The Royal Bank of Canada improves its RBC Rewards program by making it easier for customers to redeem points.
Product Strategy, User Research, UX Design, Usability Testing
The Royal Bank of Canada improves its RBC Rewards program by making it easier for customers to redeem points.
The Royal Bank of Canada (RBC) aimed to enhance customer loyalty and drive new business by elevating its Visa RBC Rewards program. With three tiers of Visa point earners—Avion, Signature, and Gold—the program required a refreshed catalogue that would enable all members to effortlessly browse products, view points, and redeem them for premium items.
Akendi restructured the catalogue search function of the RBC Rewards website, making it effortlessly easy for customers to find products. By crafting a new content strategy and refining the content architecture, Akendi transformed the product into an intuitive and seamless experience for users.
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