UX research & CRO for a leading personal finance service

MoneyPlus provides expert advice and solutions for debt relief, helping individuals reclaim control of their financial lives. I worked on this project via Impression Digital as a contractor.

The client

The challenge

As you can imagine, debt is an incredibly sensitive and anxiety-charged topic. It takes immense courage to ask for help, and even more to trust a company with your financial future. Conversion Rate Optimization (CRO) was a new territory for them; I assisted the team at Impression in developing the research deck and launching their very first experiments.

My role

I supported the Impression team through a series of CRO and research activities, including heuristic analysis, user testing, and brief development for a major homepage redesign.

CRO experimentation and behavioral strategy

While our deep-dive research was underway, the client rebranded. The existing homepage had several critical usability issues, so we decided to optimize it immediately to gather early insights and align the UI with the new brand identity.

My goal was to simplify the interface, clarify the service offerings, and—most importantly—lower user anxiety. I audited the homepage and developed a brief and low-fidelity wireframe focused on a stronger value proposition. I refined the copy to build trust while de-escalating the stress associated with debt.

This intervention resulted in higher engagement, an increase in conversions, and a significantly higher percentage of users starting the digital journey to seek advice.

UX research

I conducted a heuristic analysis and managed user testing for the core on-site funnel: the digital journey for advice and service recommendations. This is a 20-minute process requiring users to input sensitive financial data—it is every bit as complex as it sounds.

I developed a testing flow using both quantitative and qualitative measures for unmoderated "think-aloud" tests across desktop and mobile. This research uncovered the five most critical psychological barriers blocking conversion, providing insights that we are now generalizing across other pages and funnels.

Results

The project is ongoing, but the optimized homepage is already converting at a higher rate. The next phase involves a full restructuring of the digital journey and further testing on specific service pages to continue reducing friction and building user confidence.