Project Overview

RBC partnered with Playground Inc to improve engagement with its Avion rewards program. Many users were collecting points but not redeeming them. To solve this, RBC explored integrating a shopping Marketplace into the RBC Launch App, where users could browse personalized cashback offers and, eventually, redeem points directly.

As a lead designer I was tasked with designing and delivering a minimum viable product (MVP) that validated the concept and created a foundation for future features.

Challenge

Users found the rewards experience disconnected and hard to navigate. RBC wanted to embed a seamless shopping experience directly in its mobile banking app — something they had never done before.

We had to move fast, define the right scope, and deliver a functional MVP under tight timelines, all while working within the constraints of an enterprise banking platform.

We used RBC’s research on shopper behavior to guide the feature set. Users wanted relevant offers, simple checkout, and clear value comparisons. Working with RBC’s product and dev teams, we prioritized features that could deliver immediate value.

Quick Pay integration for fast checkout

Allows users to complete purchases quickly using their RBC credit cards, reducing friction in the buying process.

Safari browser extension on mobile

Notifies users of available offers in real time as they shop online, extending the experience beyond the app.

Bringing the Marketplace to Life

Personalized cashback offers

Users see deals tailored to their shopping habits and preferences, making offers more relevant and engaging.

Shipped and Evolving

The MVP launched as “Shopping by RBC” within the RBC Launch App. Since then, the ability to redeem offers in-store has been added, based on one of the features I originally designed.

Elements of this work were also brought into the Avion Rewards App. The browser extension, now available across all major browsers, is an expanded version of what was initially introduced in the RBC Launch experience. Its design is still rooted in the concepts I created while planning future features. I also developed early ideas for redeeming points on travel and experiences, which have since been implemented as part of the Avion platform.

Validating the Experience

In early usability testing, over 80% of participants found the experience intuitive and easy to navigate. More than 70% said they would check offers more often if they were integrated directly into the banking app.

Participants also responded positively to having shopping offers embedded within the RBC ecosystem. Many noted that the integration felt more trustworthy than using third-party deal platforms, reinforcing the value of keeping the experience within the bank’s digital environment.

These insights helped validate the Marketplace concept early on and shaped decisions around feature prioritization and interface design.