Background

What's Platform Modernization?

Simplii Financial, CIBC’s digital banking line, is modernizing its platforms as part of the Platform Modernization project. The redesign focused on improving the native app homepage and left drawer menu for streamlined banking experience.

Timeline January 2023 - July 2023

Problem

Cluttered interface

Clients faced a cluttered interface with poor information hierarchy and an unorganized left drawer menu. To align with Simplii’s tagline, The Bank of Now, the Platform Modernization project aimed to enhance the homepage’s visual design.

Solution

Redesigning for simplicity

To align Simplii’s homepage with its brand identity, I redesigned the interface using CIBC’s shared UI framework. This included:

01

Applying Simplii’s unique colors, icons, and assets for a cohesive brand experience.

02

Customizing features to match Simplii’s specific banking needs, removing irrelevant functionalities.

03

Enhancing visual design to improve clarity and organization for users.

Challenges

The redesign was constrained by limited creative ownership, as I had to strictly follow CIBC’s design concepts and styles for the Simplii app. However, to save costs and efficiently use resources, we proceeded with this shared design framework.

User testing findings

01

Total balance

Client feedback after the first release highlighted a need for a total account balance feature, leading to its addition in the UI.

02

Security icon survey

A survey conducted from Oct 31 to Nov 1, 2023, with 144 participants aged 18-50, evaluated the effectiveness of Simplii’s security icons.

Most participants associated Icon 1 with security, but Icon 2 caused some confusion. Suggestions included adding text labels to clarify icon meanings.

Business impact

01

Simplified navigation and intuitive design improved user engagement and satisfaction by 35%.

02

Improved placement of promotional offers increased new credit card sign-ups by 30%.