Salesforce CRM Agenda Management Workflow Optimization 

Client: Major Canadian Financial Institution

Role: UX/UI Design Lead

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

Objective

Following a Salesforce rollout, Financial Advisors were avoiding the new appointment workflow — adoption was low and the friction was measurable. I led the redesign of this high-traffic process, working within strict budget constraints to maximize Salesforce's native capabilities and minimize custom development.

The Design Process & Delivery

I led the UX/UI design stream end-to-end, from user research through to final delivery.

• Deep User Empathy: We 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, we produced iterative wireframes and prototypes to validate requirements before committing to development.

• Designing Within Constraints: By anchoring non-negotiable workflow steps to out-of-the-box Salesforce features, we kept the design within budget without sacrificing the core user experience.

Outcome

The redesign delivered a more intuitive appointment experience for Financial Advisors — improving workflow efficiency and driving adoption of the platform.

Multiple scenarios were mapped before arriving at the final booking flow. My team used Salesforce's Lightning Design System for rapid prototyping and validation.