Ellevest

Smarter investing, built for her

Led product design at Ellevest, a mission-driven fintech platform focused on personalized investing and financial planning for women. I joined during a period of growth and product expansion, helping evolve the experience across mobile and web, from onboarding to goal-setting to values-aligned portfolios.

Ellevest iOS dashboard with goal progress and portfolio balance — Core dashboard in Ellevest’s iOS app — presenting total portfolio balance, individual goal performance, and a contribution timeline. Designed for mobile-first visibility into investing progress and goal alignment.

I managed a team of 4 designers, collaborating across product, engineering, and data science. My work spanned AI-personalized onboarding, dynamic goal flows, and modular planning tools. I helped scale design systems, led hybrid research methods, and translated complex financial logic into clear, inclusive, and confidence-building experiences aligned with Ellevest’s mission.

Ellevest onboarding screen for selecting financial goals in iOS app — Early step in Ellevest’s mobile onboarding, allowing users to select their primary investment goal (e.g., retirement, wealth building, or emergency fund). This choice personalizes planning and sets the foundation for goal-based recommendations.

Role & Responsibilities

Brought in as a strategic design leader to scale Ellevest’s product experience across investing, planning, and personalized guidance tools.

Managed a team of 4 designers and contractors across product, brand, and systems.
Led end-to-end design for onboarding, planning, and goal-setting flows across mobile and web.
Partnered with data science to embed ML-powered recommendations into personalized financial guidance.
Built modular design systems for dynamic content and cross-platform consistency.
Applied inclusive design principles to increase accessibility and user trust at scale.

Ellevest investment transaction history with linked goals — Investment transaction detail view for Ellevest users — tracking contributions, transfers, and allocations tied to specific financial goals. Designed to increase transparency and user trust across long-term investing activity.

Selected Outcomes

Improved onboarding clarity and goal-setting engagement through AI-personalized guidance.
Increased financial confidence and retention across long-term planning experiences.
Scaled Ellevest’s product experience foundation during growth to over $1B in Assets Under Management.
Unified brand and product experience during expansion into banking, coaching, and investing.
Advanced Ellevest’s mission through inclusive, trust-driven design, serving a diverse and underserved user base.

Ellevest rollover your 401(k) landing page with educational content and call to action — Marketing-to-product bridge page for Ellevest’s 401(k) rollover offering — designed to educate users, reduce anxiety, and drive action with transparent language and a direct call to roll over existing retirement accounts.