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’s abstract artwork failed to explain how features worked, while one-off images created a fragmented experience between marketing and the app. They needed a standardized imagery system with functional visuals to clearly guide members through their financial journey.
ROLE
Built the imagery system from scratch to bridge product UX/UI and marketing. Partnering with leadership, I defined three layout structures and a product-simplification framework, built production workflow, mentored designers, and directed an agency team on execution.
Result
Delivered scalable product imagery system, replacing abstract artwork with functional, brand-aligned visual guidance. The framework unified the visual language across all digital surfaces, eliminated fragmented design requests, and created a seamless journey from marketing touchpoints 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
We rolled out the imagery system across multiple channels and in-product touchpoints to keep things visually consistent, helping guide members smoothly from sign-up to exploring features.
