Designing for Agenda Management (Salesforce CRM)
Client: Major Canadian Financial Institution
2023 (6 months)
Role: UX Stream Lead
Worked with: End-Users, UX&UI Designer, Functional Design Team, Product Design Team, Product Owners, Engineering Team, Executive Stakeholders
Objective
Redesigning the financial advisor’s critical customer appointment workflow in the cloud-based enterprise CRM platform (Salesforce), required maximizing out-of-the-box features within strict budget constraints and navigating complex legacy processes.
The Design Process & Delivery
The bank was undergoing a digital transformation and completed the first release of CRM with Salesforce, but low adoption among Financial Advisors highlighted a critical pain point in the customer appointment workflow. The product team face strict budget constraints in the second iteration and they look for a design outcome that is user-friendly while maximizing Salesforce’s out-of-the-box (OOTB) features to minimize custom development costs.
Working closely with the functional design team, I spearheaded the UX/UI design stream from discovery to alignment to confirm the second release features, ensuing configured screens maximize platform capabilities while achieving the user satisfaction outcome.
We conducted intensive working sessions directly with users (Financial Advisors across regions) to understand the Financial Advisor’s (FA’s) “day in the life,” clarify undocumented agenda management processes and synthesized their needs, motivations, and pain points. We collaborated with the Bank’s product team in the process to ensure everyone is on the same page.
We produced foundational user requirement artifacts including Personas, Jobs-to-be-Done (JTBD), and process mapping to establish a clear understanding of user requirements. We also mapped the User Journey/Workflow (detailing the Salesforce appointment scheduling process) as the blueprint for feature prioritization for MVP 2.
Produced detailed iterative Screenflow Wireframes and prototypes using the Salesforce Lightning Design System to validate user requirements before development.
Engaged diverse user groups and stakeholders to secure collaborative consensus on the project’s “Definition of Done.”
Anchored the most important, non-negotiable workflow steps to ensure the design directly supported effective FA agenda management and sales progress tracking, meeting the constrained budget.
Outcome
Successfully maximizing a complex enterprise platform’s native capabilities, I drove efficiency and ensured a data-driven, user-centric approach to a major digital transformation initiative.