CreditView
CreditView
Helping BMO customers achieve real financial progress
Responsibilities
UX Design
Visual Design
Timeline & team
5 months
Product Designer (me), Product Owner, Content Strategist, QAs and Developers
Overview
CreditView helps BMO customers check their full credit score for free
(Click to enlarge) Digital banking module highlighting the main features of CreditView
The tool helps customers understand how their financial decisions could affect their credit score by comparing their real credit score to a simulated one based on which options they select, for instance, getting a car loan.
CreditView also helps users improve their credit scores and how they use credit by providing free credit education and resources.
discovery
Stakeholders wanted to redesign the page to increase engagement and drive application starts for credit-building products
(Click to enlarge) From left to right; the CreditView page before the redesign, the redesigned page.
Based on the project brief, I reviewed heat maps of the existing page to:
Understand customer engagement across all breakpoints (desktop, laptop, tablet, mobile)
Assess which modules were performing well or had low engagement
Verify that modules that performed well were in Contentful - the newly implemented CMS - since we had to use it to build the page
UX Design
As project goals changed, we had to find ways to balance business priorities with providing customers with the educational resources they needed
As the project went on stakeholders' priorities shifted, and they asked us to include a cross-sell to highlight our credit products across loans, lines of credit and credit cards.
To compromise with this request, the content strategist and I agreed to include the cross-sell section lower on the page. We did this to avoid coming across too sales-driven too early in the page experience and keep the page mostly focused on CreditView and financial literacy.
(Click to enlarge) I included the cross-sell after the FAQs to capture any customers who felt motivated to open a credit product after going through the page
CHALLENGES
To avoid delays in the schedule due to challenges with the newly implemented CMS, I consulted with the lead designer on that team to think through workarounds
As I learnt more about the CMS, I realised the product cards in the CMS didn’t fully match what was in the design system.
As a result, I had to figure out how to accommodate the page content while staying as close as possible to the approved designs to avoid project delay. To get some guidance, I reached out to the design lead on the CMS team to discuss the best workarounds or substitutes for the desired modules.
(Click to enlarge) Product cards from the existing design system in my original layout
(Click to enlarge) Product cards from the CMS that I had to use instead
Visual Design
To make the concepts on the page more engaging and easier to digest, I created simple charts and reused icons from the design library, updating them when necessary to fit the goals of the redesign
(Click to enlarge) Two iterations of the credit factors chart. On the left is the initial design with the final on the right. Due to legal concerns, I updated the chart to focus less on hard numbers and more on the general factors that affect a credit score
(Click to enlarge) Different versions of the credit score chart from the initial design in the top left to the final in the bottom right corner.
Outcome
Although I faced a lot of hurdles due to the new CMS, the redesigned CreditView page saw a 33% increase in visits
Outcomes
Visits increased 33% compared to the previous 3 mth avg
Sign-ins increased 11% compared to previous 3 mth avg
lessons
Not knowing the status of modules meant I had to rework my design to work within the constraints of the CMS
Many illustrations and icons from our design library weren’t available in the CMS or had the wrong name, making them hard to find - which limited how visually robust I could make the design.
Page previews sometimes didn’t work in the CMS if there was a defect with a component, but it wasn’t always clear which module had the issue to begin with, making it hard to troubleshoot
Thank-you for reading!
Wanna learn more about this project? Let’s chat
You can reach me at: kerleajoseph@gmail.com