Mitchell Licht — Senior Content & Product Designer

Experience

SoFiSept 2025 – PresentSenior Content Designer

Wells FargoJul 2024 – Sept 2025Senior Content Designer

DocusignSept 2023 – Jul 2024UX Writer

KlaviyoSept 2021 – Sept 2023UX Writer & Copywriter

mitch@portfolio — skills

about-me.txt

7+ years of experience at the intersection of design, language, and AI in highly regulated industries

Hi, I'm Mitch. I run before most people are awake and fall asleep before some people eat dinner. I've lived in New York, London, Denver, and San Francisco, and I love seeing how communication shifts from city to city—and country to country.

My husband, our golden retriever Rocky, and I are planning our next move: the EU or UK.

LinkedIn →Download CV →

Increasing product adoption — SoFi

01 · SoFi

Increasing product adoption

SoFiContent & product designA/B experiments

Role

Content and product design · A/B experiments

Timeline

Feb – Mar 2026

Tools

Figma · Cursor · Claude Code

Stakeholders

Executive leadership, product design, product management, engineering, legal, compliance, and marketing across all SoFi product areas

Problem

At the top of the funnel, 41% of SoFi app users skipped product selection, and only 8% of those ever adopted a product. At the bottom, credit score monitoring lived behind a separate discovery flow most never activated or knew existed.

Contribution

Worked with Legal and Compliance to restructure the Money consents page for Phase 1.
Replaced a single dense legal block with a clear terms section and a separate, pre-checked optional consent for credit score monitoring.
Structured the bundle hierarchy for the Banking + credit score monitoring (Relay pairing).
Wrote language both sides could approve without adding friction, working directly with engineers on implementation.
For Phase 2, I built a post-registration quiz for users who skipped product selection—owning question framing, goal-oriented tile labels, results copy, CTAs, and disclosure handling across product types.
Built the product recommendation logic with Claude Code, mapping all quiz logic to the SoFi product library, working with engineering to implement and ship it.

Test 1: Bundles

Control: Single consent block, no distinction between required and optional

Test: Required banking terms pre-checked, optional credit score monitoring separated

Variants explored

V1: Goal-oriented list, single-select with full-sentence framing

V2: Tag cloud, multi-select keywords with flat hierarchy

V3: Sectioned icon grid, multi-select grouped by priority type

Test 2: Quiz

Registration: Mobile onboarding entry point

Quiz: First question, multi-select with product glyphs

Results: Matched products based on quiz answers

Outcome

Phase 1 hit 100% of Money traffic on April 17, 2026, with no impact on Money account openings, a 34% consent opt-in rate, and $1.5–2M saved in marketing spend. The +92% lift in feature adoption validated the approach, and the team is now extending the bundle to credit card and in-school loan funnels.

+115K

new members per year

$1.5–2M

saved in marketing spend

+92%

lift in feature adoption

34%

consent opt-in rate

Projected

Reflection

Before we ramped up experiment 1, our team decided if Money account openings were negatively affected, we'd hit pause. That ended up happening within the first two weeks, which prompted us to quickly go back to the drawing board, and develop the pre-checked consent version, which led to positive results we're still seeing today.

Creating a new card category — SoFi

02 · SoFi

Creating a new card category

SoFiContent designProduct launch

Role

Content design · Product launch

Timeline

Oct 2025 – Present

Tools

Figma · Cursor · Claude Code

Stakeholders

Product design, product management, engineering, legal, compliance, marketing, and cross-functional product teams

Problem

During my second week at SoFi, cross-functional leadership recruited me to help lead all content design for Smart Card, a new product offering that uses SoFi Checking and Savings balances to set a user's spending limit.

Contribution

Designed the native onboarding from application confirmation through first-use activation, covering approved, pending, and declined states. I worked directly with engineers throughout and pushed code myself.
Built a content system that decoupled tone/terminology decisions from any single launch, and that other designers now ask me to walk them through before their own launches.
Led all 2026 feature updates and discoverability, aligning product, engineering, and marketing on scope and sequencing for every release.

Launch

Smart Card home: Shipping notification, autopay, and rewards surface

Checking detail: Linked account and card surfaces

Your card: Freeze, Apple Wallet, Reset PIN, and report controls

Outcome

Data coming soon.

Reflection

We launched this 0-to-1 product in less than 4 months. During that time, there were several quick pivots, including placing the card behind SoFi Plus, SoFi's premium membership.

With new updates to Claude Code and Cursor since the initial card launch, next time we'd be able to ship faster, smarter, with improved internal content and product systems.

Redefining content design — SoFi

03 · SoFi

Redefining content design

SoFiContent and product designAI tooling

Role

Content and product design · AI tooling

Timeline

2025 – Present

Tools

Claude · Cursor · Figma · Claude Code

Stakeholders

Product design, engineering, and leadership

Problem

AI allowed the content design team at SoFi a moment to explore what our role is, what work we want to focus on, and how to provide even more strategic impact.

Contribution

I'd always been curious about the technical side of product development, without considering myself an engineer. The rollout of these "new" AI tools allowed me to tap into my curiosity and explore new ways to build and expand content design's impact at SoFi.

Merge requests I was the first content designer at SoFi to set up Cursor, which I used to conduct audits and make edits across code repos.
Content visualization Most people are visual learners. Rapid prototyping has helped me show cross-functional stakeholders what strings would look like in product within seconds, not days.
Rapid prototyping Why describe a new product idea that you want on a roadmap when you can build a 0-to-1 prototype in an hour?
Education I've created training materials for the content design, product design, and product management teams that cover details such as using MCPs, Cursor, merge requests, and how to use our content design AI skills for self-service.

Merge requests

Content visualization

Rapid prototyping

Outcome

Outside of leading internal presentations of how to use AI to self-serve, I'm continuing to expand the impact I have and the larger content design department at SoFi has.

Right now, I'm focused on defining a new working model that outlines how content design is involved in the product lifecycle for cross-functional teams.

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