Crafting content
that clicks.

CIBC Smart Account for Newcomers

Designed content that clearly communicated Smart Account benefits while ensuring it was simple, accessible and resonated with newcomers to Canada, balancing clarity, warmth and trust throughout.

CIBC Smart™ Start (Students)

Tailored content for students under 25, highlighting no-monthly-fee everyday banking and relevant perks including cash rewards and a Skip+ membership.

Senior Benefits on Bank Accounts

Created content for clients turning 65 who are automatically eligible for CIBC Smart™ for Seniors perks, communicating benefits clearly and accessibly for an older demographic.

RBC GICs

This nine-month project focused on designing a digital journey that enabled RBC GIC holders to renew their investments online. Research showed that this primarily older demographic preferred speaking with a representative, as they associated digital transactions with reduced clarity, familiarity, and trust compared to in-branch service. Based on these insights, I developed a conversational, personable user experience that reinforced transparency and reassured clients that renewals and rates were handled with the same integrity as in-person interactions. The result was a significant shift in behaviour, with 86% of eligible GIC holders choosing to renew their GICs online through the new experience.

Royal Business OperatingLine (RBOL)

The Royal Business OperatingLine (RBOL) is a business line of credit that supports new businesses or bridges operating cash flows for existing businesses. I created content that educated audiences about the benefits of this new credit line as well as eased their journey to being approved for it.

RBC Mortgage Renewals

This six-month project was aimed at ensuring that RBC clients with mortgages opted out of the tedious task of renewing in branch and chose to renew their mortgages online instead. After conducting extensive user research, I discovered that the majority of clients that needed to renew their mortgages were older and therefore did not trust that they would receive the best renewal rates and options online; simply because they had become accustomed to doing so in person. My solution was content that provided clarity and transparency in terms of renewals rates and processes and it resulted in ninety-four percent of target audiences renewing their mortgages through the user journey I created.

Information Architecture

Redesigned the site's navigation and content hierarchy using IA models to reduce cognitive load across 4.7M+ users.

Navigation Enhancements

Restructured product and service discovery paths so business customers could quickly find solutions across mobility, internet, security, and cloud.

Research & Data Analysis

Used qualitative and quantitative research to identify friction points and validate content decisions throughout the redesign.

CBC News for Alexa Routines

An article covering the innovation at CBC introducing CBC News for Alexa, serving as a how-to guide helping users integrate CBC news into their Alexa daily routines.

Employee Resource Groups (ERGs) at CBC

A feature on how CBC's Employee Resource Groups foster a sense of belonging within the organization, covering employee culture and internal community building.