Achieve GOOD
Get Out Of Debt: Redesigning for Conversion & Lead Generation
Three levers we pulled: shorten onboarding, turn empty states into conversion surfaces, and make debt progress feel actionable.
New User
Empty states became guided next steps.
We replaced dead ends with clear actions that increased pull-through.
Returning User
Improved hierarchy and clarity for repeat use.
Less scanning, faster comprehension, fewer missed actions.
Onboarding Redesign & Early Testing
What we tested
Tested line vs bar for debt clarity and engagement.
Bar charts performed better, so we shipped the bar-first pattern and animated it into the next step.
What we chose
Overview
The GOOD app was acquired from an insurance partner and originally designed by an agency with limited native experience. It served two purposes: supporting users who were not eligible for Achieve’s core financial products, and generating qualified leads.
Destination
Create a trusted, low-friction experience for underserved members that increases lead quality without sacrificing confidence or clarity.
Role & Scope
Lead Product Designer. Owned the acquisition funnel redesign across onboarding, dashboard, and debt visualization. Partnered with product, engineering, analytics, and research to run production experiments and ship improvements across iOS and Android (React Native).
Why these focus areas
- Onboarding drop-off was the biggest lever for enrollment and lead quality
- Empty states were missed conversion moments
- The debt visualization was not earning attention or trust, so it wasn’t pulling users forward
Because of friction in onboarding and unclear value propositions, conversion suffered across key moments.
Key Decisions
1) Simplify onboarding without losing trust
Reduced steps, improved sequencing and copy, and used progressive disclosure to increase credit and PII pull-through.
2) Make debt progress feel real and actionable
Shifted the visualization based on performance data (bar vs line) and used motion to carry momentum into offer moments.
3) Treat empty states as conversion surfaces
Redesigned dashboard and partial-data states to guide users toward account connection and clear next steps.
Each decision was tested in production and iterated based on funnel performance and usability findings.
Results
- +200% enrollment growth
- +58% credit pull-through, +38% PII completion
- Lead rate doubled to 14% and App Store rating improved from 2.0 to 4.1
- 12% drop in onboarding abandonment and +12% increase in debt plan creation
