Vancity: CX Strategy for credit cards

Vancity: CX Strategy for credit cards

About the project

Jun - Sep, 2017

About the project

I provided CX consulting for Vancity, a credit unit based in Vancouver, for their credit card services.

The Goal

Triggered by an update of the back-end system that Vancity was using for their credit card management, they decided to use the opportunity to improve their customer experience for any digital touchpoint around credit cards.

My Role

CX strategist, doing user research, competitive analysis, ideation and customer journey map workshops and project planning.


User Research

We started the project with getting a better understanding of current customer needs as well as their expectations by looking at the competitive market landscape.

  • Competitive Analysis: Heuristic analysis of the main competitors to identify best practices as well as solutions to be avoided.
  • User Research: Interviews of existing Vancity customers  at different stages in the customer lifecycle (planning to get a credit card, just got a credit card, using a credit card, canceled a credit card)

We shared insights with stakeholders from multiple departments, especially the developer team who were already making changes in parallel.

CX Workshops

The research phase helped us to identify the key points. In the next step we needed to map them out in a “customer journey”:

  • Customer Journey Map: We invited the main stakeholders from different departments (about 16 participants) to map out the customer journey (thoughts, feelings, actions and touchpoints) for 3 different personas. This exercise allowed us to identify gaps for which we gathered ideas for improvements. 
  • Dot voting: We used dot voting to collectively decide on the ideas with the highest priority that the project team would focus on moving forward. 

The outcome of this workshop was a recommended action list as an input for the project roadmap.

Customer Journey Map

Outcome & Learnings

The biggest outcome, despite concrete action items for future project work, was a shared understanding of the current customer journey with their existing pain points – and an alignment on the ideal customer journey that the project teams wanted to realize. 

Internal learnings:
  • More respect and a better understanding of the value that CX methods provide 
  • A mindset shift: projects need to include CX thinking form the beginning on to make use of the inputs

Personal learning:
  • Better coordination of CX initiatives: some recommendations came too late because the developer team was already building solutions in parallel
  • Sharing & transparency is key: Sharing insights from user research along the way prepared participants for the workshop and helped to create more empathy for customers
  • Be patient: Changing mindsets takes time 🙂