Customer Opportunity & Engagement Management Platform 

Client: Major Canadian Financial Institution, 2021 (2 months)

Role: UX&UI Lead

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

Objective

Financial Advisors and Branch Managers faced significant productivity losses due to manual, multi-system lead validation. Leadership required an analytics-enabled, data-rich solution to provide the actionable insights necessary to manage customer needs effectively.

The Design Process & Delivery

I led an integrated team to translate user needs into specific, data-driven Business Intelligence (BI) requirements through a rapid co-design framework.

• User Research: I conducted interviews to understand how FAs track sales, identifying the core data points required for effective lead prioritization.

• Requirements & Analytics Modelling: We defined the current lead management flow and established initial data analytics modelling requirements to ensure the solution was rooted in user needs.

• Blueprint Mapping: I mapped User Stories detailing KPIs and data interactions, which served as the technical blueprint for the development phase.

• Technical Validation: Before hand-off to BI developers, we produced detailed wireframes to validate both user requirements and data availability/feasibility.

Outcome

We delivered a streamlined, insights-driven BI interface. The solution provided enhanced lead prioritization and performance metrics, significantly improving advisor productivity and the bank's ability to drive customer engagement.