IS Concierge
Summary
For clients with higher savings or special status, CIBC offers access to Imperial Service, which provides exclusive offers and benefits. CIBC also wanted to give these clients a dedicated space where they can set up financial goals and receive assistance in achieving them.
My Role
As the sole product designer for this project, I was responsible for the full design lifecycle, including wireframing, low- and high-fidelity mockups, interactive prototyping, and UI design. I collaborated closely with UX researchers, accessibility specialists, developers, and business representatives throughout the process.
Goal
The main goal of this project was encouraging clients to set up their financial goals to provide them personalized experience and show them value to be an imperial service clients. We wanted to show them not just another sales place to see ads, but a space where they can actually get help to become more successful on their financial journey with us.
Old design
Old design analysis
The current Advice tab offers helpful information and valuable tools, but its outdated design has contributed to low client engagement. The page does not clearly communicate the benefits of its features or the value clients can gain by engaging more.
User experience research conducted before this project also showed that many Imperial Service (IS) clients are unaware of the exclusive benefits available to them. My primary focus for this project was to design a solution that effectively communicates the value of being an IS client and highlights the advantages available through the Advice page.
Draft design
Design iteration
In the initial ideation phase, the main focus was on the Advisor section. My goal was to create an area where clients could easily access their advisor’s information, book a meeting, and review appointment details.
The intention was that highlighting the advisor relationship would help clients feel supported and cared for, while demonstrating the practical value of the page would encourage more engagement.
After presenting this concept, I received feedback that, due to technical limitations, upcoming appointments could not be displayed on this page. Additionally, the business team requested that the Goals section be given greater emphasis.
Advisor
After reviewing the feedback, I redesigned the Advisor section.
In the first revised option, I kept a similar vertical footprint to the original design, but shifted the focus to give the Goals section greater visibility above the fold. To achieve this, I placed the advisor details within an accordion. This change made the layout more compact, while ensuring that advisor information remained easily accessible for clients.
There was also a suggestion to move the Advisor section below the Goals section. However, I decided to keep it near the top of the page, as it was important to show the page’s usefulness and relevance to each client.
Goal planner
The Goal Planner section also underwent several rounds of redesign. The initial concept was to give clients a gentle nudge to set up their goals, using minimal text and simple illustrations. However, because goal setup is essential for delivering a more personalized client experience, we decided to give this section greater emphasis both visually and in content.
Additionally, to give clients the opportunity to explore the feature before setting up their goals, we made the primary button a DIY option. This approach encourages engagement while keeping the experience flexible.
Final design
Final design
Unlike the initial idea, we decided to divide the content into two separate pages: one focused on goals and advisor information, and the other on benefits and offers. This approach was intended to help clients avoid feeling overwhelmed by too much information at once.
In our internal user research, most participants understood the purpose of both pages and were able to accurately describe the actions they could take on each page.
Takeaways
I worked on this project for more than six months, and collaborating with other designers throughout the process was extremely valuable. When working on a project for an extended period, it can be easy to lose perspective about the overall direction. Regular brainstorming and design review sessions with the team helped me see the project from new viewpoints and refine the approach.
There are still many features I would like to explore for this project, but due to resource and technical limitations, some ideas were postponed. I am hopeful that I will have the opportunity to work on future development and continue enhancing the client experience.