Achieve.com Homepage Transformation
Transforming Achieve from a debt relief brand into a lending optimizaed platform
Led the redesign of Achieve’s homepage to evolve from a single-product debt-relief site into a multi-product financial platform, improving clarity, trust, and conversion across Personal Loans, HELOC, and Debt Relief.
Timeline: 4 months
Role: Staff Product Designer
Team: 1 PM, 1 UX Writer, and 3 Engineers
Tools: Figma, Figma Dev Mode, AI-assisted prototyping, Figma Make
📈 +25% projected lift in Direct-to-Marketplace conversion
💰 ~$1M annual marketing margin opportunity
✔️ +25% trust increase in testing
✔️ 88% comprehension of loan value
✔️ 90% engagement with fallback quiz
Impact:
📊 Clearer product pathways
🎯 Higher engagement with intent-led sections
⚡ Faster iteration speed enabled by modular patterns
🤝 Improved cross-team alignment on messaging and vision
Broader Impact:
01
Context & Strategic Challenge
Achieve was transitioning from a debt-relief-focused company into a broader financial solutions platform offering Personal Loans, HELOC, and Debt Relief.
However, the homepage — the primary acquisition entry point — was still structured around the legacy debt-relief narrative. Users arriving on the site struggled to understand:
what Achieve offered beyond debt relief
which product applied to their situation
why they should trust Achieve with a major financial decision
This created both user confusion and business friction, limiting qualified conversions and weakening the company’s repositioning strategy.
The challenge wasn’t just redesigning a page — it was redefining how Achieve introduces its product ecosystem and guides users into the right financial path.
02
Key Insight
High-intent users weren’t distressed, they were optimizing
These “Optimization Strategists”:
had good credit
wanted efficiency, not reassurance
trusted proof + math, not emotional messaging
The homepage needed to act less like marketing and more like a decision platform.
03
My Role & Responsibilities
I led design across strategy, UX, and execution:
Defined lending-first architecture and tool model
Designed comparison interaction and hierarchy
Partnered with research, product, engineering, and compliance
04
Experience Highlights
Hero: Conversion gateway
Loan-focused headline, trust signals, fast entry to rate check
Comparison Tool: Decision engine
Interactive slider visualizing monthly savings and options
Quiz: Safety net
Soft entry for hesitant users captured otherwise lost traffic
05
User Research: Concept Evaluation
Hero B was rated 25% more trustworthy and drove 30% higher CTA intent than Hero A.
The Interactive Comparison Tool achieved 88% success in helping users understand Personal Loans, HELOC, and Debt Relief.
45% of users initially thought Debt Relief was a loan product, showing the need for clearer positioning.
The Product Fit Quiz performed strongly as a low-friction CTA, with 90% of users responding positively to the “4 questions / 60 seconds” framing.
User testing showed:
06
Solution Highlights
We repositioned the homepage as a debt optimization hub
Personal Loans + HELOC prioritized
Debt Relief repositioned as fallback
Lead with lending intent
Replace claims with proof
Third-party validation above the fold
Make value quantifiable
Interactive comparison tool showing savings
Immediate rate check
“No credit impact” reassurance
Reduce exploration friction
07
Takeaway
I stopped designing the homepage as a marketing entry point and started treating it as a decision platform. That reframing clarified priorities across teams, from messaging and hierarchy to tooling and validation.
This reinforced for me that strong product outcomes often come from aligning the interface with the user’s mental model, not adding more features, but designing for confidence in the decision itself.