NerdWallet+

In 2024, NerdWallet launched NerdWallet+, our first paid membership program which offers rewards for healthy financial habits and exclusive offers on NerdWallet and partner products that are available only to members.

In close partnership with Product and Product Marketing, our Brand Studio team conceptualized a brand new toolkit and visual identity for this program, to brand the entire user journey and apply to deliverables from entry points, to landing pages, in app experiences, GTM assets, social, emails, and more.

Role: Brand Design Director
Team: Charlene Tsang (Brand Design Manager), Christine Okazaki (Brand Designer), Andy Chun (Staff Product Designer), Mirandy Kim (Product Designer IV), Chia Lin (Lead Product Designer), Justin Sanders (Copy Manager), Ned Sweet (Sr. Copy Manager), Anne Kapler (Senior Content Strategist)

The NerdWallet+ toolkit

Given this was a new extension of our brand, we created a toolkit to provide guidelines and ensure consistency across the various touch points – from CRM, to GTM assets, to in-product experiences. We worked closely with Marketing and Product stakeholders along the way to make sure we were designing for all future use cases and components that would be needed.

Our design guide was built in Figma Slides with components for logos, UI screens, illustrations, and more, to make the guidelines as easy to update and apply for both designers and product managers alike.

Landing pages

We designed a new landing page for NerdWallet+, working with development to bring a custom page to life — in addition to subsequent feature pages and templates which we built using a custom CMS platform. This enabled our team to move and iterate quickly as features developed and move from design to development to go live in less than two weeks if needed.

Check it out ➔

Product experience

In addition to marketing touchpoints, we worked closely with Product to bring the brand into the product experience - including product UI, to moments of delight, and brand application on various mobile and dashboard experiences.

Where we are today

Successfully launched in Q3 2024, the NerdWallet+ brand has become an exciting evolution of our overall NerdWallet guidelines. Some of our most successful placements for converting visitors during the launch included our homepage banner (driving a 56% higher CTR), article entry points (driving a 70% increase in sign up rate), and the landing page (driving a 20% increase in sign ups).

We analyzed placements and creative to create an optimization plan on messaging, placements, and creative. We continue to run various A/B tests to see how we can drive the most sign ups, learning insights such as product UI outperforming illustrations, certain messaging resonating more with consumers, and what type of onsite placements perform better than others. The templates we’ve created for feature landing pages continue to be reused to efficiently launch and test new features.