Design around how customers naturally think about and describe their information.
Keep the flow aligned with the client’s real-world situation and the context they have already shared.
CIBC · FASTAPP OPTIMIZATION
From entry friction to a clearer application path
Improving key moments across CIBC’s digital account-opening and credit-card application journey.
Results across FastApp optimization initiatives
Portfolio-level outcomes reflecting the shared impact of multiple FastApp optimization enhancements.
+4%sales conversion
1.5–2 minfaster completion
54%fewer user errors in the first 30 days
OVERVIEW
A portfolio of targeted improvements across credit applications and account opening
I contributed to a series of focused improvements across a mature application journey, addressing friction at key moments while balancing customer needs, accessibility, business requirements and the realities of an established product ecosystem.
ROLESenior Product Designer · UX Lead
TEAMFastApp Optimization
PLATFORMResponsive web
FOCUSUX optimization · interaction design · accessibility
CASE STUDIES
CHALLENGE
Optimize a complex journey without making the product feel more complex
Friction and complexity in FastApp’s credit and account-opening journeys made it harder for clients to complete applications quickly and confidently. The challenge was to pinpoint these pain points and deliver effective design solutions within short timelines, balancing simplicity, accessibility and client trust with compliance requirements and existing technical constraints. Each optimization needed to improve the client experience while supporting online sales targets.
Reduce unnecessary effort and reveal complexity only when it becomes relevant.
Use clearer sequencing, progressive disclosure and focused defaults to keep complex flows understandable.
Keep solutions accessible, compliant and scalable within a mature ecosystem.
Respect regulatory, content and technical constraints while keeping the experience coherent across devices.
MY CONTRIBUTION
From identifying friction to delivering improvements
I shaped UX direction, designed responsive flows and prototypes, and worked with product, content, accessibility, development and QA to carry improvements through implementation.
IDENTIFY OPPORTUNITIES
Reviewed analytics, research and existing journeys to identify friction and user needs.
DEFINE PRIORITIES
Turned findings and requirements into UX priorities and flow logic.
DESIGN SOLUTIONS
Designed responsive flows and prototypes using True North and accessibility guidance.
ALIGN STAKEHOLDERS
Presented design rationale and refined decisions with Product, UX Content and Accessibility.
DOCUMENT REQUIREMENTS
Specified responsive states, conditional logic, calculations and accessibility requirements.
SUPPORT DELIVERY
Worked with Development and QA to resolve questions and review implementation.
FASTAPP OPTIMIZATION CASE STUDIES
Targeted improvements, a simpler application experience
These two case studies highlight selected work from a broader range of FastApp optimization initiatives I contributed to, showing how I addressed client pain points through clearer questions, simpler interactions and more intuitive application flows.
