Role: Senior Product Designer
Results: 12% conversion to banking | 2x engagement | 34% conversion
Copper offered a complete suite of earning, saving, spending, and investing tools — but users weren’t engaging deeply with banking. Most dropped off before completing KYC, and churn remained high because the value of banking wasn’t clear.
My goal was to reframe the story, positioning banking not as a standalone utility, but as a way to supercharge users’ earnings.
Despite a strong product foundation, users didn’t perceive the direct financial benefit of banking. Engagement and conversions lagged.
We needed to make the connection between earning and banking feel immediate, tangible, and rewarding.
If we led with Earn and showed how banking enhances it, we could improve activation and retention.
Key Objectives:
• Tie banking benefits directly to earning outcomes
• Incentivize upgrading to Earn Pro with exclusive rewards
• Connect spending, saving, and investing within a unified, intuitive dashboard
• Create a reinforcing loop: earning drives banking → banking fuels more earning
I audited competitors across neobanks, early pay apps, and rewards platforms. Each had strengths, such as liquidity, rewards, or convenience, but lacked a connected financial ecosystem.
Copper’s differentiation:
An Earn-first model that makes every financial activity (saving, spending, investing) feed back into earning. This approach transforms banking from a back-end process into an empowering experience.
Framing the Experience
• Recast banking as a value amplifier for earning
• Simplify the onboarding journey to reduce friction around KYC
• Make the dashboard the centerpiece, a hub linking users’ current and potential net wealth
Branding & Messaging
• Through preference testing with 97 users, we tested four naming conventions.
• “Earn Pro” emerged as the winner — memorable, aspirational, and professional.
• It reinforced the idea of progress and ownership, without adding cognitive load.
I designed a seamless flow that connected earning with banking, highlighting key milestones:
• Clear Earn Pro value upfront
• Guided transitions through KYC and setup
• A visual dashboard that linked all financial actions back to earning
The Earn-first reframing delivered measurable results within the MVP launch window:
• +12% banking conversion (nearly double baseline)
• ~2x engagement: 4.8 Earn events per banking user vs. 2.5 for non-banking
• 34% conversion to card spend after banking enablement
These results validated the power of positioning and design storytelling. Users didn’t need more features, just a clearer connection between effort and reward.
This project reinforced how design is both storytelling and strategy. The way we framed the product, not just how it looked or functioned, fundamentally shifted behavior. By positioning banking as an enabler of earning, we helped users see clear financial upside and motivation.
It also showed me that design thrives at the intersection of clarity and connection. The dashboard bridged earning, saving, and spending into a unified experience, turning fragmented features into a cohesive financial journey.
Ultimately, this work deepened my belief that great product design is about more than usability. It’s about making value feel visible and attainable. That’s the mindset I bring to every project: designing experiences that inspire action, build trust, and empower users toward financial independence.