Before You Begin Redesign
Before You Begin Redesign
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In 2024, CIBC decided to update their Fast Application (FastApp) flow for credit cards and deposit accounts to reduce user dropoffs and make it easier for people to submit an application.
In 2024, CIBC decided to update their Fast Application (FastApp) flow for credit cards and deposit accounts to reduce user dropoffs and make it easier for people to submit an application.
Phase 1 of the Before You Begin (BYB) redesign project involved merging two pages to encourage existing CIBC clients to sign on.
Phase 1 of the Before You Begin (BYB) redesign project involved merging two pages to encourage existing CIBC clients to sign on.
Phase 2 of the project involved a lean redesign of the BYB page. The new page prioritized existing user validation and displaying product eligibility requirements.
Phase 2 of the project involved a lean redesign of the BYB page. The new page prioritized existing user validation and displaying product eligibility requirements.
Phase 1:
The Challenge:
Before the redesign, when users tried to apply for a product, they first landed on the Before You Begin page, which contained legal/privacy disclosures and a link to the specific product page. Selecting the "Let's go" button on BYB opened the Are You a Client (AYC) page, where existing CIBC clients had the option to sign on so that parts of the application could be pre-filled for them. CIBC realized that they were seeing drop-offs of up to 50% on the AYC page, and they wanted to reduce this number.
The Solution:
To reduce dropoffs, the content and design teams decided to merge the BYB and AYC pages so that users had the option to sign on as soon as they landed in the FastApp flow.
Phase 2:
The Challenge:
After phase 1, CIBC prioritized redesigning the BYB page for their highest-volume product flows to display the eligibility requirements more clearly. The old BYB page was not as purposeful with its content as it could have been, and it even contained some inaccurate, misleading information about the length of time it would take to complete the application.
The Solution:
The content and design teams redesigned the phase 2 BYB page to prominently display the product-specific eligibility requirements and provide more clarity to potential applicants. I drafted the requirements after consultation with business stakeholders. The new page also encourages existing user validation by displaying a sign-on modal once the client chooses to proceed with the application.
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