Freedom Debt Relief - Lead Product Designer
In the 2022 Freedom Debt Relief website redesign, we overhauled SEO, content clarity, and brand trust—resulting in a 7.9% increase in leads post-launch
Alongside a brand marketer and UX content writer, I helped lead the redesign of eight key pages—together, we refreshed outdated design and copy.
The Opporunity
Users visiting the FDR website were often confused by vague messaging, outdated content, and poor navigation structure. They struggled to:
Quickly understand what services FDR offers
Find accurate, trustworthy information
Navigate to key pages like "Contact," "How It Works," or "Testimonials"
Feel confident about FDR's legitimacy and value compared to competitors
Focus Areas
Design Overhaul: Audit all pages, modernized visuals, and implemented structured data to enhance both user experience and search visibility.
SEO Overhaul: Audit and improve on-page, off-page, and technical SEO to drive organic traffic.
Trust Building: Add third-party review modules, up-to-date trust markers, client testimonials, and clearer value propositions.
Conversion Optimization: Improve CTAs, enhance meta descriptions, clarify services, and highlight benefits to increase lead capture from traffic.
Discovery and Ideation
Using these insights, I redesigned the core 8 landing pages—including the home page, How it Works, Why Us, Who We Help, Contact, About, Testimonials, and FAQs.
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I led a competitive analysis of financial brands like Chime, National Debt Relief, and SoFi to gain a high-level view of their visual identity—focusing on brand colors, typography, illustrations, and other design elements that shape their unique voice.
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To quickly synthesize insights from the competitive analysis, I sketched homepage concepts highlighting key modules—such as an engagement tool in the hero, testimonials, conversion-focused CTAs, and supporting content below the fold—to explore potential layout and structure.
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In the early design phase, I mapped out key modules and components—defining the placement of trust markers, imagery, data points, and overall content structure.
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I refreshed critical trust-building elements by incorporating recent Trustpilot reviews, showcasing awards, and updating photography style, and recommending video content that better reflected FDR’s value and credibility.
Final designs
The final designs were presented to Senior Leadership and the broader company during a Product Alignment meeting with over 70 attendees. I led a comprehensive walkthrough of the site, explaining each page’s user intent and how design and content aligned to drive outcomes.
Results
📈 2022’ Leads up by 7.9%
🔼 2022’ Views up by 109%
📈 2022’ Bounce rate down by 58%
INFORMATION ARCHITECTURE
CONTENT / DESIGN STRATEGY
UI/UX DESIGN - WIREFRAME
ACCESSIBILITY + SEO
STAKEHOLDER + COLLABORATION
PRESENTATION