BMO Offers | Lily Alvarez

BMO · Digital Banking

Online Banking · Offers · Personalization

From static promotions to
relevant recommendations

Reimagining how BMO surfaces pre-qualified offers inside the authenticated banking experience — without sending customers elsewhere.

PersonalizationCross-sellDesign system6-month MVP

BMO · Digital Banking

Problem

Customers saw offers that felt generic, disconnected, and easy to ignore.

Low engagement and conversion on existing promotions
Static offers with no tie to customer context
Weak visual hierarchy across web and mobile
Friction when learning more forced users out of online banking

Solving forRetail banking customersMarketingProduct & engineering

BMO · Digital Banking

My role

As Principal Product Designer, I led discovery and design end to end — user research, strategy, prototyping, and partnership with PM and engineering to ship an MVP in six months.

BMO · Digital Banking

Research

Data and customer feedback pointed to the same gap: relevance and clarity beat volume.

Irrelevant offers drove low click-through and repeat visits
Customers wanted simpler decisions with clear value upfront
Trust increased when recommendations felt tied to their own financial picture

BMO · Digital Banking

Design strategy

Personalization

Surface only relevant, pre-qualified offers.

Automation

Use customer data for smarter recommendations.

Transparency

Show benefits and metrics that aid decisions.

Consistency

Align web and mobile into one coherent experience.

BMO · Digital Banking

Hypothesis

Personalized, in-context offers increase engagement without sacrificing customer trust.

BMO · Digital Banking

Quick win

Redesigned the interstitial modal for clarity and action

A focused first touch — clear value, reduced friction, and a path to learn more without leaving banking.

BMO interstitial modal redesign — before and after

The solution

Authenticated product pages keep customers in the flow

Dedicated offer detail pages inside online banking replaced outbound marketing hops — supporting trust, convenience, and conversion.

BMO · Digital Banking

Cross-channel

New entry points and a refreshed Offers hub

Mobile navigation parity, dashboard cross-sell zones, and notification cues made offers discoverable across channels.

BMO · Digital Banking

What we shipped

Quick wins

Interstitial modal, account summary banner, and offer cards — improved clarity with existing components.

More visibility

Mobile nav, dashboard product menu, and notification badge to drive awareness and return visits.

Authenticated PDP

In-banking product detail pages so customers explore without leaving the signed-in experience.

Scalable foundations

New card layouts and flexible modules so marketing could launch campaigns faster.

BMO · Digital Banking

Impact

+21%

CTR on personalized offers

5×

Increase in visits to the Offers page

Improved zone and offer performance reporting for marketing and product
80% of users described the flow as “clear, quick, and relevant”
Design patterns extended BMO's system for future cross-channel campaigns

BMO · Digital Banking

Reflection

Aligning marketing, data, and product on KPIs early made success measurable
Automation worked when customers understood why an offer appeared
The work set a foundation for personalized product experiences beyond Offers

Lily Alvarez

Work

About

Resume

BMO • Financial Services

Turning static promotions into relevant, data-driven recommendations

Role

Industry

Duration

From static promotions to
relevant recommendations

Customers saw offers that felt generic, disconnected, and easy to ignore.

Personalization

Automation

Transparency

Consistency

Redesigned the interstitial modal for clarity and action

Authenticated product pages keep customers in the flow

New entry points and a refreshed Offers hub

Quick wins

More visibility

Authenticated PDP

Scalable foundations

Supporting artifacts from discovery through delivery — scope, research, wireframes, build, and accessibility.

BMO • Financial Services

Turning static promotions into relevant, data-driven recommendations

Role

Industry

Duration

From static promotions torelevant recommendations

Supporting artifacts from discovery through delivery — scope, research, wireframes, build, and accessibility.

From static promotions to
relevant recommendations