Symptoms
Low Engagement
“99+” unread messages, sales-heavy tone, and clients resorting to calls to banking centre for simple issues.
Problem & context
Low engagement in Message Centre is a problem for both clients and the business. As notifications pile up ("99+"), users tell us they're less likely to open and explore, and there’s no smart prioritization or re‑engagement strategy.
Business Pain
Missed Opportunities
Lower conversions, limited education touchpoints, and fewer self-serve paths that increase our cost-to-serve.
User pain
Irrelevant Content
Offers and comms come across as generic, everything is shown with equal priority, leaving clients unsure what's important to to act on.
Goals & metrics
Create a hub where clients clearly see urgent actions, tailored opportunities, and recent activity — with self‑serve paths that reduce support reliance.
Primary
Boost Engagement
Offers, advice, insights, documents, dispute updates should surface intelligently, with options to act now or return later.
Secondary
Self-Serve Capability
Reduce contact centre dependence with clear, guided flows and progressive education.
Future-Ready
AI Chat & Smart Search
Nod to AI-powered features while proposing an experience that’s feasible in 2–3 years.
Measurement
Analytics & Testing
Compare baseline engagement vs. revamped flows; validate via moderated tests.
Guardrails
Tone & Clarity
Maintain brand voice while nudging toward more natural language in the future.
System Overview
Initial Communication
Communications are sent to the client via their primary communication channel of choice for a certain type of message - these include SMS, email, push notification, and in-app.
Initial User Action
Our goal is to reduce friction-to-action as much as possible - we introduced new data-rich push notifications with more info, and instant-action modals so the user can make a prompt and informed decision.
Presentation in the Hub
If the user still decides to defer action, the communication will be triaged within the hub. Time-sensitive notifications that must be addressed urgently appear at the top, while less pertinent communications filter throughout the page and universal search.
Re-Engagement Strategy
With each new type of communication and feature, we use feature highlights to guide the user to the appropriate section, educating them over time. Other new elements like a monthly/quarterly Financial Rewind will encourage users to return regularly.
Additional Options & Historical Data
If the user is unable to find what they're looking for within the main hub page, our Universal Search engine and AI-powered chat will be other channels they leverage for a more manual, in-depth exploration.
Feature highlights
Two key flows for us to take a look at are the New Feature Highlight that serves as an educational tool to teach users what types of communications will find their way to the hub, and the Urgent Action Required flow that shows how users can quickly take action when needed.
New Feature Highlight Announcing a new feature and showing the client where they can return to check it out again.
Urgent Transaction Alert A potential fraud transaction is pushed to the user, who has to then act on it and make a decision about how to resolve it.
Key findings
Clients value clear, personalized, and visually intuitive comms that respect attention, spark re-engagement, and build trust through transparent AI.
Clarity at a glance
Smart hierarchy and prioritization make pertinent comms easy to find.
Personalization is king
CRTeX serves relevant opportunities that feel genuinely beneficial (e.g., suggest Simple Investing when excess funds exist).
Re‑engagement moments
Monthly/Quarterly/Yearly Rewind prompts return visits and second‑chance conversion.
Combat fatigue
Respect client intent: fewer, clearer messages with obvious value beats kitchen‑sink blasts.
Show, don’t overwhelm
Helpful visualizations for growth, spending, and alerts improve comprehension.
Earn trust with AI
Sources, timestamps, and transparent logic increase confidence in AI chat and search.
Results
Signals from prototypes and early tests; full metrics to follow in pilot.
Channels unified
4
Modular components
8+
Journey archetypes
4
Offer re‑engagement
+35%
“Having everything in one place saves me the effort of checking individual accounts and messages.”