Lead Product Designer, 2013 — 2016
Transforming the collections and recovery with personalized experiences
I joined the TrueAccord founders in 2013 to design, build, and launch a new collections platform powered by machine learning and a consumer-friendly digital experience. As the first design hire I helped the founding team create the brand, website, and digital experience for both customers and financial clients.
Designing the foundation for growth
As the first design hire at TrueAccord, I was instrumental in establishing the company's visual identity and initial online presence. This foundational work included the creation of the first company logo, a set of versatile icons used across various communication channels, and the design and content strategy for the initial website.
Branding & Identity design
Marker icon set designed for TrueAccord's branding.
Marker icon set designed for TrueAccord's branding.
These elements were carefully crafted to communicate TrueAccord's innovative approach to debt collection, clearly positioning the product and its value proposition for both potential clients seeking a modern collections solution and customers looking for a more empathetic and effective way to resolve their debts.
Building the online experience for a dual audience
As TrueAccord's first design hire in its early days, the website served as a critical touchpoint for both potential clients and customers in collections.
My initial work focused on designing a digital presence that could simultaneously build trust and provide necessary information for individuals navigating the debt resolution process, while also clearly articulating TrueAccord's innovative technology and value proposition to businesses seeking a modern collections partner. This presented a unique design challenge: crafting a cohesive online experience that effectively catered to the distinct needs and expectations of these two key audiences.
Data analytics for user-centric design
As the first product designer at TrueAccord, I primarily conducted research through indirect and anonymous feedback. I worked closely with our customer care team to gather customer experience data. I also collaborated with our partners and leveraged access to consumer behavior data. This approach helped improve our service by revealing how customers interacted with different types of communications.
I also heavily relied on behavioral and usage data, analyzing our analytics tools to better understand how customers engaged with our emails, SMS messages, and payment portals. This approach helped identify friction points and areas for improvement in the user experience without requiring direct customer interaction, enabling a more effective and scalable product design process.
Impact with the team
As an early team member, I played a key role in shaping TrueAccord's customer experience. I introduced a human-centered design approach by creating an intuitive website and empathetic collections emails. These improvements enhanced the company's customer engagement and debt recovery outcomes. I'm proud to have shifted the perception of debt collection, making it more approachable and transparent.
I also played an important role in building a scalable design system that laid the groundwork for the company's rapid growth. This system supported the product as it expanded to serve 20 million customers and secured major clients such as Yelp, LendUp, and Klarna.
