Many RBC loyalty members found the rewards experience hard to navigate and disconnected from their everyday habits, leading to low engagement and missed redemption opportunities.

Shopping by RBC was launched to bring personalized offers directly into the RBC Launch App, making rewards easier to access while setting the stage for a more integrated experience over time.

I led product design for the MVP experience, collaborating closely with RBC’s product and development teams. Using research insights from a third-party agency, I helped translate findings about how users discover and redeem offers into a clear, intuitive experience.

I also contributed to the long-term roadmap, ensuring the design could evolve with user feedback and business needs.

Usability testing confirmed strong alignment with user expectations, with 80% of participants finding offers easy to browse and understand.

The experience laid the groundwork for deeper rewards integration, helping position offers as a natural part of everyday banking. It also fostered close collaboration across design, product, and engineering, enabling a successful MVP launch and a clear path for future iteration.