CIBC Smart Guide to Canada

While working at CIBC, I was the designer for the CIBC Smart Guide to Canada.
When creating this tool, we were looking to provide users with more than just information about our banking products—We wanted to create a personalized experience where newcomers could access all necessary information all in one place and provide guidance through their journey to Canada.

During the beginning stages of this project, our research team created a survey that was completed by over 160 participants who recently moved to Canada. Through these results, we discovered:

  • 87% of participants found the process of immigrating to Canada extremely overwhelming.

  • 39% of participants chose their banks based on personal recommendations from friends or family already living in Canada.

  • 61% of particpants would prefer to build a personal relationship with a banking representative rather than exclusively online.

  • The top three countries that newcomers are immigrating from are China, India and the Philippines.

Challenge

Solution

Based on the needs of the business and the results collected from our research, we created the CIBC Smart Guide to Canada. The CIBC Smart Guide to Canada is a tool that guides users through a series of questions relating to their journey to Canada. Based on their answers, we provide information, resources and banking products that align with their specific needs. Some of the features include:

  • A customized results page that provides users with information relevant to their journey so that the user doesn’t feel overwhelmed with the amount of information being shown to them

  • Helpful articles that provide users with a holistic view of everything they need to know about immigrating to Canada

  • A referal program that allows existing customers to refer their friends or family immigrating to Canada

Out of scope but would have been nice

  • Integrating an online tool that allows users to find a banking representative in their area that speaks their native language

  • Create various versions of the guide in different languages

Collaborators

UX Researchers
UX Designer
Content Designer
Developers
Project Manager
Stakeholders

Next

Hank & Dee