At Boldin, I lead end-to-end UX design across both consumer and enterprise experiences for our SaaS financial-planning platform — shaping features that improve retention, transparency, and personalization. The platform serves individual users through a comprehensive planner and operates as a white-label solution for enterprise clients like Nationwide.
• Core Planning Features: Delivered initiatives including Expenses 2.0, Guardrails, and Market Risk Explorer, simplifying complex planning through transparent, data-driven UX. Partnered closely with engineers across a Rails backend and React frontend to ensure seamless interaction design and technical alignment.
• Withdrawal Order Feature: Designed a tax-optimized withdrawal tool that drove 40 % Plus-user engagement in 30 days, a 26 % Basic-to-Plus upgrade rate, and an 18 % drop in cancellations post-launch.
• Enterprise Integration: Partnered with Nationwide to replace its legacy MIRP system, enabling 32 K + client plans through a modular, API-based architecture. Delivered tailored enterprise features such as Onboarding, Financial Blueprint Summary, and Lifetime Income Explorer to increase adoption and literacy.
• AI Strategy & Rapid Innovation: Partnered with leadership to shape Boldin’s AI strategy, facilitating cross-functional workshops for Smart Summaries — AI-driven explanations that translate complex financial data into clear, actionable insights.
• Impact & Collaboration: Collaborated cross-functionally with product, engineering, and leadership to align strategy, accelerate enterprise integrations, and scale a design system that supports both B2C and B2B use cases.
