Tldr: What problem did we solve?

While the 2023 Year in Review campaign successfully engaged users, it had limitations:

❌ Users received generic insights rather than tailored financial progress reports. That year’s approach lacked interactivity, leading to drop-offs due to static experience.

❌ With limited tracking & optimization, there was no better data on user behavior to refine future iterations.

With designs created for the 2024 product experience, a record of 85% engagement and 16% final actions taken by users was achieved from the campaign.

20,000+

20,000+

Accounts connection in the first month

12.5%

12.5%

Improvement in loan offer accuracy

35.8%

35.8%

Engagement with bills insights

Research and strategy

I started with an in-depth analysis of 2023's performance, user behaviours, and competitor benchmarks (e.g., Spotify’s annual wrapped, Duolingo yearly streaks). With these insights, a structure was created for the 2024 YIR around key credit behaviours, milestones, and personalized recommendations.

Step 1: Understand what went wrong

I started with the 2023 funnel data in Amplitude. The numbers were clear: engagement was highest at the start and dropped sharply through the middle. Users weren't finishing. The experience was static, the insights were generic, and there was no way to tell who was engaged and who had already checked out. That data became the brief.

Insight #1

Insight #1

Users wanted more personalised credit score insights.

Insight #2

Insight #2

They enjoyed progress tracking but found it lacking depth.

Insight #3

Insight #3

Engagement spiked when ClearScore provided financial tips and milestones.

Step 2: Study what works

I looked at some products that had cracked the yearly recap experience: Spotify Wrapped, Duolingo yearly streaks, and Fitbit Year in Review. The pattern across all was the same. The hook isn't the data. It's the feeling that the data is specifically about you. Wrapped in particular showed how a swipeable, progressive story format could turn a summary into something people actually wanted to share. That interaction model directly shaped the direction for 2024.

Step 3: Map the opportunity

I ran a Miro mapping session with the product, content design, and marketing team to align on what we could build. The engineers did a spike to understand what data we could actually surface in the flow.

This is where we hit a real constraint: several insights we wanted to show hadn't been captured from users' accounts. Rather than delay, we designed around what we had and flagged the gaps for earlier tracking in 2025.

The design decisions that mattered:

Leveraging ClearScore’s design system, I created bold, interactive cards highlighting key financial milestones. Smooth micro interactions and swipeable transitions for a frictionless journey. I also designed a progressive, logical flow encouraging users to complete the experience. The ClearScore beloved mascot, "Moose the dog" was introduced into the flow for a fun engagement.

◆ Multi-platform consistency

The experience was designed and shipped across iOS, Android, and web. The web version used a large storyline component that users could swipe through. Maintaining visual and tonal consistency across all three surfaces, while accounting for different interaction patterns, was one of the more technically demanding aspects of the project.

◆ The swipe mechanic and progressive disclosure

Rather than presenting all information at once, I designed a progressive flow that revealed one milestone at a time. Each swipe felt earned. The ClearScore mascot, Moose the dog, was introduced to add warmth and give users something to smile at before a potentially difficult piece of information.

◆ Segment-based storytelling

The most important design decision was treating the three user segments — positive, struggling, and average — as three completely different emotional journeys, not three versions of the same screen.

For users whose scores improved, the tone was celebratory. For users who had missed payments or seen their score drop, empathy came first. The messaging didn't shy away from the difficulty, but it always ended with what was possible next. I worked closely with the content designer to ensure every slide felt human, not clinical.

Results and impact

As the campaign went live, we watched the first wave of users enter their Year in Review stories. 126,663 users stepped into their personalised financial story, swiping through their 2024 credit journey. Right away, we saw engagement.

85% of users (108,751) completed the first screen, hooked by their own progress.

But then came the real test: Would they complete the journey?

By the final screen, 16% (20,224 users) ended up clicking a CTA. Either checking their credit report, exploring offers, or linking accounts for deeper insights. Real engagement. Real impact.

Takeaways and learnings

This Year in Review proved one thing: people engage with their financial story when it feels personal. It was a big step forward, but it also showed where we can do better.

• Personalisation works: Users stayed because the experience felt tailored. We’ll double down on that.

• A strong start is key: 85% engagement on the first screen tells us the hook is working. Now, we need to keep that momentum.

• Drop-offs reveal opportunity: With only 16% completing the journey till the end, we need to refine the mid-to-end flow with more relevant data or interactions to keep users engaged.

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