Intuit Credit Karma

The UK and Canada have different credit bureaus, regulations, products and consumer habits. Each market needed its own path to product–market fit, while sharing one platform, one design system and one set of teams.

Part of the core leadership team at Credit Karma International, leading the product design team, which included content design and research. I set the design direction, grew the team, and worked with product, engineering, data and marketing leads to decide what to build and why.

• Discovery as a habit: embedded discovery cycles with a clear learning agenda and testable hypotheses, plus a weekly unstructured conversation with a member in each market.
• Segmenting by need and mindset: framing members by their financial stability, alongside how they behave both in and outside the app.
• A holistic experience: bringing engagement and monetisable features together in a single journey where it made sense, rather than siloing them in separate surfaces.

We shipped the core feature set in both markets, including AI-driven Marketplace recommendations with Karma Confidence. As both grew steadily, we differentiated the two experiences around each market’s local gaps and opportunities, guided by a strategic roadmap to product–market fit. The products helped millions of people across the UK and Canada understand their credit and make financial progress one step at a time, and members consistently rated the experience highly.