LendingTree

LendingTree is one of the largest online lending marketplaces in the US. Millions of consumers and small businesses come to LendingTree.com looking for loans and lenders compete to offer them the best rate. I joined as a Senior UI/UX Designer during a company-wide brand redesign. The work spanned both sides of LendingTree's marketplace including the platforms lenders used to find borrowers and the pathways and forms borrowers used to find loan offers. The first major project was Canopy, a lender-facing campaigns platform that didn't exist before I arrived. I interviewed lenders across LendingTree's network to understand what they actually needed: tools to create promotional campaigns, manage captured leads, and boost their visibility through geotargeted and general searches. I partnered with a project manager to wireframe multiple campaign scenarios over a rapid design sprint, then designed the production dashboard using LendingTree's component library.

Every lead at LendingTree starts with a form. Compliance makes them long. I worked alongside analysts and loan stakeholders to test fundamentally different approaches to keeping users moving: conversational chatbot UIs, illustrated progress flows, modernized layouts, and embeddable in-article forms. My most successful test boosted application completion rates and was promoted to the landing page for every loan vertical for two years.

Additional form tests

Illustrated visual progress form

I joined LendingTree at the start of a company-wide brand redesign. I worked across visual and product design, drafting color systems, marketing graphics, and website templates alongside the design team. Once brand standards were locked, I led the UI/UX of the mortgage, auto, and business loan verticals in redesigning every major landing page and form flow.

Home page design drafts

Motion graphic landing page concepts

When I joined, LendingTree's blog had no index, no category archives, and could only be reached through direct post URLs. The brand redesign gave the SEO team an opening to turn it into a real acquisition channel. I led the design, working directly with the director of SEO to build something that could compete with BankRate and CreditKarma for organic traffic. Not a WordPress template. A fully realized content platform that gave the writing team a home to test new content strategies and columns.

Not all the work lived in a browser. As part of the rebrand, LendingTree introduced new core values. I designed a poster series for the Charlotte headquarters: sketched as notecards, modeled in 3D in Blender, and printed at scale.

I helped shape LendingTree's brand redesign from day one. I led UI/UX across three of its highest-traffic loan verticals. I rebuilt the blog from scratch into a competitive content platform. And I designed the internal tools that gave lenders real control over how they found and converted borrowers on the platform.