Customer Opportunity & Engagement Management Platform 

Client: Major Canadian Financial Institution

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.

The landing page was designed to prioritize high-level performance metrics, allowing users to assess overall health before diving into more granular data for investigation.