Customer Opportunity & Engagement Management Platform 

Client: Major Canadian Financial Institution

2021 (2 months)

Role: UX&UI Lead

Worked with: End-Users, UX&UI Designer, Product Owners, Data Engineer, Executive Stakeholders

Objective

Financial advisors and branch managers faced productivity challenges due to manual, multi-system lead validation. This cumbersome process hindered their efficiency getting actionable insights necessary to actively manage their leads and customer needs. Bank leadership required an analytics-enabled, data-rich solution to empower branch staff. 

The Design Process & Delivery

Strategy & Rapid Outcome: The need for a unified use case was clear, but required translating user needs into specific, data-driven Business Intelligence (BI) report requirements. I led the integrated team and guided the process to drive a rapid design outcome. Using a user-centred co-design framework, our team successfully transitioned from initial research to rapid wireframe design ready for development in the BI platform.

User Research: Conducted interviews to understand how Financial Advisors (FAs) and Branch Managers currently track and manage sales, synthesizing their needs, motivations, and pain points.

Requirements Definition: Defined foundational user requirement artifacts, including Personas, the current lead management process flow, and initial data insights and analytics modeling requirements to establish a clear understanding of user needs.

Blueprint Mapping: Mapped the User Story, detailing the Key Performance Indicators (KPIs), required data points, and their interaction and workflow within the platform, serving as the blueprint for the development phase.

Validation Before Development: Produced detailed iterative Wireframes to validate user requirements with users and a variety of stakeholders. We also validated the data availability and feasibility before handing over to the Bank’s BI developer.

Outcome

We delivered a streamlined, insights-driven BI interface powered by analytics that provided enhanced lead prioritization and actionable performance metrics for advisors, significantly enhancing their productivity and improving the bank's ability to drive actionable customer engagement.