As the SoFi app evolved, the profile had been left behind. I saw an opportunity to both modernize the UI and build trust with members. By reconfiguring the IA, I introduced a new interaction model for the MVP, and I designed north star concepts to guide the longer term vision.

SoFi's referral program has become a major growth driver. I designed the end-to-end flow, drove research to uncover psychological factors in referral behavior, and led its evolution into a polished older sibling of the initial MVP.

I joined SoFi to revamp a stale, paper-like form application into a high-performing, mobile-first flow. My work evolved to define the onboarding patterns and principles for all of the company’s growing suite of products.

As the design lead on the core Personal Loans product, I led a major redesign to optimize the experience for responsive web, leading to a much clearer user experience that drove significant revenue impact.