Overview:
The existing dial didn’t fairly reflect where customers were in their credit journey, and made progress hard to understand at a glance. It was unclear how far users were from improving their score and the use of red risked reinforcing negative emotions for already vulnerable users
The approach:
Redesign the dial to reflect reality and reduce negative emotional impact — making progress clear and the experience more supportive
The existing dial didn’t fairly reflect where customers were in their credit journey, and made progress hard to understand at a glance. It was unclear how far users were from improving their score and the use of red risked reinforcing negative emotions for already vulnerable users
The approach:
Redesign the dial to reflect reality and reduce negative emotional impact — making progress clear and the experience more supportive
The solution
Accurate segmentation: Updated the dial to reflect real score ranges, creating a fairer and more trustworthy representation
Clearer progress: Made it easier for users to understand their position and distance to the next band
Supportive colour system: Replaced red with an orange–green gradient to reduce feelings of judgement
Scalable system: Designed for use across product and marketing touch-points
Impact
Improved customer understanding of their score, reduced service centre calls following launch and created a more consistent experience across product and communications
My role
Led end-to-end design of the dial experience, working cross-functionally with research and marketing to shape both the product and its rollout.Redesigning the Experian Credit Score Dial. Making credit scores clearer, fairer, and more human
Accurate segmentation: Updated the dial to reflect real score ranges, creating a fairer and more trustworthy representation
Clearer progress: Made it easier for users to understand their position and distance to the next band
Supportive colour system: Replaced red with an orange–green gradient to reduce feelings of judgement
Scalable system: Designed for use across product and marketing touch-points
Impact
Improved customer understanding of their score, reduced service centre calls following launch and created a more consistent experience across product and communications
My role
Led end-to-end design of the dial experience, working cross-functionally with research and marketing to shape both the product and its rollout.Redesigning the Experian Credit Score Dial. Making credit scores clearer, fairer, and more human
