BMO Needs Navigator
Product design
Timing
Fall 2018 - Spring 2019
Client
Bank of Montreal
Tools
Sketch
Team
Cameron Ley, CD; Ellen Tham, UX; Audriana Li, Strategy
My Role
Product strategy, UI design, Design QA
Context
The Needs Navigator is a tool used in BMO branches to help Personal Bankers fulfill clients’ banking needs. The client completes a short questionnaire, and their Personal Banker goes through the ensuing Tips page, guiding them through anything from a simple chequing account selection to a complex investment plan. The tool incorporates data from numerous databases and centralizes the client’s information, account balances, financial goals all in one place.
BMO asked GALE to refresh the visual look of the tool and to build out its capabilities, all to increase the use of this product across branches. BMO has a lower average financial product-per-client than some of the other big Canadian banks, and they wanted to present their products in a clearer way to existing and prospective clients.
Process
The GALE team developed the overall strategy and long-term plan for the tool, as well as the new visual design. We worked with the development team in two week sprints adding functionality and features each time.
Outcome
Having finished its pilot in the fall of 2019, the Needs Navigator has now been rolled out to all bank branches from coast to coast. Client attrition has decreased, while clients who’ve used the Needs Navigator have a 23% higher product-per-client rate within 12 months of use. The next phase is to roll out the Questionnaire in mobile form, so clients can fill it out in advance of their branch appointments.
