Key features (like rewards calculators) were underutilized
• Outdated layout that lacked hierarchy and clarity
• No strong foundation for ongoing optimization

OPPORTUNITY

Create a modern, connected browsing experience that

• Improves discoverability and comparison
• Simplifies decision-making
• Establishes reusable component
• Enables continuous optimization through Test & Learn

ROLE

I was the sole UX and visual designer, responsible for

• End-to-end design (research → UX → UI → delivery)
• Leading cross-functional alignment (product, engineering, marketing, analytics)
• Defining scalable components and patterns
• Ensuring accessibility and brand consistency
• Supporting implementation and testing strategy

RESEARCH & INSIGHTS

Using internal research, analytics, and competitive audits, I identified key gaps

What was working

• Clean visual direction
• Strong product offerings

What was broken

• Users struggled to compare cards
• Filters were too limited (no multi-select, missing key categories)
• Important tools were hard to find
• Decision-making required too much effort

DESIGN STRATEGY

I focused on three core principles

What was broken
Make key benefits and differences immediately visible

Guided decision-makin
Help users narrow options faster with better filtering and structure

Scalable foundation
Design components that support testing and future iteration

SOLUTION

I introduced a system of modular, reusable components across the experience

Card Header with Pill Filters

• Quick filtering by user intent
• Reduced cognitive load
• Enabled multi-path browsing

Page Navigation within Header

• Faster movement across sections
• Improved way finding

Single Panel Card Details (1-across)

• Focused, scannable card layout
• Better hierarchy of rewards and benefits
• Mobile-first readability

Test & Learn Integration

• Built components to support A/B and DTO testing
• Enabled continuous optimization without redesign

Improved Browse → Detail Continuity

• Consistent structure across pages
• Reduced friction in the decision journey

PROCESS

I led the work through a structured but collaborative process

• Partnered with research and analytics to define problems
• Facilitated cross-functional ideation sessions
• Designed and prototyped high-fidelity solutions in Figma
• Iterated through usability testing and stakeholder feedback
• Delivered specs and worked closely with engineering through build
• Supported Test & Learn setup for post-launch optimization

IMPACT

The redesign delivered both immediate and long-term value

• Improved clarity and usability across browsing and comparison
• Established a scalable component system
• Enabled ongoing experimentation through Test & Learn

+4% increase in credit card application starts

IMPROVEMENT

• Introduce a dedicated comparison view (table or expandable tray)
• Expand filtering with more user-relevant categories
• Increase visibility of tools like the rewards calculator
• Continue iterating based on experiment data

TAKEAWAY

This project wasn’t just a redesign, it was a foundation shift.
I turned a fragmented experience into a clear, scalable system that improves how users choose credit cards while enabling the business to continuously optimize and grow.