Reinventing Achieve
My role: Lead Designer • Everfi White labeled Financial SASS
Product & Systems
Brand & Strategy
When I took over Achieve, Everfi's flagship financial tool, I discovered the majority of users were accessing a desktop-built product on their phones. White-label bank partners reported the visuals felt childish and outdated for their adult customers.
Working alongside Design Director Ann Schoew, I worked with the visual design team to establish a new visual library, mobile focused design and pivoted the experience toward a mature, journalistic editorial style. Together we architected a new modular design workflow that cut project timelines by 33%. The redesign optimized for an 85% mobile-user base, reversed declining renewals, and turned a legacy product back into an award-winning industry standard.
Illustrations by: Kasey.design, Catherine Song
The Discovery
HEAP analytics confirmed what partners were already sensing. The vast majority of traffic was mobile, but the product wasn't built for it, and drop-off on mobile flows was high. People were hitting friction and leaving before they finished.
The data also told us when people were showing up: commute hours and short breaks between tasks, not long desktop sessions. That meant optimizing for two very different kinds of content. Courses needed a strict, single-column, thumb-zone layout with prominent touch targets. Articles were historically long, dense, and hard to parse on a phone.
The insight that mattered: we needed content built for a thumb and five free minutes. To serve the people just skimming for a quick answer, I shortened the copy patterns and introduced a sticky Quick-Link Navigation framework so users could jump straight to the section they actually needed.
I set a clear target: cut mobile drop-off from 42% to under 15%. That number became the north star for every layout and content decision that followed.
Metric (Source: HEAP Analytics)
Problem
Goal
Mobile Usage Share
84% of traffic was mobile
Fully optimized mobile experience
Mobile Drop-Off Rate
42% on desktop-built flows
Under 15% target
Primary User Window
Most usage happened during commute hours and short breaks
Designed for micro-learning sessions
