Points Transfer
Making rewards legible and moveable for 4 million Canadians
As Design Researcher, I owned end-to-end research and design for the RBC points transfer experience — one of the highest-friction, highest-support-volume flows on the platform. The work uncovered why customers were failing, redesigned the transfer journey from the ground up, and delivered a measurable reduction in contact-centre demand.
Context & Constraints
Points transfer was one of the most requested features on RBC Rewards — and one of the most abandoned. Customers couldn't reliably predict how transfers would work, what the ratios meant, or whether their points had actually moved. The result: high call volume, low self-serve completion, and eroding trust in the platform's core value proposition. This workstream owned the research, insight synthesis, and redesign that fixed it.
Opaque transfer mechanics
Customers couldn't understand conversion ratios, partner rules, or final point values before committing — leading to errors, reversals, and support calls.
High contact-centre load
Transfer failures and confusion were one of the top drivers of inbound calls — a direct cost to RBC and a measure of customer friction.
Regulatory and partner constraints
Transfer rules varied by partner and were subject to regulatory requirements — the design had to be clear without oversimplifying legally significant information.
Full case study detail — research methods, key findings, design decisions, and outcomes — coming soon.
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