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Creating a new in-warehouse way to apply for CIBC Costco Mastercard at Costco

I designed a tablet experience that enabled Costco members to apply for a CIBC Mastercard while they were in the warehouse—rather than relying on online applications or call-centre support afterward.

`Role`	Product designer
`Team`	Product, engineering, business stakeholders, Costco, content, legal/compliance
`Timeline`	2026 / 6 months
`Scope`	In-store application experience, tablet UX, card comparison, content hierarchy, prototyping

Summary

Costco members could learn about a CIBC Mastercard in the warehouse, but they could not apply there. The existing experience created a gap between customer interest and action, relying on QR codes, pamphlets, online applications, or call-centre support.

What I owned

I led the product design for the tablet experience from early discovery through prototype delivery. My work included competitive research, information architecture, interaction design, content hierarchy, prototyping, and alignment with partners across CIBC and Costco.

Costco members could not apply in-store

The existing journey broke the connection between discovery and application. By the time members left the warehouse to apply later, the offer was no longer in context.

Closing the gap between interest and application

The opportunity was to help members understand their card options and apply while they were still in the warehouse, with a Costco representative available to guide them when needed.

BEFORE

The application started after the warehouse visit

Member-led

Discover card offer

Scan a QR code or take a pamphlet

Leave the warehouse

Application deferred

Apply later, outside the warehouse

AFTER

The application could begin in the warehouse

Member-led with representative support

Discover card offer

Discuss card options

Guided support

Review the application process on a tablet

Apply in the warehouse

Support available

Defining the in-store experience

Looking at the current Costco journey and comparable bank flows helped clarify what members needed from an in-store application experience.

Bring guidance and action together

A Costco representative could answer questions, but the next step still led outside the warehouse. The tablet needed to support a shared conversation, then give shoppers a direct way to begin.

Keep the decision in the moment

A Costco visit is already busy and a credit-card application is rarely planned. Instead of sending people to a QR code or pamphlet, the flow needed to help them explore the offer and decide whether to continue before leaving the warehouse.

Make card options easy to understand

CIBC Costco Personal and Business Mastercards serve different needs but a dense feature list would slow down an in-person conversation. The comparison needed to surface the differences that mattered most, with details available when needed.

Make an unexpected application feel easy

After a full Costco trip, applying for a credit card should feel quick and low-pressure. The flow skipped the CIBC login, used eligible Costco membership details to reduce re-entry, and clearly explained that CIBC would follow up after submission rather than provide an immediate decision.

Key moments in the tablet experience

The tablet was designed around three moments: choosing the right card, understanding what applying involved, and submitting a quick, privacy-conscious intake.

01

Choose a card

Side-by-side options

Key benefits visible at a glance

The first screen helped shoppers quickly understand the personal and business card options. By surfacing the most meaningful differences upfront, it gave representatives a natural way to guide the conversation while keeping the decision with the member.

02

Understand the process

03

Submit with confidence

01

Choose a card

Side-by-side options

Key benefits visible at a glance

02

Understand the process

03

Submit with confidence

See the warehouse journey come together

What I learned

This project showed me that financial applications are not only forms—they are moments of decision. In a busy retail environment, the design needs to respect people’s time, make the choice understandable, and create trust before asking for personal information.

I also learned that partner experiences work best when the handoff is designed as carefully as the interface itself: Costco could support the conversation, while CIBC could handle the sensitive banking relationship and follow-up.

What I'd explore next

I would test how shoppers interpret the personal and business card comparison in the warehouse, measure where they pause or exit the intake, and refine the representative’s role at each stage.