Salesforce CRM Agenda Management Workflow Optimization 

Client: Major Canadian Financial Institution, 2023 (6 months)

Role: UX Stream Lead

Collaborators: End-Users, UX/UI Designers, Functional Design Team, Product Design Team, Product Owners, Engineering Team, Executive Stakeholders

Objective

Following an initial Salesforce rollout, low adoption among Financial Advisors (FAs) revealed critical friction in the appointment workflow. I was tasked with redesigning this high-traffic process within strict budget constraints, requiring a solution that maximized Salesforce’s Out-of-the-Box (OOTB) capabilities to minimize custom development costs. 

The Design Process & Delivery

I led the UX/UI stream, bridging the gap between functional platform requirements and user satisfaction.

• Deep User Empathy: I conducted intensive "day-in-the-life" sessions with FAs to clarify undocumented agenda management processes and synthesize their daily motivations and pain points.

• Blueprint for Prioritization: We established foundational artifacts—including Personas, JTBD, and Process Mapping—to define the blueprint for MVP 2 features.

• Rapid Validation: Using the Salesforce Lightning Design System, I produced iterative wireframes and prototypes to validate requirements before committing to development.

• Strategic Constraint Management: By anchoring non-negotiable workflow steps to OOTB features, I ensured the design supported sales progress tracking while staying within the constrained budget.

Outcome

The project successfully maximized the native capabilities of a complex enterprise platform. By taking a data-driven, user-centric approach, I drove operational efficiency and ensured the success of a major digital transformation initiative.