Newcomers hub
Welcome to the "Newcomers" page of Vancity's website, a dedicated section designed to assist newcomers to Canada with essential financial information and services. This project was driven by a commitment to making the transition smoother for immigrants, providing them with the resources needed to start their new life in Canada successfully.
Responsible for research, conceptualization, design, development, QA testing and final delivery.
1 designer + developer, 2 copywriters and 1 project lead.
May 2023 - June 2023
To ensure the "Newcomers" page effectively met the needs of its intended audience, our UX research was focused and multifaceted. Here's how we approached gathering insights to inform our design strategy:
Card sort exercise: We conducted several card sorting sessions with groups of newcomers. This exercise involved participants organizing topics into categories that made sense to them. By observing how they grouped information related to financial services and living in Canada, we gained valuable insights into their thought processes and priorities. This helped us to structure the website’s content in a way that would be most intuitive for users from diverse backgrounds, ensuring the information architecture was aligned with their expectations and understanding.
Survey: to complement our observational research, we distributed surveys specifically tailored to gather quantitative and qualitative feedback from newcomers. These surveys asked detailed questions about the newcomers' experiences with financial systems in Canada, their primary concerns, and the types of financial information they felt were most necessary for their integration and success. The responses helped us identify key content areas that needed emphasis, such as banking basics, securing loans, and understanding Canadian financial laws and rights.
The design process for Vancity's "Newcomers" page was strategically focused on delivering a personalized experience to newcomers at different stages of their journey in Canada. Recognizing the varied needs at each stage, we structured the content around two main phases: "Just Arrived" and "Settling In." Here’s how we approached the design:
Audience Segmentation: Our initial research underscored the importance of segmenting the audience based on where they are in their resettlement process. To address this, we implemented a toggle feature at the top of the "Newcomers" page. This allows users to select their current stage—either "Just Arrived" or "Settling In"—and instantly view information tailored to their specific needs.
Interactive Elements and User-Friendly Design: To enrich the user experience, the "Newcomers" page features a carousel slider that showcases quotes and suggestions from other newcomers. This interactive element not only engages users but also provides them with valuable insights and advice directly from peers who have similarly navigated their new environment. The carousel allows users to browse through different testimonials and links to helpful resources at their own pace, enhancing their engagement with the content.
Visual Consistency and Empathetic Tone: The visual design of the "Newcomers" page reflects Vancity's brand while being approachable and reassuring for a diverse audience. We used a consistent and calming color palette that helps to reduce anxiety and build trust. The content tone is empathetic and supportive, acknowledging the challenges faced by newcomers and providing them with confidence as they navigate their financial journey in Canada.
Our initial step involved a deep dive into the specific requirements of newcomers to Canada. We recognized the need for a comprehensive information hub, which led to the creation of the 'Guide to Canada 101' link. This decision was based on our research, which highlighted a demand for easily accessible, critical financial information that could assist newcomers in their transition.
To improve usability, we implemented sticky navigation that keeps essential links accessible as users scroll through content, ensuring they have constant access to vital information without needing to scroll back to the top.
The research-driven approach we took in developing the "Newcomers" page had a profound impact on its success. By incorporating feedback from card sorting exercises and surveys into the design process, we tailored the page specifically to the needs and preferences of newcomers to Canada. This led to a significant increase in user engagement and satisfaction, as indicated by analytics and user feedback. The 'Guide to Canada 101' and other resources were particularly effective, providing essential financial information in a manner that was both accessible and actionable.
