Self-Service CD Account Opening

I was responsible for crafting a future-forward and omni-channel experience that enabled clients to independently open or renew Certificate of Deposit (CD) accounts across web, branch and contact center.

Please note that the client's name has been redacted and every visual has undergone a significant revision to protect the Client's intellectual property.

Previously, customers could only open CDs in-branch or through teammate-assisted phone calls. The client sought to reduce reliance on in-branch visits and expand its reach to new demographic groups through a digital-first transformation of its Certificate of Deposit onboarding process. This initiative was also the first major effort to integrate self-service digital commerce with teammate-assisted services across web, branch, and contact center environments.

Services: UX/UI Design, UX Research, Requirements Analysis/Definition

Industry: Financial Services

Project Type: Mobile & Web Design

Duration: 5 months

Tools: Figma, Figjam, Miro, Dscout, Jira

Approach

Conducted discovery via stakeholder interviews, current-state audits, competitive analysis and a 4-week diary study on DScout
Synthesized key user mindsets: Savers (security-focused) and Investors (growth-focused)
Created 4 self-service user journeys + 5 primary use cases
Designed 36+ lo-fi wireframes, then transitioned to 6 hi-fi screens
Developed a status tracker feature to improve transparency in joint applications
Collaborated weekly with stakeholders, legal, and tech teams for continuous alignment
Designed for edge cases like fraud detection, expired applications, and funding delays

The Impact

Delivered scalable UX patterns and dev-ready documentation
Created a framework for digital product launches beyond CDs
Supported MVP launch planning and sprint sequencing for 9-month implementation
Aligned future design of teammate channels with self-service models

Pardon the Cones!

I’m currently finalizing this case study to showcase the research, strategy, and UX design behind the Self-Service CD Account Opening project. Thank you for your patience—check back soon for the complete experience.

10+

Dairy Study Participants

Conducted a diary study on DScout from Oct 4 – Nov 8, 2024, involving 12 participants across Gen Z, Millennial, Gen X, and Boomer demographics

21

User Journeys

Each journey included happy paths and edge cases that required alignment with legal, fraud, and technology teams to ensure feasibility and regulatory compliance