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.
Royal Bank of Canada (RBC) wanted to boost customer loyalty and build new business by improving its Visa RBC Rewards program. RBC Rewards has three levels of Visa point earners: Avion, Signature and Gold. The new program needed an updated catalogue that would allow everyone to effortlessly browse products, view points and redeem them for top-of-the-line products.
Akendi restructured the catalogue search function of the RBC Rewards website to make it easier for customers to find products. By developing a new content strategy and revising the content architecture Akendi made the product organisation effortless and intuitive for customers to use.
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