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Janelle Holst
UX & Product Designer
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A Bit About Me :)

Hey there, I'm Janelle, the Design Lead at OppFi.

I started as an intern, and now I'm the company's only product designer. This means I get to contribute my own ideas to the roadmap and see projects through from first sketch to launch. I enjoy taking complex problems and making them feel simple, human, and maybe even a little fun.

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Outside of work, you’ll usually find me building a playlist or deep into a new DIY project. Oh, and I’m never going to turn down a game of pool.

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Thanks for stopping by! If you've got a project, an idea, or a pool table, I'm in.

🎱

janellecholst@gmail.com

My Design Philosophy
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Start With the User

I don't have a research team, so I built my own toolkit: customer complaints, call center themes, and session replays. I start with what people are actually struggling with.

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Make the Call

As the only product designer, I make a lot of design decisions, and I'm comfortable making the call when it's game time.

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Test Everything

A/B tests tell me whether a design actually changes what people do, so I keep improving based on the results.

Work With the Whole Team

I partner with product, engineering, data, and customer support from research to launch, and with legal and compliance when it matters.

Work Experience

UX Design Intern

Dec 2020 - Mar 2021

Mindcurrent

  • Improved interfaces by gathering feedback, iterating on designs, and applying usability best practices

UX Design Intern

June 2021 - Aug 2021

OppFi

  • Redesigned the customer portal through research and prototypes; that work grew into the multi-year portal and payments projects I carried into full-time roles

UX Designer

Dec 2021 - Jan 2024

OppFi

  • Designed a self-service settlement offer flow with legal and compliance: $1.54M in annualized recovered revenue, 2x the $740K projection (A/B test)

  • Found roughly 90% of support calls were for tasks a portal could handle, then designed self-service tools so customers could manage accounts without calling

  • Redesigned the post-qualification application flow (350K+ users in two months) around a reusable template system: +1.5% application conversion, 15 minutes faster completion (A/B test), presented company-wide

Senior Associate UX Designer

Jan 2024 - May 2025

OppFi

  • Designed one-click payment options in place of a blank amount field: +1.2% payment completion, +$0.60 average payment (A/B test)

  • Designed a one-contract application flow with product: signed contracts per funded application cut from 2.3 to 1, new-application complaints down 8%, uploaded documents down 5% (A/B test)

  • Introduced magic link login and Link to Pay, so customers can sign in without a password and pay without logging in

Design Lead

May 2025 - Present

OppFi

  • Designed all screens for a new line of credit product as the sole designer: mobile-first dashboard, draw and payment flows, four account states

  • Sole designer of LOLA, the from-scratch system for underwriting decisions, fraud escalations, and customer records, replacing a third-party tool; drove most product decisions across multiple user types

  • Redesigned the loan offer screen with product (same-day funding, refinance teaser): final-step completion +2.5 pts, withdrawals -3.1 pts for new applicants (A/B test)

  • Partner with product, engineering, data, and customer support from research to launch, and present from user problem to measured result, including company-wide for LOLA

  • Maintain three design systems (application, LOLA, customer portal), documenting component behavior, states, and breakpoints

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