Matt Butterworth

Directed UX strategy and research for the replatforming of CLASS, OneMain Financial's core loan origination system. CLASS processed ~$13B in annual personal loan originations across ~1,400 branches in 44 states, each with its own loan regulations. Drove a multi-year product and experience roadmap to advance the company's digital lending position.

• Briefed the Chief Credit Officer (later COO), CTO, and other product and business leaders at roadmap checkpoints on user insights and design direction, contributing to roadmap decisions and specific product changes.
• Proposed to the COO a live-collaboration loan experience (loan officers and customers seeing the same screen in real time, similar to Figma's multiplayer model) to replace an unreliable third-party screen-sharing dependency that was slowing application processing.
• Initiated a dual-track research program spanning internal operations and external customer journeys, informing a 5–7 year strategic roadmap for product and process innovation.
• Introduced the company's first generative and ethnographic research. Through in-branch observation with the lead researcher, surfaced findings like loan officers routinely juggling two customer conversations and 2–3 active applications at once, documenting a cognitive load pattern for the product roadmap to address.
• Built a standing cadence with Marketing Insights, sharing CLASS-replacement findings and repositioning design research as a peer source of strategic insight.
• Proposed and implemented a new team structure to support the expansion of design responsibilities, growing the team to 6 and laying the groundwork for further expansion as the platform scaled.
• Worked to embed design into joint prioritization and product decision-making with product, marketing, and acquisition teams, building incremental traction for design's voice in a product- and tech-led organization.

Led the creation and rollout of OneMain Financial's first enterprise design system, with theming and context-based variants to serve both customer- and branch-facing experiences. At departure, integration was underway across all consumer-facing loan experiences and being adopted by the CLASS replacement work.

• Defined and shipped 15+ base components covering inputs, cards, typography, and iconography, and developed an inner-sourcing model to enable contribution, maintenance, and shared ownership across teams.
• Established the system's technical architecture, governance, and prioritization model with engineering and external vendors.
• Defined and applied a unified visual style across motion, illustration, and typography in partnership with brand and marketing.
• Led the visual redesign of the homepage and implemented a new content management system, resulting in a 7% increase in successful logins and a 10% improvement in completed loan applications initiated from the homepage.

Directed research and design to deliver a consumer identity and access management platform that enabled low-friction integration of identity tools into digital experiences.

• Developed service blueprints for identity policy creation and program engagement, aligning product, engineering, and compliance stakeholders.
• Applied lean startup methods with product leadership to test strategy and validate market fit for identity solutions.
• Designed and delivered the MVP of Identity Workbench, a governance platform for policy authoring and integration management, establishing scalable standards across the enterprise.

Owned UX for Confyrm, Capital One's first B2B product and enterprise identity and access management service, designing its sign-in and authentication interfaces across digital channels.

• Redesigned the account recovery experience, improving user time-to-complete and total completion rates by 13%.
• Facilitated focus groups and contextual inquiry to capture customer sentiment on data sharing and validate product-market fit.
• Developed service blueprints and design solutions for digital enrollment, including a new native mobile enrollment capability.
• Conducted iterative experimentation on branded sign-in for data-sharing experiences, resulting in a ~10% increase in successful sign-in transactions.

Led the design and documentation of Capital One's first enterprise-wide design system, aligning design, brand, and technology teams to establish a unified visual and interaction framework that enabled scalable product design practices across all digital experiences.

• Served as author, designer, and community liaison for the enterprise design system, shipping an initial set of 15 components that grew to 20+, alongside governing design principles and guidelines for areas like animation.
• Drove adoption across every line of business except commercial banking through an on-site tour of 5 Capital One offices, running workshops, onboarding sessions, and town-halls with product teams to land the system in their workflows.
• Audited and standardized interface components used in all consumer-facing applications to improve cross-product and interaction parity.
• Developed and tested system documentation, guidelines, and implementation recommendations.
• Designed a contribution-ready iconography system with Brand, establishing a unified visual language for interfaces and content.
• Consulted on usability testing and creative direction for Optimist, Capital One's proprietary typeface.

Led visual and interaction design for enterprise web initiatives that enhanced usability, consistency, and engagement across Capital One's digital ecosystem, strengthening brand cohesion and improving customer conversion.

• Served as the primary visual designer for the redesign of Capital One's homepage, introducing new information architecture and interaction standards that improved navigability across a complex marketing environment; contributed to a ~5% lift in credit card applications.