TRACKED OUTCOMES
Business and user lose less time while keeping more money in their pockets through better product surfacing and less transactional fees.
increase in product adoption
in Annual Recurring Recenue
through improved product awareness
PROBLEMS
Long wait times caused frustration, preventing adoption of our premium account tiers.
Users on the lower-tier account pay a $1.50 fee for each Interac e-Transfer.
RESEARCH & HYPOTHESIS
Due to budget constraints, the interviews were internal.
Key findings:
CHALLENGES FACED & HOW I TACKLED THEM
1
Secured buy-in for a new product comparison layout to improve the user experience of differentiating between products.
2
I worked with the content designer to reduce text wherever possible, made the account selection sticky, and organized dense information into meaningful accordions to avoid overwhelming users.
3
I added the feature right in the navigation menu and used tags to highlight the feature along with other promotional content.
FINAL DESIGNS
This feature release addressed key pain points, including long wait times when contacting the Advice Centre, frequent complaints about Interac e-Transfer charges, and the limited benefits of the base account tier.
WHAT DID I LEARN
To ensure all stakeholders have visibility and provide sign-off before the sprint, I introduced a separate “Stakeholder Review” design file. This file allows stakeholders to review the final designs and mark their approvals before we proceed with the development handoff.
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