UX STRATEGY / PROTOTYPE / RESEARCH / TESTING / VISUAL DESIGN
Credit card feature consolidation
Overview
CIBC has over 3 Million active credit cards users ranging from Classic to Aventura Visa. In order to better serve our clients needs we introduce features that make their lives easier but with features releasing one after another it's equally important to maintain the sanity of the credit card section itself.
OUR PROBLEM STATEMENT
As a CIBC credit card client, I want to be able to easily access all my card features in a seamless manner so that I can perform my daily banking tasks quickly from within the mobile banking app without calling CIBC for support.
DELIVERABLES
My task was to ensure that as new credit card features get released based on our internal roadmap, bring a seamless experience for our clients.
MY ROLE
I was tasked with leading the project, establishing our project plan, approach and working along side our research team to obtain the desired outcome.
Our Project Goals
What we wanted to gain as an end state from this project
- Surface self-serve functionality which will result in call reduction and improved customer experience.
- Ensure new functionality is findable and usable without overwhelming users.
- Establish UX patterns and behaviors that are scalable, will align various credit card projects into a single cohesive experience.
Initial Research
- Competitive analysis of different Canadian financial institutes as well as best in class experience from other industry leaders.
- Internal data from the CIBC insights team and Call center data on common client irritants for the credit card section.
- Exploring research & findings from individual projects going in to the credit card section from our roadmap.
Brainstorming & Ideation
- Design Lead
- Business Stakeholders
- Tech Consultants
- Individual project design SME's
- Research
User Flow Mapping
Testing Plan
- Online surveys and first click tests were conducted with 448 participants
- Guerilla Usability Testing sessions were held with 10 participants
- Internal CIBC prototype testing partcipants
Research Findings
82% users were able to successfully complete tasks
Main menu (hamburger) is familiar to users
Floating action button (FAB) is not familiar to users, resulting in hidden functionality
High frequency tasks should be made more visible and accessible redundantly, not just using the floating action button
Transaction Details are more discoverable with added indicator (Chevron)
Certain labels and icons are confusing
Recommendations
- Based on the findings, proposed a launch order for all the different projects on the credit card roadmap.
Relevant label and icon changes to screens wherever applicable on the credit screens.
Visual indicators to be added on the transaction details screen and sub-flows to provide affordances and increase chances of users identifying clickable patterns.
Floating action button (FAB) to be revisted and further investigated for desirability and functions inside the FAB.
Implement and use full screen view patterns wherever applicable instead of introducing one-off patterns.
Future Opportunities & Visual improvements
