Elevating Digital Client Onboarding
A New Era of Omni-Channel Onboarding
COMPANY
CIBC
ROLE
Product Design Lead
YEAR
2021 - 2022 (4 months)
Project description
Simplifying the first step into banking
This project introduced CIBC's Digital Client Onboarding (DCO), bringing card activation, mobile wallet setup, and auto-deposit enrolment into one unified flow.
Challenge
CIBC needed a way to help new clients quickly onboard and set up their banking without confusion. The existing experience was scattered across multiple platforms with inconsistent layouts, outdated design, and unclear task flows.
Defining success
The goal was to streamline account setup and help clients complete key tasks early for a stronger banking experience. Success meant designing a seamless journey that guided clients from one step to the next.
Process
Creating the right story
Discovery & Identifying Gaps
In the first MVP, I noticed a clear pattern: once clients activated their card, 14% chose "Remind me later" and dropped off instead of continuing. Activation wasn't the problem, it was momentum. Clients didn't feel guided or motivated to move through the rest of the setup.
Research
Uncovering insights, Creating strategies
Research & Strategy
To dig deeper, I partnered with UX research and strategy to uncover the key gaps holding the experience back:
1. Outdated visuals made the flow feel disconnected from CIBC's ecosystem.
2. Inconsistent pages and flow continuity broke the experience. Right after the first task, clients were presented with an easy exit ("Remind me later"), signaling it was fine to stop.
3. Lack of value messaging left clients "Why bother?". We weren't showing the benefits of completing the flow nor encouraging them to unlock the full potential of their account.
Design
Clarity through collaboration, Impact through design.
Current state
Clients could only access DCO after logging in, with no reminders or nudges beyond an in-app banner. Analytics showed while many user activated their cards, most quickly clicked "Remind me later" and dropped off. This was a tale telling sign they approached the flow with a single-task mindset and lacked momentum to continue.
Key gaps showed:
1. One global banner entry point hidden behind login with no follow-ups
2. Drop-off after card activation as most clicked "Remind me later"
3. Weak visual hierarchy and cluttered CTAs, making the exit more obvious than the value
Solution
Simpler choices, Smarter flow, Stronger conversations.
Onboarding Page - A Clear Welcome
This one-time onboarding page welcomes new or returning clients with a clear starting point to explore DCO instead of dropping straight into tasks without context.
Entry Point - Easy to Find, Hard to Miss
We've added an entry point out of a hidden global banner and into a dedicated onboarding section on the main banking account page.
Landing Page - Making Progress Transparent
A new 30-day global banner as a gentle reminder of time left to fully set up their account without feeling pushy.
Confirmation Modal - Keeping Momentum Alive
Instead of leading users to "remind me later" after card activation, this new confirmation screen would guide them straight to their next task.
Results
Better beginnings, better outcomes
Retention Impact
Clients who went through the new onboarding stuck around. Their churn rate dropped to 6%, compared to 16.8% for those who didn't engage. This proved a thoughtful first impression built trust early and returned in retention
Product Adoption
Visibility made a difference. By surfacing the next priority task "Link your credit and debit cards" on the new confirmation screen, 70% of clients who saw it went on to complete the step. This touchpoint removed friction and guided them to the right action at the right time.
Long-term Client Value
The impact went beyond DCO. Clients who engaged within the first 30 days were far less likely to close their accounts. This early momentum created lasting impact and deeper relationships.
