Designing an Upgrade Experience for
PC Insiders World Elite Mastercard
PC Insiders World Elite card holders are invited to upgrade their card through a seamless in-app mobile experience. Our team built the upgrade experience and only through MVP release, achieved significant outcomes.
Role: Product Designer
Timeline: 6 months
Responsibilities: UX Design, Research, UI Development, Content & Stakeholder management
UX Design
Mobile App
Secure Site
Figma Prototype

OVERVIEW
Business Objective
PC Financial’s goal was to diversify its revenue streams by launching a new credit card with a yearly fee which offers the best value and highest earning PC Optimum points earning potential for its customers. The product was expected to generate up to 72M in revenue over five years.
The Business Problem
The PC Optimum Insiders Subscription is being sunset, and customers need to be transitioned to a newer program called PC Express Pass. Although PC Express Pass has been available for two years and was intended to replace the original subscription, it failed to gain traction. With the launch of the new PC Insiders credit card, PC Financial planned to migrate all PC Optimum Insiders subscribers to PC Express Pass on the same upgrade journey. However, this has proven challenging, as the PC Financial customer base is accustomed to no-fee credit cards — making the introduction of a fee-based credit card a significant shift in perception.
EARLY RESEARCH
User Research and Findings
I talked to stakeholders to understand what PC Insiders users motivations to subscribe. I also interviewed users if they are willing to PC Express Pass and based on these interviews we uncovered pain points and revealed insights about a PC customer's typical behaviour mindset and spending habits. It also revealed that most were not aware about 2 year old PC Express Program.
How might we inform PCOI subscribers that switching to PC Express will be beneficial for them?
Analysis
Touchpoints
Primarily social media and email subscriptions
Savings mindset
Motivated to use PCOI to earn points and save on groceries and day-to-day purchases

Lack of Awareness
Unaware of PC Express pass and its benefits
More Insights
100% participants greatly values 10% cash back on PC and Joe Fresh products. And 60% participants of the participants won't switch unless they get the same benefit on PC Express Pass.
Users were skeptical trading the 10% cash back on PC and Joe Fresh products benefit for 4% cash back on all products. But they do appreciate the latter benefit.
Using "PC Stores" over "Loblaws Stores" in creatives resonated more to the users perhabs because of better brand familiarity.
A Unified Strategy
In order to target a wide base of customers we used marketing's user archetypes and created a super persona out of the three existing personas. Smart Shopper Jamie, PC Financial's new Insiders persona encompasses 32% of the PC's target market. This is the persona that will guide us through all our design decisions.

IDEATION
Brainstorming Solutions
This journey map mapped out customer touch-points, front-end, back-end interactions team dependencies. And from this I created a user flow for the application. I also listed customer steps from these flow that needs to be designed, already been designed and screens that just needs approval from stakeholders.


FINAL DESIGNS
The Upgrade Flow Design
I created a screen that will guide PCOI subscribers in switching their subscription to PC Express. This screen is dynamic and was only visible to PCOI subscribers and not regular users.
I also prompted the user to check their address to avoid delivery mistakes. When the user clicks edit, it opens a fly-out for the user to update their address without going out of the flow.
And then I highlighted PC Express pass as a complementary benefit; free grocery delivery worth $100 yearly which offsets the annual fee of the card to encourage upgrades.
Lastly, PCOI subscribers were informed about their pro-rated refund and points balance transfers.
DEVELOPMENT
MVP and Iterations
We wrote a product acceptance criteria organized by section and feature. This list was updated regularly to include new features and changes, and was used by the team as the source of truth for tech discussions and QA zzvalidations.Although the release scope was just an MVP, we designed all features with their final version in mind. For development, we created simplified versions of each deliverable, and outlined the acceptance criteria relevant for the MVP. Hosted presentations for the developers to walk through the designs, showcasing the prototype, explaining relevant criteria, and conducting Q&As. Developers could also get in touch with questions at any time through Slack.


RESULTS
Overall Redesign Impact
Updated branding, increased findability and product benefits comprehension all lead to a unified family of pages that drove higher quality acquisitions to convert.
55%
Upgrades
We reached 4,000 successful upgrades on the first 2 days and 55,000 upgrades till date – Exceeded monthly targets by 10%.
99.2%
Successful Applications
This application flow had the lowest drop off compared to other product application flows.
3.4K
Satisfied PCOI customers
All PCOI users who had their subscriptions cancelled were satisfied with their PC Express – and was pleased with how everything was communicated well.