Background

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

my role

Lead Product Designer

issue

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

Project Goals

Deliver promotions, showcasing new features and onboard new clients without being interrupting and frustrating
Personalization: ability to dynamically display different creative body content
Increasing conversion rate by partnering with Braze channel

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.

Classic Cards Design Concept

During design explorations on classic cards, I ended up with 3 design options considering accessibility recommendation, usability and ux best practices.

The Challenge I faced

It was pretty tricky to balance between design and accessibility.

I wasn’t sure about putting arrows as per accessibility suggestion because it made the overall look pretty clutter which might result in cognitive overload, and also there were many arrows on the page it would also confuse users.

It seemed to me that it is unnecessary to have many navigational options. I expressed my opinion to the team and decided to act on this challenge later based on user testing results.

User testing

As the team prepares to implement Braze Cards in the current Simplii app and website, they would like to ensure that the design options they've created are well received by users.

Background

I prepared the testing questions and prototype options for A/B testing. This testing was conducted by UX researchers and I participated passively in testing sessions to analyse how users interact with my designs and take notes for future iterations.

Key findings

Most users preferred version A entirely. Some users preferred a combination of both.

results

Although the impact of this channel is still on track, my work had some positive effects on product and business based on analytics outcomes.

Uninterrupted and engaging client experience while delivering personalized promotions
%13 increase in daily active user engagement
increased conversion rate
unique impressions and more clicks from new clients