Background

What's Braze content cards?

Simplii Financial clients are interrupted and annoyed with pop up offers or feature highlights while doing their regular online banking.

Braze cards initiative can address this problem by turning those pop ups into persistent and dynamic content on the account summary page so that clients can have an uninterrupted UX.

Timeline April 2022 - August 2022

Problem

Interrupted experience

Client experience was interrupting, and drop off rates were increased due to displaying advertising and marketing modal pop ups.

Solution

Content cards carousel

By implementing braze content cards carousel, offers and app features are added on the account summary page as a new section. Therefore, clients won’t get interrupted anymore.

Project goals

Design Process

I started gathering data by conducting a competitor analysis and looking into braze layout options, creative guidelines and required sections for cards.

I discussed initial ideas by presenting my design explorations to the CIBC UX designer, the product owner, the marketing manager, and the design director.

Initial Design Explorations

The classic card style was the recommendation from the whole team, as it’s not “ad” looking, doesn’t have a picture and does not occupy too much space which could result in more scrolling for clients.

Challenges

Balancing design and accessibility

Balancing design and accessibility was challenging. I was hesitant to add arrows as suggested for accessibility, as they cluttered the design, risking cognitive overload and user confusion due to the excess navigational options.

I shared my concerns with the team and decided to address the issue later, informed by user testing results.

User testing

I prepared testing questions and prototypes for A/B testing Braze Cards for the Simplii app and website.

UX researchers conducted the sessions while I observed to analyze user interactions with my designs and took notes for future improvements.

Business impact