CIBC (Canadian Imperial Bank of Commerce)
Driving self-serve completion and reducing Financial Advisor workload for the CIBC GoalPlanner
Overview
Role
Product Designer
Timeline
Fall/Winter 2022, 6 months
Team
Design (myself + Lead Designer), Research, Technical/Development, Product, Business
Client/industry
CIBC / Financial institutions
Platform
Desktop
Why an online financial goal-planning tool?
Canada has experienced notable growth in high-net worth individuals and households
My role & contributions
1
Partnered with PMs, UX researchers, and developers to iterate under tight constraints
2
Prototyped with speed and accuracy using CIBC’s established design system
3
Joined project midway to assess the flow and rapidly build aligned solutions
Challenge
CIBC’s GoalPlanner tool helps high-net-worth clients set financial goals online, but the onboarding flow suffered from 80%+ drop-off rates
Research
Gathering insights from clients and their Financial Advisors to understand their pain points
I supported the UX Researchers throughout the process: I participated in user interviews, audited key findings, and helped synthesize insights from both clients and Financial Advisors.
These learnings directly shaped my design revisions, which I defended to the Director to ensure they aligned with both user needs and business goals.
Solution
Revise the onboarding experience to reflect clients expectations
We ran usability testing to validate the new flow, which revealed clear improvements in clarity, confidence, and task completion.
The final deliverable received strong support from the Director and broader team, and my work directly led to an extension on future CIBC initiatives - a reflection of the trust built through thoughtful collaboration and execution.
Re-sequenced onboarding to set clearer expectations up front
Created a clean transition from digital onboarding into booking a call with their Financial Advisor
Integrated a direct handoff to developers at completion