PRODUCT DESIGN / RESEARCH / TESTING
Digital Concierge
Overview
The CIBC cards team approached us with a proposal to provide our Aventura clients with a digital travel concierge, so that CIBC can differentiate its travel rewards card offerings and enable clients to utilize their rewards points more effectively.
OUR PROBLEM STATEMENT
As a CIBC Aventura cardholder, I want to have a personalized and stress-free vacation experience, so that I can fully enjoy myself
DELIVERABLES
I was tasked with delievering an end - end experience from a design perspective on how the concierge could be implemented.
MY ROLE
Leading design on a 3-week sprint to understand the concept desirability and approach on providing a potential digital concierge solution for all travel needs.
Our Project Goals
What we wanted to gain as an end state from this project
- Establish an understanding of what the end user's needs/wants
- Integrate a digital concierge into CIBC’s systems removing the need to register for the concierge/rewards program separately
- Create a new travel experience that differentiates CIBC and places our travel rewards program miles above the competition
- Define a pilot program that will validate the findings of Discovery
- Design an elegant experience that fits seamlessly within the CIBC mobile banking application
Persona
High Level Flow
Digital Concierge Experience
Testing Plan
- 1021 Omnibus Survey of General Canadian Population
- 486 CIBC Advisory panelists – Travel card holders
- 367 AlphaUX survey respondents – US & Canada
- Guerilla Usability Testing sessions with CIBC & Non-CIBC participants
Research Findings
Significant reward redemption experience gap exists which a CIBC Aventura Digital Concierge would be strategically placed to fill
1 in 3 Canadians* have a travel rewards card, especially males, those 55+ years, and those with HHI over $100k ; 51% CIBC CC holders have a travel rewards card
32% directly go to the travel company’s website to book tickets without bothering to check their points. 19% know that they don’t have enough points, so they skip the point redemption process for booking travel altogether
72% Canadians* and 68% of CIBC clients prefer to save reward points for longer flights
Significant deficit between ease of collecting (20+ pts higher) and redeeming reward points (Canadians* and CIBC clients)
Recommendations
Proceed with development and deployment of a digital Aventura concierge pilot to validate key assumptions:
- Seamless integration with the CIBC mobile app allowing for easy booking and travel management.
- Enable point redemption for all bookings/purchases made with concierge.
Industry. - First in the industry to provide a digital concierge experience that integrates easy reward point redemption throughout.