Account Opening Experience - BMO InvestorLine

Mobile & Desktop Investment account opening experience. End-to-end multi-channel journey. Using a multi-day Human Centred Design approach to involve clients, technology partners and other stakeholders in the shaping of the final experience. From this we developed journey maps, process diagrams and wireframes. The legacy account opening experience for InvestorLine has been in use for many many years. One of the largest obstacles for my team to improve the existing process, was that while the account is a digital-only account, clients were forced to physically bring in a paper application to the branches in order to complete the process. Hardly an ideal experience for a digital product. The updated application allows clients and accounts that meet certain criteria to open an account end-to-end without stepping foot in a bank. In time this process will be available for all clients and accounts. A great improvement in client experience.

Human Centred Design sessions allowed the team to get to the root of the problem that we were trying to solve. Involving clients along with other partners who might not ordinarily have been involved at this stage was critical in arriving at a solution that addressed the pain points of both clients and the bank as a whole.

Allowing clients to choose whether they wanted to use mobile devices or desktops to complete their application was a key factor in redesigning the experience.

Entering into the process with a conversational tone was an important feature of the new application and was a desire we heard from our clients. It allowed us to address clients in an informal manner throughout the process as we learned more about them (while remaining professional)

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