Jia Ivey
Design Leadership | $1.2B Revenue Impact | Transforming Banking through AI-Integrated Product Design & Strategy
- Role
- SVP, Director of Experience Design at Truist
- Location
- Charlotte, NC, US
- LinkedIn followers
- 500 followers
About Jia Ivey
As an Experience Design Director at Truist, I lead a team of designers, researchers, and engineers to deliver personalized and seamless shopping and account opening experiences for consumer and business banking clients. With over 10 years of experience in design leadership, I am passionate about creating solutions that meet the needs and preferences of diverse and evolving customers. In my current role, I have driven digital sales growth, customer satisfaction, and fraud prevention by conducting A/B testing, implementing design principles, and collaborating with cybersecurity partners. Previously, I built and managed a product design team at Grubhub, where I led the design of core features for the food delivery app that increased conversion and retention. I also delivered a $10M testing and automation platform for enterprise risk management at Bank of America, where I hired and grew a team of 20 product managers, UX designers, and engineers. I hold a Master of Science in Communications Design from Pratt Institute and two certifications in usability testing and visual design from Nielsen Norman Group.
Experience
SVP, Director of Experience Design
Sep 2020 — Present · Charlotte, NC, US
Hired and grew the team to 30 designers and design directors responsible for creating Truist’s “storefront” experiences for both clients and support teams: Truist.com, digital account opening, and digital banking onboarding. Key product areas include Consumer Deposits, Credit Cards and Lending (Secured/Unsecured) and Small Business Banking.Implemented design principles rooted in accessibility, design system, user research, voice of client and product analytics. Trained and equipped designers to make data-driven design decisions in order to confidently propose persuasive experience enhancements.Delivered a 39% increase in conversion rate and increased digital onboarding client satisfaction rate by 12 points to 93%. Collaborated with Cybersecurity partners to decrease fraud volume by 90% YoY. Spearheaded the launch of new Truist experience and brand during 20••••22 merger (SunTrust and BB & T) with modern tech stacks.
Education
Pratt Institute
Master of Science, Communications Design
2010 — 2012
Leiden University
Art History
2008 — 2009
National Taiwan University
Bachelor's degree, Chinese Language and Literature
2004 — 2008
Skills
- User Experience
- User Interface Design
- Interaction Design
- Web Design
- Branding & Identity
- Typography
- Design Leadership
- User Research
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