Portfolio story · Leading Helping people find the right immigration program

2023-2024

I led the team that created a tool called “Explore immigration program”, a new tool that simplified access to immigration programs by aligning user needs, research insights, and digital service best practices.

Context

  • IRCC offers dozens of immigration programs, but information was scattered across multiple pages.
  • Many users had no clear starting point, leading to confusion, errors, and high support demand.
  • A previous tool (Come to Canada) existed, but user feedback showed it wasn’t meeting expectations.
  • There was an opportunity to design something more user-centred and accessible, using evidence and testing.

My role

  • Managed a cross-functional project team of researchers, designers, developers, and content specialists.
  • Oversaw a review of existing tools (like Come to Canada) and analysis of user feedback to identify pain points.
  • Guided the design of a prototype addressing findings, with a focus on clarity and inclusiveness.
  • Directed two rounds of formative usability testing, iterating based on user insights.
  • Orchestrated a progressive launch with robust monitoring and analytics to track performance.
  • Led post-launch improvements, including reducing long lists of results to better match user expectations.

Impact

  • Since launch, the tool has been used over 1 million times to help people navigate immigration programs.
  • Provided a clear, accessible entry point for users navigating complex immigration options.
  • Reduced confusion and improved task success, as evidenced by analytics and user feedback.
  • Became a flagship example of evidence-based, iterative design in IRCC’s digital presence.
  • Continues to support thousands of users daily, reducing support demand and improving trust.

What I learned

  • Leading means orchestrating diverse expertise — success came from trusting the team while holding the overall vision.
  • Iteration and monitoring are as critical as launch — ongoing improvements made the tool more effective.
  • User needs should anchor government digital services, even when policies are complex.