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Aly Agoff
Product Design
Director of Design @ True Link Financial; Previously @ Wealthfront
A data-driven designer with 8+ years of experience in Brand, Growth, and Product. Dedicated to enhancing lives and fueling business growth through thoughtful design.
TRUE LINK FINANCIAL
0 to 1 Mobile App
I led the user research that informed MVP requirements, set a vision for the visual design, and developed a new information architecture. I served as the creative director for a junior designer. Additionally, I took on a hybrid PM role to push the MVP across the finish line after team changes left a gap in leadership. I streamlined the project by focusing on the essential 'jobs to be done,' saving us six months and ensuring a timely launch. As a result, mobile usage now accounts for nearly half of our weekly consumer engagement.
Financial Planning
TRUE LINK FINANCIAL
Marketing
In 2021, I lead a rebranding effort to simplify and modernize True Link's visual identity. I have since led iterative cycles of messaging and design improvements to enhance conversion rates. As we prioritize campaigns by segment, I'd run user research and outline content strategies for the marketing team. Notably, a recent experiment with product education and mobile optimizations yielded an 18% increase in engagement and a 14% boost in click-through rates.
WEALTHFRONT
Financial Planning
Over three years, I assumed various roles in the design of Wealthfront's financial planning offering. Towards the end of my tenure, I was the Lead Designer, driving the research and design of an innovative goal-setting sandbox. This set of features empowered users to explore tradeoffs and gain reassurance by addressing the common question, 'Am I on track?'
WEALTHFRONT
Interactive Guides
I championed The Guide to Home Planning as a result of user research, aiming to bridge product gaps and answer users' burning questions. Collaborating closely with the marketing team, I played a key role in shaping the story, creating way finding patterns, and designing the overall look and feel. The success of this interactive content style led us to leverage these patterns across several marketing campaigns, like The Guide to Financial Health and The Guide to Equity and IPOs.
Contract & Other Work
3 Month Contract with Growth Team
Distances Dates Experience
Lovewick
EHR Analytics Dashboard
Phrase Health
Offline Mode
Ambrook
Prototype for Customer Development
Singularity Energy
Creative Direction & Illustration
Wealthfront
Writing & Speaking
Designer Fund
FinTech PMs & Engineers Meetup
Medium
Get in touch
If you've made it this far, you might be interested in hearing more about one or more of these projects. Reach me at alyagoff@gmail.com to chat design!
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