Achieve - Lead Product Designer

Build an end-to-end debt quiz > Generated $250k in leads in a week with an end-to-end debt quiz

I designed a Debt Health Quiz, which centers on a fun and simple quiz that gives you a personalized score from 0 to 100—revealing how well you're managing your debt. By blending engaging survey data with insights from a diverse team, the project makes understanding debt less intimidating and more actionable.

💻 Take the quiz!

Step 1

Goals and KPIs

With a clear focus on building brand awareness and thought leadership, the goal of the campaign was as follows:

Drive engagement through campaign ads, linking users to the quiz landing page
Boost our consumer confidence and deliver measurable engagement outcomes, including increased site visits and time on page
Based on individual scores, consumers receive personalized product recommendations and are guided to take the next steps in a product flow

Step 2

Design Strategy

Survey Design: Include 8–12 questions using structured multiple-choice and “select all that apply” formats to minimize cognitive load and streamline completion.
Scoring Logic: Utilize a three-tiered scoring system (Poor, Fair, Good) calculated via a weighted average across all responses to deliver a personalized assessment.
Results Page Architecture: Display a customizable results screen featuring:
- Debt Score and Resolution Pathway
- Product Matching Flows: Multi-product and loan-first onboarding journeys
- Interactive Engagement Tool: Helps users explore resolution options based on their score
- Personalized Content Modules: Educational articles, lifestyle posts, and videos (e.g. “How It Works,” member success stories) to drive understanding and conversion.

Step 3

Ideation

I began by wireframing a 12-question quiz, then tested shorter versions to evaluate the impact of quiz length on user completion and engagement.

I refined interstitial screens, progress indicators, and quiz-style UI to improve clarity, reduce friction, and boost perceived momentum.

To align with the brand campaign, we added pill-shaped indicators to show quiz progress and grouped questions into named categories to set clear expectations and improve navigation.

Step 4

Hand-off

Given the quiz format and evolving elements—such as copy, eyebrow text, and survey style—we developed a lightweight prototype for the engineering team. It included key transitions like a loading screen before the results page.

Final Designs

A key focus of the survey experience was personalization—ensuring users felt supported, as if a team was behind them addressing their debt-related concerns. Our final designs reflect this approach, offering a high-level view of how we brought that sense of guidance and empathy to life.