Interac e-Transfer Cards
A 0→1 feature enabling users to send Cards for all occasions, directly within their banking app.
Jump to Final Solution
Role
Lead Product Designer
Duration
Ongoing
Results
Signed by two FIs and launched
Platforms
iOS, Android, Desktop
Overview
In 2024, Interac acquired the exclusive Canadian rights to Vouchr, an engagement platform allowing users to send and receive multimedia notifications along with their transfers.
Our team had an opportunity to redesign the experience to align with Interac and to create an intuitive experience.
Contributions: Led the end-to-end design launched with Meridian and DC Bank, driving 6000+ card sends per month and a 74% retention rate.
Context
0-1 feature at Interac, 1 designer, 2 pilot FIs.
As a new offering to users, there was no established design system, guidelines, or flow.
The Problem
Challenges
Shipping under a tight deadline
The November deadline is non-negotiable with engineering, QA, and legal timelines locked in.
Designing within app constraints
The feature had to be embedded within the FI apps, requiring
flexible design specs.
Owning early product decisions
With the PM departing mid-project, I owned early-prioritization decisions and design decisions.
Diving into the Process
Before designing, I defined the North Star metrics to guide design prioritization and validated them with the data analytics team to ensure they could be tracked through Google Analytics.
Increase engagement among existing FI users
Tracked through adoption rate - increase in percentage of users sending Cards per month.
➤ This would show us interest in the feature among users
Increase transaction revenue
Tracked through increase in total value of transactions through the feature.
➤ This would validate the business case and ties it to Interac's KPIs
Increase user retention
Tracked through repeat usage
➤ This would show us ongoing engagement among users
Diving into the Process
Before designing, I mapped out the user flow to define the experience for the senders and receivers of the card.
Decision I
Defining the MVP that could ship by November
We needed an MVP to balance speed to market with ease of use.
An outline of the user flow for senders.
An outline of the user flow for receivers.
After many iterations and calls with devs, I landed on an initial experience (shown below). Technical feasibility and time constraints influenced the overall design.
Research
Showing the experience to real users
We conducted initial research with 20 users for their feedback on the flow shown below.
********ADD VIDEO OF INITIAL EXPERIENCE****************
Insights
Users validated the experience (n=20), but highlighted important design considerations.
Although users liked the feature, they had some feedback.
🧐
Older users thought there were only 3 cards available to choose from
😒
Users found the initial screen to be overwhelming with information
😄
Users liked the overall flow and feature + found the experience intuitive
Design Iteration
The intro page needed design changes
Considering the feedback from users, I decided to change the intro page to show the diversity of cards and reduce the amount of information shown.
🧐
Older users thought there were only 3 cards available to choose from
➝
Intro pages shows variety of cards available in the catalogue + shows personalized messages for what the cards can be sent for (eg. birthdays, thank you's, mother's day, etc).
😒
Users found the initial screen to be overwhelming with information
➝
Copy is short, but impactful
Decision II
Designing for FI adoption
Since the users would see this feature from their FI app, the process needed to be as intuitive as possible. One of the main areas of concerns was the launch widget, which is a point of entry for users.
The design of the confirmation widget (after the card is selected) would be based off of this design.
Research
Findings
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[SHOW DESIGNS]
Results
I changed the intro page to better show the variety of cards available in the catalogue. I also added personalized messages to show users what the cards can be sent for (eg. birthdays, thank you's, mother's day, etc).
Decision III
Finding a Balance with the Design & Interac Trust
[SHOW DESIGNS]
Initial Research
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[SHOW DESIGNS]
Findings
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[SHOW DESIGNS]
Users were curious about how the recipient would get the funds (separate email vs same one)
Results
8000+ cards sent, 75.4% open rate, 25% retention rate
[SHOW DESIGNS]
Next Steps
Onboarding the new PM, shaping product strategy, and representing users
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