The pandemic drove many customers to switch to digital banking. Also, newer, smaller digital banking competitors are attracting a growing audience—shifting some customers away from traditional banks.
Horizn creates straightforward product demonstrations to help banks increase digital adoption. Releasing new learning content in unison with new or updated banking services assists client conversion to digital banking.
RBC sent my team a brief on what sort of content should be covered in the Direct Investing demos.
I collaborated with my team after reviewing the brief. I made suggestions on what content should be included or excluded. Demos should be short, while still conveying all necessary information.
The work was distributed among the writers and designers. I started creating the demos from assets provided by the client. We used an internal tool to arrange images of screens into a flow.
RBC Direct Investing demos were created for several categories:
For this reason, consistency is very important. Terminology and instructions should be consistent throughout the experiences. Consistency reduces the length of the learning process and eliminates confusion.
The voice is clear, simple and friendly. I wanted the copy to be straightforward and concise—while maintaining the friendliness you would receive from an RBC Customer Service Representative.
The tone is Instructive, helpful and sometimes motivational.
The demos are very visual, so each one has thorough a11y copy for every step. This is the copy someone using a screen reader would hear.
I write accessibility copy to allow people with visual impairments to understand:
Each product demonstration we make at Horizn has thorough accessibility (a11y) copy for each step. This is the copy someone using a screen reader would hear.
Below is the a11y copy I wrote for the "Make an appointment" screen, and why I wrote it the way I did—in bold.
The user using the screen reader would first hear the screen description copy describing what is on the screen:
Make an appointment page. (WHERE they are)
Displaying your banking type selection (WHAT happened in the last step)
and a question asking how you would like to meet. (WHAT is happening on this step)
In Person, Video Chat and Phone Call buttons available. (Actions they could take on this step—if this wasn’t a demo)
The user would then hear the highlighted control copy describing what UI element the focus indicator is on and why they should select it:
Highlighted Control: In Person button. (The button they need to select in this step)
Select to make an in person appointment. (WHY they are selecting this button)
While I don't have any statistics on RBC Direct Investing demos specifically, the digital activation strategy across the employee learning site and customer-facing channels has been a huge success.
With over 20 million page views, and more than 10.5 million demo shares, it has become one of RBC’s largest internal communication channels.
