Simplii Financial - Designed to boost the confidence and understanding of newcomers to Canada about the country's financial system.
My Role
Interaction Design, User Interviews,
Prototyping, Research
The Team
Vito Fan, Reina Kim, Andy Cheng
Kirsten Mercado
Timeline
5 weeks
Overview
This is a senior-level project where students were required to choose a client based on a real insight that was executable and be designed.
‍
In this case of the project, the team decided to choose Simplii Financial, a Canadian online banking service under the ownership of Canadian Imperial Bank of Commerce (CIBC).
‍
I collaborated with other design students to create and design a section inside Simplii Financial website that helped potential Canadian newcomers understand the Canadian financial landscape.
FINAL DESIGNS
PROCESS
Discovering Insights
financially anxious Canadian newcomers
After conducting online research, the team found a comprehensive study by Scotiabank. The findings indicate that many Canadian newcomers felt overwhelmed, worried, and confused when navigating the Canadian financial landscape.
“In 2022, Scotiabank conducted in-depth research to better understand the experiences and challenges facing newcomers when they move to Canada. Research revealed that newcomers often feel overwhelmed, worried, and confused when learning to navigate the Canadian banking system...”
apply to simplii ahead of time
Simplii Financial, an online banking institution, provides a unique opportunity for prospective newcomers planning to relocate to Canada. It allows them to establish their bank accounts remotely before arriving in the country, initiating their credit journey seamlessly.
Identifying Users
Working Immigrants
According to the Government of Canada, the majority of immigrants are between the ages of 20-34, classified as the core working age group. So the team decided to focus on creating a platform that catered to this audience as they are the largest number of Canadian newcomers.
Number of people immigrating to Canada in 2022, by age
Design Process
Goal Alignment
To make sure the team's goals were aligned correctly and that everyone was on the same page. The team discussed amongst each other the several crucial topics that were necessary to achieve a successful product such as long-term goals, customer interactions with the product and points of possible failures.

To do so, the team opted to create a simple mapping where we could see the journey of the customer and how our client is catering to their journey.
Mapping
In addition, we created "How Might We (HMW)" notes, where we would reframe 'problems' into opportunities. In amidst of the discussions and notes of HMW, we discovered two important HMWs that would frame our content and goals for both the business and the customer.
1. How might we cultivate a sense of trust between newcomers and Simplii Financial, encouraging them to opt for Simplii Financial products with confidence?

2. How might we empower customers to navigate the Canadian financial landscape with increased confidence and make informed, optimal financial decisions?
Sketches
Once we figured out what we needed to do, the next step was to find inspirations outside from either different websites, or applications that can be applied to our product. Once every member found adequate ideas we found outside, the team would sketch out how we would apply them to our product.
Design Process
Goal Alignment
To make sure the team's goals were aligned correctly and that everyone was on the same page. The team discussed amongst each other the several crucial topics that were necessary to achieve a successful product such as long-term goals, customer interactions with the product and points of possible failures.

To do so, the team opted to create a simple mapping where we could see the journey of the customer and how our client is catering to their journey.
Sketches
Once we figured out what we needed to do, the next step was to find inspirations outside from either different websites, or applications that can be applied to our product. Once every member found adequate ideas we found outside, the team would sketch out how we would apply them to our product.
Experimental to Functional
The initial product proposal from the team suggested developing a microsite. This microsite would provide users with a unique link, allowing them to delve into a comprehensive exploration of credit-related information specific to Canada. Users would have the opportunity to learn and gather insights about credit matters through this dedicated platform.
User testing/interview findings
After conducting a user interview and also testing our prototype with 7 recent Canadian immigrants, we discovered major flaws in our initial designs and decisions.
1. Financial information were too basic and most newcomers knew information beforehand.
2. Interviewees felt awkward trying to learn from a microsite.
3. Interviewees voiced strong opinions on how having some kind of navigation system to find important information efficiently.
4. The microsite lost credibility from moving away from the actual site.
Prototype
Following comprehensive user tests and interviews, the team has opted to advance with a more functional approach to the product. As part of this decision, we initiated a second round of research to delve deeper into the Canadian financial landscape. Resulting in pursuing a product has been refined to embody a more direct and dependable form, aligning closely with user preferences and ensuring an inclusive streamlined user experience.
Takeaways
Interview or chat with your users early on.
The decision to base our prototype on assumptions regarding the average Canadian newcomer's familiarity with the Canadian financial landscape and their typical web browsing habits proved to be a time-consuming misstep. As a result, we found ourselves compelled to start afresh, creating a new prototype from the ground up.
sprint by google ventures discovery
This was the first time that I myself have used a Sprint by Google Ventures which proved to be extremely beneficial in developing ideas quickly in a small amount of time.
Business values x customer values
Recognizing the critical balance between business values and customer values is essential for making informed decisions that drive the development of a realistic and successful product.
time to make a decision
Throughout the project duration, the team encountered challenges in accommodating everyone's opinions, thoughts, and concerns, as well as individual preferences regarding tasks. Unfortunately, this struggle often jeopardized the project's progress, particularly in the final stages of submission. Therefore, having a designated decision-maker proved indispensable, enabling the group to advance collectively and make decisive progress.
CONTACT
Interested?