Parker is a credit platform for internet-native businesses: e-commerce brands, course creators, and influencers. It provides real-time, dynamic credit limits by underwriting performance data from sales channels, accounting software, and bank accounts.
I joined as a product designer and grew into Head of Design, leading end-to-end product strategy, UX, and execution while transforming Parker’s internal risk analytics into a customer-facing product. The goal: help founders understand their financial health, take action to improve it, and grow creditworthiness along with us.
Parker’s risk team underwrote businesses using real-time data from sales, accounting, and bank integrations. Underwriters assessed indicators like contribution margin, cash burn, CAC, LTV, and refund trends, but all of this insight was invisible to customers.
Traditional lenders occasionally approved these businesses, which made Parker feel like a barrier. The opportunity was to transform these internal insights into a transparent, actionable analytics product. By giving founders visibility into their financial health and showing how to improve, Parker could educate customers, drive engagement, and create a flywheel where stronger businesses qualified for higher limits.
I started by deeply understanding the ecosystem. I sat in on sales calls to hear how founders reacted to limits and denials, shadowed underwriters to see how internal risk signals were interpreted, and interviewed CFOs, COOs, founders, and denied applicants to understand their goals, frustrations, around existing analytics software.
I mapped the information architecture in writing, with pen & paper, and then in wireframes to workshop with internal subject matter experts.
Prototypes were iterated with the PM, CTO, engineers, and a set of customers, making sure edge cases were handled and technical feasibility was baked in. The goal was to turn complex risk signals into clear, actionable insights for founders.
The product drove measurable results: 30–40% of existing credit customers converted to paid Analytics users, and those users were significantly more likely to stay with Parker rather than churn. Beyond metrics, the work created a framework linking insights → engagement → business growth, proving that transparency and actionable analytics could meaningfully improve both the customer experience and Parker’s lending outcomes.
