A milestone redesign celebrating Boost's 5 years in market — modernizing performance, scalability, and user experience
To mark Boost's 5th anniversary, we undertook a comprehensive redesign of one of Experian's flagship consumer products. The initiative modernized Boost's architecture and visual identity, improved page load times across all screens, and introduced the ECS Atlas design system to align Boost with Experian's broader product ecosystem. The redesign launched at 10% exposure on June 6, 2024, before ramping to full 100% rollout by August 2024.
After five years in production, Boost's codebase and design had accumulated significant technical and visual debt. Page load times were drifting away from the 5-second load requirement, and the product's UI no longer reflected Experian's evolving brand standards. The existing architecture also limited the team's ability to add new goals, personalization capabilities, and product features without extensive rework.
Additionally, mobile web users — a growing segment — experienced a suboptimal experience that needed dedicated optimization.
The redesign centered on three pillars: performance, scalability, and brand cohesion.
The redesign followed a controlled, phased rollout to monitor quality and performance at each exposure threshold before ramping further.
An early read from the Boost Outcome Placements at 10% exposure showed Total CTR of 2.51% for Redesign ON vs. 1.40% for Redesign OFF, providing confidence to accelerate the ramp.
At full 100% exposure, the Boost Redesign delivered meaningful improvements across key product metrics:
Following the full rollout, the team shipped an additional enhancement on August 22, 2024, responding directly to one of the most consistent user feedback themes: users wanting to understand how Boost has helped them over time.