Improved findability, user flow, content and visuals of CIBC Bank USA Smart Account for Canadian and US Smart clients.
ask
US Cross Border Banking is an account for business or pleasure where Canadian clients can conveniently bank in the USA. There are two US Cross Border Banking accounts but The CIBC USA Smart Account (checking) was the page that needed work.
Problem
- User journey is complex
- Information of the account was hard to find
- No clarity of information about the product
- Trouble finding link to page on CAN site
- Different visuals and experiences in CAN vs US site
- Client has to have CAN & US CIBC banking accounts
solution
- Clarify the user flow from Cross Border Banking CAN page to US
- Explain why users need to shift to the US site
- Allow users find the Cross Border easier page from within the CAN site
- Bring a story to users and clearly articulate what product and benefits (value prop)
- Create visually consistent pages
problem
- Lack of clear information in (left) container
- Challenging to distinguish between sections easily
- Layout lacks visual appeal
- Users don’t know that they will be redirected to the USA site
solution
- Added umbrella value prop above to introduce the two accounts
- Used icons to help differentiate accounts
- Highlighted value props - Bulk of content on US page
- Provided more information to prompt users to click “Learn more”
- Added transition modal to both ENG and FR journeys and explained why
problem
- User journey is complex
- Information of the account is hard to find
- No clarity of information about the product
- Trouble finding link to page on CAN site
- Different visuals and experiences in CAN vs US site
- Client has to have CAN & US CIBC banking accounts
solution
- Clearly explained what the checking account does, how to use it, when to use it and its benefits
- Modified content structure and layout
- Highlighted features and benefits, who the product is for
- Emphasized requirements to sign up, use the product, etc
- Exposed branch and ATM information
Not full page prototype
problem
- Users struggle to find answers to their questions on the page
- Amount of text makes it difficult to engage users and need to provide visual relief
solution
- Added category cards and descriptions at the top of the page
- Allowed users to quickly and easily find answers with anchor links
- Reorganized questions by task type (“how to sign up”, “how to transfer money”, etc) rather than product type
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