Problem
This was a project I worked on after transitioning Credit Karma’s new Member Experience team. Our team’s goal was to identify and integrate AI-driven solutions into the app for the first time.
The problem to be solved was introducing AI in a way that felt personalized, helpful, and trustworthy for members still forming their relationship with this technology.
Research/
Discovery
We worked closely with our engineering team to figure out the limitations and possibilities of what we can do with AI.
Afterthat, we reviewed user interviews and surveys. The top feedback from our users was that the app felt too salesy and not personalized enough. It eroded trust in our credit card offers.
In order to rebuild that trust we offered an AI driven wallet analysis of why a specific card is right for you.
Test
We decided to test two variants. One was a smaller more entry point while the other was a nudge with more explanation on what the analysis is.
Our success metrics were click-through rate on the entry point and credit card conversions.
Entry point
Variations
Generated page
Outcome
This project marked Credit Karma’s first user-facing AI initiative within the app. Both entry points increased awareness of AI solutions within the app and gave users a stronger understanding of why cards were recommended.
Learnings from this experiment informed future AI integrations across the Member Experience team.