Capital One · Consumer Banking

Brand creative and UX for a consumer auto-lending product

Lead Art Director / Creative Director · 2012–2014

A top U.S. consumer bank needed brand creative leadership and UX/UI for a new auto-lending digital product, and stronger performance from a mature direct-mail channel.

+40%Direct-mail ROI

Auto NavigatorBuilt

BrandCreative direction

The Context

Brand, product, and a mature channel

Capital One was standing up a new digital auto-lending product while leaning on a mature direct-mail channel that had plateaued: two very different problems on my desk at once.

I moved between them: brand creative and art direction on one side, hands-on UX/UI for the new product on the other.

What I Did

Creative direction meets product

Led brand creative and art direction across campaigns and channels for a top consumer bank
Drove UX/UI on the internal team that initially developed Capital One Auto Navigator
Drove a 40% increase in direct-mail ROI through brand and creative leadership

Selected Work

Concepts and explorations

01 / 02Pre-qualified financing

Get qualified before the lot

A pre-qualification flow that gave shoppers their real terms without the dealer pressure cycle. Capital One sat behind the transaction, not in front of it.

Auto lendingPre-qualificationShopper-first

02 / 02Dealer-direct shopping

Inventory in your terms

Search dealer inventory by what shoppers actually filtered on: monthly payment, total cost, and term. The interface translated between buyer language and lending language.

Inventory searchPayment-based filtersBuyer language

Impact

Response and product, together

A 40% lift in direct-mail ROI on a mature channel
Hands-on UX/UI for a new digital auto-lending product
Brand creative that carried across channels

Brand StrategyCreative DirectionUX/UIFinancial ServicesDirect Response