Mobile Card Management
This project was to provide multiple self-services for mobile bank users.
The business goal of this project is to reduce the Call center costs and Shipping costs & costs of new card. The cost was reduced 15% from $203,486 to $171,540 in the first year of launch. It also supported to increase mobile banking users and credit card user loyalty.
As a senior design lead and design manager of the team, my responsibilities are:
-
Define design roadmap with strategy team
-
Support successful implementations and delivery
-
Inspire innovations with new technology and tools
Role
UX Design Lead
Design Manager
Stakeholders
Credit card department
Legal & Privacy
Telephone banking & Call center
Frontline team, Marketing & Online portal
Year
2018 - 2020
🤯 Context of the project
What matters to business?
-
To be the 1st of big 5 Canadian banks enabling mobile credit card controls
-
Fintechs deliver card control features in their products
-
CIBC has 3.3 million active accounts and 17.3% lost card per year
What matters to users?
-
40% mobile banking users preferred to activate new card on mobile
-
35% mobile banking users requested to report lost/stolen cards on mobile
-
74% of cardholders would choose a card with best security & fraud protection over rewards
🧭 Create design vision & roadmap
-
Based on user research, we created user personas for our North Star users to guide design
-
Created user journey map to visualize the scenarios of user interactions with the bank when lost the card
-
Create design vision based on persona: To enable CIBC credit card users digitally control the credit card, so that they can be uninterrupted in everyday purchases.
Theme based roadmap vs Feature based
I created a design roadmap which is theme based to focus on solving problem (card security, transaction transparency, fraud prevention...)
Prioritize features
I used an impact vs. effort matrix to prioritize initiatives with stakeholders which is adaptive for uncertain tech readiness
Flexible timeline
I suggested a flexible timeline which supports potential revision on the plan and meets the goals
🎨 Design & Delivery
Standardize design components
During the regular team design reviews, I realized some features in the project can be reused as a component cross 3 projects. I created a design pattern for 2 features (Feature onboarding & Action menu)
Usability testings
-
5 rounds of in-person/remote usability testings to support the design decisions (position & flow)
-
3 remote rapid testings to support content decision
-
3 usability testing to validate concepts of card hub features in the roadmap
Define last-minute design bug process
In the daily projects, there're always last-minute bugs on design and usually designers were not involved to make final decisions.
To solve the problem, I created this process and shared it with product owners, to empower designers to make voices.
Consolidate project design processes
To improve the cross-team collaboration and increase efficiency and consistency, I organized sharing sessions between 20 designers across 5 pods teams to unify design process.
It was supported by all team design leads, and we also shared it with the design community to align with other design teams.
🤩 Beyond design
Cross-functional teams collaboration
To ensure the success of this project, I built a seamless collaboration process between Product stakeholders, Design teams & Technology squads.
-
Organized weekly design-tech reviews with business stakeholders and developers to sync up research findings, design outcomes, tech constraints or accessibility suggestions
-
Worked with marketing and public site teams to promote digital card controls & user engagement
-
Connected with frontline, customer services & support teams to create user guides, train the advisors and collect direct feedback from users
-
Aligned requirements from fraud security and legal teams
Address conflicts between design teams
In the beginning of project, my team had a challenge to work on the strategy team concepts. We had questions on the strategy decisions and requested to re-test the design options.
Establish communication:
• Communicate with strategy director to share contexts
• Organize a bi-weekly roundtable discussion between delivery & strategy design leads for collaboration and alignment
Facilitate sharing:
• Share project outcomes and research findings to keep aligned
• Present design library to ensure consistency
Define handoff process:
• Develop a clear handoff process and package to streamline transitions between teams
Address conflicts between designer & PO
During the implementation, the Product Owner (PO) was concerned about a designer’s low performance. In a one-on-one discussion, I found that the designer was pushing for a user experience issue and questioning the project requirements, which the PO saw as resistance.
Prioritize impacts:
-
Determine the criticality of the 15-day auto-deactivate feature
-
Use rapid testing and call-centre data to validate
Collaborate with devs:
• Evaluate the feasibility of the designer’s suggestions in collaboration with the development team.
Get business & executive support:
• Advocate for the designer’s user experience perspective in project meetings & leadership demos to ensure their insights are considered in project.
✨ Inspire Innovation
Card Management Hub
Through user testing, we learned multi-card users preferred to manage cards in one place. I led team to create a card hub concept.
AI chatbot
By hosting a design hackathon 'Mobile banking 2025', I led my designers to create a concept of personalized card management powered by AI
🙋🏻♂️ Showcase the design outcomes
With business stakeholders
To get feedback and host roadshow of design process
With design guilds
To communicate impacts and recognize achievements
With leadership
To get alignment with strategy and increase team visibility