Achieve Product Quiz
I led the end-to-end 0→1 delivery of the quiz experience, defining strategy, design systems, content, and executing cross-functionally from concept through launch
In the first 30 days, the launch improved engagement, reduced friction and misrouting, increased user confidence, and delivered ~$300K in margin lift.
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Users arriving on Achieve.com often don’t know which product matches their financial situation, and requiring them to choose a product or provide PII creates early friction.
As a result:
- 80% of sessions land on 7 key pages
- These pages convert at only 0.17%
- Multi-product pages have 40% bounce on the product picker
- Low-intent visitors abandon before their needs are understood -
Introduce a lightweight, 5–7 question, no-PII quiz to guide users to the correct product in under 30 seconds.
- Reduce decision friction
- Clarify product fit instantly
- Drop users directly into the right acquisition flow
- Capture intent from low- and mid-intent traffic
- Increase enrollment rate across all major landing pages
Business Impact Target:
+0.2 pp ER = ~$2M incremental margin per quarter
Project Snapshot
02
My Role & Responsibilities
Collaborated with:
Built content and design with Brand to unify the brand expression / tone
Brand
PMs
PM for KPIs, goal setting, and project management
Engineers
Engineering to ensure feasibility + performance
Compliance
Compliance to meet regulatory standards
Designed the quiz framework: questions, branching logic, routing, and UI patterns
Created scalable modules for banners, modals, question screens, and results cards
Wrote clear content and page-specific hook messaging with my Creative Director
Led engineering walkthroughs to ensure accurate implementation
What I Drove:
03
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Debt relief: “Stressed by mounting debt payments?”
Personal loans: “Need extra cash for a big expense?”
Home loans: “Homeowner looking to tap equity?”
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Low-friction questions with zero cognitive load
Trust-first onboarding: no PII, no credit pull
One question per screen for clarity and completion
Personalized recommendation based on responses
Single CTA routes users into the right flow
Scalable quiz mechanic across all landing pages
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We structured scoring around three core attributes:
• Determines likelihood of HELOC
• Determines if a user is eligible for personal loans vs debt relief
• Determines urgency and readiness
Design Approach
04
The Solution
The quiz launches from a persistent banner tailored to page context, offering a clear, low-pressure entry point for users unsure where to begin.
Entry Point: Simple, Low-Friction Start
No PII
High clarity hook question based on user intent
No account required
Onboarding Screen: Setting Expectations
Fast – takes under 30 seconds
Safe – no credit check or sensitive questions
Helpful – the quiz will guide them, not judge them
This screen reassures users that the experience is:
Two-Part Path: Adapts Based on User Inputs
The quiz adjusts based on the user’s financial profile, starting with the most important differentiator:
Additional questions surface about equity
Home equity loans may be recommended
Personal loans or debt relief paths adjust dynamically based on credit, debt load, and income stability
Path 1: Homeowners
If the user owns a home:
Two-Part Path: Adapts Based on User Inputs
Flow skips unnecessary home-related questions
Focuses on credit, debt, budget, and payoff timeline
Users are routed to either personal loans or debt relief, based on weighted logic
Path 2: Non-Homeowners
If the user does not own a home:
Results Page: Clear, Confidence-Building Recommendation
At the end, users receive a personalized result card that includes:
Recommended solution (home loans, personal loans, and debt relief)
Simple rationale
Trust signals
A single CTA guiding them into the correct acquisition flow
05
Final Designs
Mobile Design
Enhanced readability
Balanced spacing
Trust cues higher in scroll
Stronger hierarchy
Desktop Design
Trust-based hero
Integrated rate slider
Refined value props
Simplified structure
Focused "How it Works" section
Clear CTAs
06
Impact & Results
+6% banner CTR on personal loans page
28% quiz start rate
75% completion rate
+12% lift in flow starts
+8% lift in leads
-15% fewer users routed into the wrong product
~$300k margin lift
First 30 days:
Early Results After Launch
Time to first meaningful action: ↓ 30%
Bounce rate on multi-product pages: ↓ 10%
Misrouted personal loans users to debt relief users: ↓ 15%
User confidence scores: +15%