FROM WEB TO WAREHOUSE
Future of CIBC Costco Business Card Experience
COMPANY
CIBC
ROLE
Product Design Lead
YEAR
2023 - 2024 (5 months)
Project description
Making business applications effortless
This project introduced tablet-based applications for CIBC Costco Business Mastercard directly in stores, making it easier for business customers to apply on the spot and make the process more personal and accessible
Timeline
From explorations to final designs in 5 months while working with multiple projects at the same time
Background
In March 2022, CIBC became the exclusive issuer of Costco’s co-branded personal credit cards. Building on that partnership, we set out to launch a new CIBC Costco Business Mastercard application flow directly in Costco warehouses, expanding beyond select branches and call centres. This initiative would reduce call centre volumes and drive higher conversions.
Process
Creating the right story
Discovery & Identifying Gaps
When the initiative came in, I first identified a critical gap: business customers couldn't apply for the CIBC Costco Business Mastercard directly on-site at warehouses. Instead, only QR codes and pamphlets were handed out, directly customers to apply online later. This created friction, missed sales opportunities, and unnecessary pressure on call centres.
Research
Uncovering insights, Creating strategies
Research & Strategy
I started by exploring how the top Canadian banks handle credit card applications, focusing on the tricky transitions between in-store and online experiences.
Unlike many industries, banking requires extra care around privacy and security, which shapes how onboarding can happen smoothly. With CIBC's strict application process, I realized not every business customer would feel comfortable sharing sensitive information on-site or have everything ready during their Costco visit.
My aim was to design an experience that was respectful and non-intrusive, yet thorough enough to leave customers confident and satisfied.
Personal Field Study
To understand the current experience, I visited a Costco warehouse myself (after my usual shopping trip). When I asked about the Business Mastercard, the associate handed me a pamphlet and told me to scan a QR code. That took me to a page with an online application and a help line, but no option to apply right there on the spot.
It felt surprisingly distant and self-serve, with no immediate human connection. I could easily imagine how business customers might feel stuck or lose interest before even starting their application. That moment made it clear to me how important it is to create a smoother, more supportive in-warehouse experience.
Design
Clarity through collaboration, Impact through design.
Design & Prototyping
To get the rest of the teams that were going to be impacted by this new experience, I led weekly FigJam sessions with QA, Developers, UXR, BSA to spark conversations and surface any gaps.
A few important themes stood out early on:
Customers begin with hands-on support from a Costco employee, then smoothly transition to finish the application independently at their own pace.
Clearly highlight the perks of business versus personal credit cards to help customers decide without confusion.
Anticipate customers might not have all business information ready and offer a defer option; allowing them to provide details later via email, so the process never stalls.
Solution
Simpler choices, Smarter flow, Stronger conversations.
Clear Card Choices
Quickly see side-by-side the key benefits of personal and business CIBC Costco Mastercards, making it easy to skim and find the card that fits the customer's needs.

Essentials Upfront
Each product now features a dedicated "Before You Begin" page that clearly presents legal and compliance details, reducing cognitive load and offering transparency what customers need before starting the application.

Keep Users Moving, Not Dropping
A flexible flow that lets customers skip questions and finish them later, creating an uninterrupted experience that cuts off drop-offs and boosts engagement.

Results
Faster sign-ups, Higher growth, Stronger results.
Increased Efficiency
Our new warehouse application system makes sign-ups faster than ever, averaging 15 Mastercard applications every hour at Costco locations.
Positive User Feedback
Since launch, applications are up 12% and reduced validation errors by 10%, showing how simple and accessible the process feels for customers.
Growing User Base
With 130 applications a day during peak hours nationwide, the system is gaining serious traction and fueling continued growth.