ABOUT THIS PROJECT

1. 🌟 Project: Redesigned a legacy CRM system for 10,000+ bank employees and call center agents, merging eight fragmented tools into a unified, web-based platform to streamline operations and enhance usability.

2. 👩🏻‍💻 Role: Lead UX Designer — drove experience strategy and led hands-on execution in collaboration with a mid-level designer.

3. 👥 Stakeholders: Partnered with Product Owners, Developers, Business Leads, Executive Sponsors, and Research Coordinators to ensure cross-functional alignment.

4. 🧠 Methodology: Agile Scrum — iterative design and delivery in 2-week sprints with continuous feedback and stakeholder reviews.

5. 🔐 Technology: Microsoft Dynamics 360 CRM - Customer Relationship Manager. This meant working with an existing framework and technical limitations.

6. ✂️ Tools: Sketch, InVision, Miro, Mural, Jira, Confluence, Abstract, UserTesting.com

OBJECTIVE & CONTEXT

Key Performance Indicators (KPIs):

1. Training: Reduce training time to learn the application

2. Security: Enhance security of the authentication process

3. Authentication: Shorten the time of authentication

4. Calls: Shorter calls, shorter wait times

5. Customer Experience: More satisfied customers

GOALS - IN DEPTH

Call centres are the bread and butter of banking, it’s what differentiates large 5 banks from the disruptive online banking companies. We provide services over a call and address financial concerns in minutes over a personalized conversation.

GOAL #1 ADDRESS CONCERNS IMMEDIATELY: In 2019, banking problems are complex and nobody has time. When a customers cannot solve the problem themselves on an online platform, they call in. And…they expect answers immediately, within seconds just like an application gives them. Humans are compared to technology and if a customer feels its too long of a wait time, he would hang up and figure it out himself.

GOAL #2 REDUCE TIME SPENT ON A CALL: Each minute spent on a call means more money spent. Call centre agents are mandated to ask 3 securities questions. To solve this, we have a shortened yet more effective authentication process.

GOAL#3 ENHANCE CUSTOMER EXPERIENCE: By providing an end to end experience is what the customer is looking for. This means following the customer experience ever after the call. For example: If the call cannot be solved over the call and the agent books a meeting for them with a banking advisor in person, customer should get an email confirmation.

RESEARCH AND DISCOVERY

• Research Methodology: Conducted qualitative and quantitative research to uncover key pain points in the legacy CRM workflows. Collaborated with the research coordinator and business leads to run discovery interviews, analyze call logs, and synthesize top call drivers.

Excercises: Affinity mapping and card sorting sessions helped us group these drivers into core tasks, shaping the navigation strategy and task flows for the new platform.

“Information may be infinite, however…The organization of information is finite as it can only be organized by LATCH: Location, Alphabet, Time, Category, or Hierarchy.” — Wurman, 1996”

PROCESS

I followed the Double Diamond framework — diverging to explore user needs and converging to define, develop, and deliver targeted solutions (very popular in the Consulting world).

SPRINT PLANNING (AGILE)

INCLUDING DESIGN IN SCRUM

• Including design in the product lifecycle - UX stories that are tracked on Jira.

• Including user feedback into design sessions.

• Iterative, incremental and evolutionary changes.

TEAM MEETINGS AND COLLABORATION

PERSONAS & USER TESTING

After conducting one-on-one interviews, observation studies and focus groups there were 2 personas that emerged. Persona 1: Harry, the Customer Service professional. Persona 2: Grace, the Sales and Investments professional.

LOW- FIDELITY WIREFRAMES

HIGH FIDELITY MOCKUPS

CONCEPT 1: Display a 30 Second Snapshot: While the call centre agent is on call, he gets a snapshot of the customer in 30 seconds. In these seconds, he knows who he is talking to - name, age, balance, product (chequing & savings account). The objective here was to make client information scannable and the most important things findable.

DATA ANALYTICS

By data metrics, analytics and user-centred principles I gathered key insights to make informative & unbiased decisions.

CRM Information Architecture Map

Service design blueprint illustrating how multiple legacy systems, workflows, and touchpoints were unified into a single, seamless CRM experience—connecting people, processes, and technology across CIBC’s internal teams.

This framing shows:

• Holistic thinking – not just UI, but the end-to-end ecosystem

• Service design – emphasizing alignment of workflows and stakeholders

• Strategic impact – highlighting how everything comes together

USER FLOW

SITEMAP

COMPLEX FLOW - VALIDATION PROCESS

This is the complex user flow for when a user calls and gets validated. This authentication process is a mandatory one done over the call, when user is asked 3 security questions.

REAL APPLICATION

From insights to implementation — we built what users actually needed.

⭐ Results & Impact

• Unified 8 tools into 1 cohesive platform

• Reduced training time for new agents

• Improved call handling speed and task accuracy

• Created an enterprise-ready UX that’s scalable and secure

“The team appreciated the simplicity of the new flow — it saved time across the board.” — Product Owner

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