Redesigning a flagship experience for 2.6M users
I spearheaded the strategy and vision for GM Financial’s redesigned MyAccount experience across mobile and web, positioning UX as the catalyst for change. To inform the direction, we conducted stakeholder interviews across the organization, from individual contributors to executive leadership, and synthesized insights through affinity mapping to identify key themes, align on priorities, and define a clear path forward.
In parallel, we partnered with analytics and research teams to uncover the most critical friction points in the existing experience, focusing on opportunities to simplify core tasks and introduce features that better support customer needs. The iOS concept screens shown below were created to bring the vision to life, helping stakeholders visualize future experience possibilities and build alignment early in the process.
As of early 2026, the initiative is in the discovery phase.
Login screen
Dashboard screen
Cadillac Financial website and mobile app
Homepage design
Enterprise design at scale
I led the creation, launch, and ongoing evolution of Momentum, a multi-brand design system supporting GM Financial’s digital ecosystem. Built to scale across teams, products, and brands, it establishes a shared design language that reduces redundancy, drives consistency, and accelerates the delivery of high-quality digital experiences. Momentum connects more than 60 engineers and 30 designers across 21 products, 6 countries, and 6 brands.
Momentum is built on an agnostic foundation in Figma, enabling teams to customize components for individual brands while maintaining a unified structure. The system includes a comprehensive set of design tokens organized into a scalable framework that supports current and future brand needs. It is implemented through reusable web components, which are encapsulated HTML elements that are structured, maintainable, and easily updated across products, with accessibility built in to meet WCAG 2.1 Level AA compliance.
Increasing conversion rates by 20.87%
I led the redesign of the GM Financial online credit application, transforming a fragmented multi-step flow into a streamlined single-page experience. The goal was to reduce friction, improve usability, and increase completion rates for a high-value conversion funnel. Leveraging our Momentum design library, we restructured the application into a clear, progressive layout that guided users through each section while maintaining context and momentum.
Through usability testing, we observed that simplifying choices and presenting information in a single, cohesive view helped users move through the application more confidently and with fewer interruptions. Participants were able to make faster decisions, stay focused on the task, and progress seamlessly from one section to the next. The design minimized cognitive load, improved accessibility, and reduced drop-off by eliminating unnecessary steps and distractions.
The redesigned experience increased conversion rates in production by 20.87%, resulting in an increase of ~160 additional completed credit applications per month.
