Deposit Retention Modal

Context

I was the sole content designer on the TurboTax-to-Credit Karma Money (TT2CKM) track, focused on funneling TurboTax customers into Credit Karma's banking products. The value prop was simple: deposit your refund into a CKM checking account and get it a little earlier than depositing to your own bank.

But we had a problem: customers would initially choose CKM as their deposit option, then switch to "deposit to another bank" at confirmation. We were losing mid-funnel mind-changers who had already created accounts.

The fix

The existing experience sent customers to an entirely separate screen after they changed their deposit choice—too much friction, too easy to keep clicking away.

We changed this to an immediate modal popup that:

• Caught them right at the moment of the decision change
• Featured the concrete benefits of the CKM account
• Anchored language on their first choice, not the mind-change (they'd already created the account—the hard part was done)

My input

• Added a comparison chart to highlight CKM benefits vs. traditional banks—especially the Credit Builder tool, which was a strong differentiator
• Worked with legal and marketing to soften disclosures where possible, reducing visual clutter
• Rewrote the primary CTA to anchor on CKM as the first choice ("Keep Credit Karma Money") rather than framing it as a reversal

Impact

100.3 index to control with higher take rates than the original experience.

Launched September 2023, moved to baseline February 2024.