Company: PC Financial (President’s Choice Financial)
Role: Lead Product Designer
Scope: End-to-end Learning Hub experience (Content platform, Templates, Video, Integration)
PC Financial was preparing to launch a new digital banking product. As a mobile-first, low-fee bank operating primarily online, customer education and self-serve support were critical to scaling efficiently.
I led the design of the PC Financial Learning Hub — a centralized education platform that consolidated FAQs, tutorials, lifestyle content, and video guides into a single self-serve experience.
The objective was clear: increase digital engagement, improve customer confidence, and reduce support costs by deflecting calls through better content design.
Prior to launch, educational content was fragmented across different surfaces:
Customers had to search across disconnected areas to find answers, and content types were siloed. This created friction, reduced discoverability, and increased call center dependency.
The opportunity during product launch was not just to create new content — but to orchestrate it into a coherent self-serve ecosystem.
Rather than duplicating content, I integrated resources intelligently. For example, if an FAQ required visual explanation, we embedded tutorial videos directly within the answer while also linking related educational content to drive engagement within the hub.
Beyond UX design, I acted as creative director for the video and animation strategy.
I functioned as the central orchestrator of the experience — ensuring the platform, content strategy, and brand execution worked cohesively.
The Learning Hub transformed static support content into an integrated education ecosystem designed to empower customers to bank confidently.
The Learning Hub became a foundational digital asset supporting product growth and customer confidence.
Content Is a Product Surface.
Educational content must be designed with the same rigor as transactional flows.
Integration Drives Engagement.
Embedding multimedia directly into support content reduces friction and increases comprehension.
Design Leadership Includes Orchestration.
Aligning product, content, engineering, and creative partners is essential to delivering cohesive digital ecosystems.