CIBC
Web, Mobile, Tablet
Role: Product Designer
Platform: Web, Mobile
Tools Used: Figma
🌟 Overview
The CIBC Mortgage Switch Tool allows existing clients to switch or renew their mortgage online without visiting a branch. As the Product Designer on this project, I led the design initiative from research to high-fidelity prototypes, ensuring the process was seamless, intuitive, and accessible across web, mobile, and tablet.
🎯 Goals
Simplify the process: Make mortgage switching clear, guided, and stress-free.
Build trust: Use transparent design to increase client confidence during an important financial decision.
Optimize for all platforms: Ensure a consistent and responsive experience on desktop, mobile, and tablet.
Reduce friction: Minimize form fatigue, clarify next steps, and reduce drop-off rates.
🔍 Research & Discovery
User Interviews: Collaborated with stakeholders and customer service teams to understand pain points in the old process (e.g., confusion about required documents and timelines).
Journey Mapping: Created a step-by-step journey to visualize decision points and identify where users struggled.
Competitive Analysis: Reviewed mortgage renewal flows from other Canadian banks to benchmark usability.
🎨 Design Process
Wireframes & Flows: Created low-fidelity wireframes to streamline navigation and break down the process into manageable steps.
Hi-Fidelity Prototypes: Designed visually clear and accessible screens using CIBC’s design system for consistency.
Microcopy & Guidance: Added clear progress indicators, helpful tooltips, and contextual explanations to build user confidence.
Responsive Design: Designed layouts that adapted seamlessly for web, mobile, and tablet users.
🤝 Collaboration & Handoff
Partnered with developers and QA to ensure a pixel-perfect implementation and adherence to accessibility standards.
Presented designs at sprint planning sessions and iterated quickly based on stakeholder and compliance feedback.
Approved UI tickets post-development, maintaining quality and consistency.
✅ Results & Impact
Increased Completion Rates: A more intuitive flow led to fewer user drop-offs during the switch process.
Improved Customer Experience: Clear, guided steps reduced calls to customer support.
Consistent Multi-Device Experience: A unified experience across web, mobile, and tablet made it easier for clients to complete their switch from anywhere.
💡 Reflection
This project reminded me of the power of clear guidance in complex financial flows. By designing a guided, human-centered experience, we were able to turn a daunting process into one that felt approachable and easy, improving both user satisfaction and business outcomes.