Simplii Learn — a service designed to financially educate newcomers before their arrival to Canada
CONTRIBUTION
User Research
Wireframing
Prototyping
Wireframing
Prototyping
TEAM
Muhan, Vito, Andy, Reina, Kirsten
TIMELINE
Oct 2023 - Dec 2023
Project Introduction
This was a 7-week senior-level project that focused on using real-world insights to create a compelling user/customer experience. Simplii Learn is a platform under Simplii Financial, an online bank, that helps newcomers coming into Canada to feel financially confident.
The insights that started it all
Through research, the team discovered that many immigrants had trouble adjusting to the Canadian financial landscape through these two insights:
Financial Pressures
Newcomers often feel overwhelmed, worried, and confused when learning to navigate the Canadian banking system.
Credit invisibility
In general, newly landed immigrants are likely to have very low credit visibility due to their lack of credit history.
The Canadian Newcomers
The team also discovered that according to Statistica, in 2022 the number of newcomers between the age of 15 to 39 was 327,572. Among the group, a huge portion of the number newcomers coming into Canada were between the ages 20 to 34. Notably, the age range also belongs to generations that are the most adept with technology and likely to technology.
Finding the right bank
Finding the right medium to help newcomers transition into Canada is crucial because their choice of financial institution significantly impacts their experience. For 85% of newcomers, the first Canadian bank they choose remains their primary financial institution for the first five years.
After thorough research into what each financial institution offers, the team chose Simplii Financial, a Canadian online banking service under the ownership of CIBC, for the following reasons:
After thorough research into what each financial institution offers, the team chose Simplii Financial, a Canadian online banking service under the ownership of CIBC, for the following reasons:
Applying Early
Newcomers are able to setup an account with Simplii Financial a year prior to arrival.
Online Bank
Younger adults are more likely to be app-centric and are comfortable banking online.
Full Banking Service
Unlike other online banks and institutions, Simplii Financial offers mortgage setup, personal lines of credit, and loans.
Framing the problem
Using 'How Might We' questions, we reframed design problems into actionable opportunities. This method helped us generate creative solutions by shifting the team's mindset to focus on user needs.
"How might Simplii Financial create a compelling experience for the working group of immigrants to help them to build financial confidence and security in Canada?"
Google Design Sprint
To help us quickly defining problems, generate ideas, prototype and then test with customers, we framed our project to align with the timeline and methods.
Full Banking Service
Q1. Why are we doing this project?
A: Reduce cognitive overload for immigrants to learn about credit score, reduce the learning curve and create more new loyal customers.
Q2. What do we want to answer in this sprint?
A: We want to understand our target audience more. (ex. needs, wants). Also we want to understand where the struggles happen.
Q3. To meet our long-term goals, what has to be true?
A: Discoverable to immigrants before coming into Canada, accessible and wanting to stay in Canada.
Q4. Imagine if we end up failing the project, what would be the cause?
A: Not understanding the struggles, needs and wants of immigrants and too hard and confusing to use (content and UI).
A: Reduce cognitive overload for immigrants to learn about credit score, reduce the learning curve and create more new loyal customers.
Q2. What do we want to answer in this sprint?
A: We want to understand our target audience more. (ex. needs, wants). Also we want to understand where the struggles happen.
Q3. To meet our long-term goals, what has to be true?
A: Discoverable to immigrants before coming into Canada, accessible and wanting to stay in Canada.
Q4. Imagine if we end up failing the project, what would be the cause?
A: Not understanding the struggles, needs and wants of immigrants and too hard and confusing to use (content and UI).
Initial Prototype Idea
The team’s initial prototype idea was to create a microsite where users could explore content and learn about the Canadian financial landscape.
The idea behind the microsite was to allow newcomers to access information without needing to read extensively, instead encouraging them to explore the content visually and interactively. At the end of the microsite, they are introduced to additional important financial topics.
The idea behind the microsite was to allow newcomers to access information without needing to read extensively, instead encouraging them to explore the content visually and interactively. At the end of the microsite, they are introduced to additional important financial topics.
Testing the prototype
We tested the microsite with 9 recent newcomers and received considerable data. I have compiled data and have shown the ones that are worth mentioning. The team’s initial prototype idea was to create a microsite where users could explore content and learn about the Canadian financial landscape.
What we discovered:
What we discovered:
Navigational issues
Participants had trouble navigating through the information due to the horizontal scroll. Most participants suggested exploring a vertical approach.
Obvious information
Information lack depth and often participants new of the fact. Therefore, participants felt after the interview that they feel like they would not have made better financial decisions.
Hard to look back on
The nature of a microsite and bad navigation led participants struggle looking back on information they would like to look again.
Lack of Brand Alignment
Although the microsite allowed users to explore various financial topics, it struggled to create a strong connection to the bank due to significant branding disparity.
