The calculator suite that became the company's front door, and the offer widget that monetized it.
Senior Growth Technology Product Manager ยท LBG engagement
Finding the Front Door
Credit Karma's growth depended on tools people actually used. Nobody had established which of those tools mattered most. Analytics settled it: the calculator suite was already driving roughly 75% of site traffic and revenue from 500K monthly views. It was not a section of the site. It was the front door.
Investing Where People Already Were
That insight reframed the roadmap. Instead of spreading effort across everything, we invested in the tools people were already using. Four new calculators launched, twenty more scoped, and twenty-five plus existing ones rebuilt, including loan, debt repayment, amortization, and mortgage. Alongside it, core web vitals work across several front-end and back-end codebases to protect search visibility as the pages grew.
One Widget, Every Calculator
The offer surface underneath could only display one card at a time, so users had nothing to compare. We built a widget supporting one to five offers with responsive layouts for every state. Rather than modify the existing widget, we built a new one alongside it, because other teams depended on the original and retrofitting every published article would have taken weeks. It became the standard offer surface across the calculator suite, including mortgage, the highest-traffic tool on the site.
Built for Real Constraints
Offers go active and inactive on their own schedule, and banks sometimes restrict where their products appear. The widget resolves which offers to show at render time, collapses gracefully from five down to one, never mixes active and inactive offers in the same view, and stays editable by writers who do not think in logic trees. Metrics were defined before launch with named owners: sessions and keyword ranking, conversion, offer clicks per visit, revenue per visit, and page speed, with a rollback plan if the numbers moved the wrong way.
Highlighted Initiatives
- Owned the calculator suite end to end. Product strategy for the tools driving roughly 75% of site traffic and revenue from 500K monthly views.
- Launched and rebuilt 29+ tools. Four new calculators, twenty more scoped, and twenty five plus existing ones revamped.
- Built the multi offer comparison widget. One to five offers, responsive across mobile and desktop, now the standard offer surface across the calculator suite.
- Made the build versus modify call. Chose to build new and redesign the old widget together, so other teams’ pages never broke.
- Set measurement before launch. Sessions, keyword ranking, conversion, offer clicks per visit, revenue per visit, and page speed, each with a named owner and a rollback plan.
- Improved SEO and core web vitals. Performance and accessibility work across several front end and back end codebases.
- Rebuilt the backend CMS. Gave marketing direct control of content instead of waiting in the engineering queue.
- Trained teams on lean agile. Marketing and technology teams moved to faster cycles with stable production and staging workflows.
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