Product imagery
Product
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Design Systems
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Agency Oversight
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UX/UI
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Product 〰️ Design Systems 〰️ Agency Oversight 〰️ UX/UI 〰️
Challenge
Credit Karma used abstract artwork that failed to explain how features actually worked within the app. Without a standardized system, teams shipped one off images that fractured the product experience and felt disconnected from marketing. A cohesive, branded system to replace abstract artwork with functional visuals that clearly guide members through their financial journey was needed.
ROLE
Created the imagery system from scratch, bridging product UX/UI with brand marketing. I partnered with product and leadership to define three foundational layout structures and a "product-simplification" design framework. To operationalize the system, I made a 7-step production process, built cross team workflows, mentored designers through initial stress-testing, and directed an agency team on execution.
Result
Delivered Credit Karma’s first scalable product imagery system, replacing abstract artwork with functional, brand aligned visual guidance. The framework established a unified visual language across all digital surfaces, eliminated fragmented one-off design requests, and created a seamless visual journey from initial touchpoint into core product flows.
Illustration System Evolution
Reimagined abstract artwork into literal, branded visuals that guide members next steps while bridging product and marketing design systems.
Framework
To operationalize the imagery system, I built a product simplification framework that turns dense, complex UI screens into clean, functional visual assets that help users focus on core feature interactions.
Layouts
The product imagery system contains three layouts. Each are leveraged for different purposes yet follow the same design treatment.
Cross functional scaling
By scaling the imagery system across both marketing and product touchpoints, I established visual consistency that guides members effortlessly from acquisition to feature engagement.
