Project showcase
Timeline
6 months
(Oct 2023 - Mar 2024)
Role
Product designer
Team
Content writer
Legal team
Product manager
Skills
Figma
Heuristics evaluation
Stakeholder management
Context & problem
Balance transfers let customers move debt from another financial institution to their Scotiabank credit card or line of credit to consolidate balances or take advantage of promotional rates. While each campaign brings in about $150M in transferred balances over two months, the feature was hard to find on the legacy platform, keeping response rates low at 4–5%. Important terms were also often overlooked, sometimes leading customers to take on more debt than intended.
While the business goal was to increase balance transfers, I designed the experience to support that objective while ensuring customers had clear, transparent information at every step.
HMW improve the discoverability and clarity of the balance transfer experience to increase usage while helping customers make informed decisions about their debt?
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Process breakdown
Audit the current balance transfer experience and review customer concerns/complaints to identify experience gaps
Explore design solutions that balance business needs with client advocacy
Collaborate with Scotiabank legal team and copywriter to ensure the content language was clear, compliant, and transparent
Present design changes to broader team and leadership (director+) to align on approach and secure buy in
Feature implementation and release slated for 2026
Business impact
Improved feature discoverability by adding entry points across the platforms IA
Delivered a streamlined balance transfer flow that enables customers to consolidate debt and take advantage of promotional rate with confidence
Balanced business needs with client protection by embedding transparent information to reduce risk of customers taking on unintended debt
Lessons learned
As designers, we strive to meet business needs while advocating for the end user: This project taught me how to navigate the delicate tension between business goals and customer protection, using collaboration and careful copywriting to convey the right message that satisfies both parties.
Good design isn't just visual: It’s about creating a safe, confidence-boosting experience by presenting complex information clearly, without overwhelming the user.
Lean on your team: As the sole designer on this project, I often hit dead ends and faced uncertainty in the project direction. By leaning on and seeking feedback from my product manager and fellow designers, I gained confidence in my decisions and ensured the experience was right for our customers.