CIBC Insights
CIBC Insights is a feature which uses client analytics to provide tips and insights.
Our team was able to explore, test, and later implement upgrades to insights leading to 300% more usage, and 101% more opt-in's to the feature in just 3 months after launch.
This also paved the way for the evolution of Insights, CIBC Digital Presentments which you can read about on the previous case study page.
We started by conducting workshops with key stakeholders.
A series of multi-day FigJam workshops helped us define pain points, align on goals, outline constraints, and coordinate as a team.
📌 Day 1: Goals & Distractors
We aligned on our north star by defining key objectives and identifying potential pitfalls. This ensured our team stayed focused on what truly mattered.
🎯 Day 2: User Persona
Through deep collaboration, we built a clear and detailed user persona, helping us empathize with their needs, behaviors, and pain points.
💡 Day 3: Ideation & Concept Exploration
We rapidly brainstormed ideas around discoverability, interactivity, and integration—generating diverse solutions before narrowing our focus.
🔍 Day 4: Research Alignment & Prioritization
We validated our concepts by aligning them with research insights, then prioritized the most impactful features to move forward with confidence.
Feature prioritization and collaboration paved the way for our working road map.
After synthesizing and discussing the themes and findings from our workshops, we noticed 2 major solutions which we all aligned on as a team:
🎨 Redesigning the insights page
In order to improve discoverability, personalization, and speed.
🔖 Making insights contextual
To evolve insights outside of it's section, and provide them to our users across many different points of the app.
A/B testing and surveys were able to support these possible solutions further, and showed clear user interest and support.
Design iterations were tested, and revised in order to maximize each of our use cases.
For the redesign we explored opting in, onboarding, and the insights hub which showcased key areas of improvement like the weekly summary, pinned insights, and categorization.
UI, location, integration, triggers, animation, alerts/notifications, and more were explored.
🧪 Concept testing was collaborative
Observation notes were taken together as a team, which resulted in a Figjam board full of useful stickies.
❤️ Results overall were very positive
Users thought it was well executed, useful, and considerate, but were confused by icons, triggers, wording, or specific cases of content.
Experts were met with to ensure technical feasibility, and estimate costs.
Tech assessments and cost assessments were later conducted to ensure each feature or addition we were proposing was technologically feasible for our developers, and financially feasible for the business.
During this stage I assisted a teammate with exploring and implementing a feedback system for insights, so that users could submit feedback too.
Contextual insights were my responsibility, and lead to profound outcomes.
Close developer collaboration enabled rapid prototyping and seamless integration of contextual insights into key areas of the app. This partnership was key to efficiently testing UI strategies, resulting in:
📈 300% Increase in Feature Usage
The strategic integration of contextual insights significantly boosted user interaction within the app due to wider exposure.
✅ 101% Increase in Opt-Ins
Wider reach done in a strategic way across the CIBC app was more inviting, appealing, and useful to users.
To maximize impact contextual insights were strategically placed in high-traffic areas like the home screen, e-transfer page, and account details. This ensured users received relevant information at key moments, boosting engagement and adoption.
This project's success was instrumental in the evolution of CIBC Insights, directly informing the design of CIBC Digital Presentments—its refined, fully contextual successor, which I also designed.
Read about CIBC Digital Presentments on the previous page!
Outcomes
Notable Contributions
- Provided UI and UX for contextual insights, and insights page.
- Collaborated on UX research processes and testing.
- Collaborated with a Content Writer to optimize content.
Key Learnings
- Learned more about modals, notifications, and info prioritization.
- Remote collaboration with teammates across design, research, strategy, and analytics.
Final Notes
- Contextual insights being implemented resulted in 300% more usage, and 101% more opt ins to the CIBC Insights feature in just 3 months.
Due to the findings of this project, in 2024 CIBC stakeholders made the decision to start CIBC Insights over from scratch, with a focus on contextual insights.
I worked on the newer CIBC Digital Presentments which you can read about on the previous page.
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