WEB APPLICATION
Redesigned the web application for internal users (call centre agents/ CIBC employees) who assist regular callers.
ABOUT THIS PROJECT
🌟 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.
👩🏻💻 Role: Lead UX Designer — drove experience strategy and led hands-on execution in collaboration with a mid-level designer.
👥 Stakeholders: Partnered with Product Owners, Developers, Business Leads, Executive Sponsors, and Research Coordinators to ensure cross-functional alignment.
🧠 Methodology: Agile Scrum — iterative design and delivery in 2-week sprints with continuous feedback and stakeholder reviews.
🔐 Technology: Microsoft Dynamics 360 CRM - Customer Relationship Manager. This meant working with an existing framework and technical limitations.
✂️ Tools: Sketch, InVision, Miro, Mural, Jira, Confluence, Abstract, UserTesting.com
OBJECTIVE & CONTEXT
Key Performance Indicators (KPIs):
Training: Reduce training time to learn the application
Security: Enhance security of the authentication process
Authentication: Shorten the time of authentication
Calls: Shorter calls, shorter wait times
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.
User Research (discussing user testing results) - after testing our product with real users we categorized our views and prioritized visual hierarchy accordingly. We met 15 real users and conducted 30 minute one-on-one user testing sessions and moderated walkthroughs. Results led to refinements in visual hierarchy, task prioritization, and overall workflow clarity.
Discussing usability findings and validating early design decisions with stakeholders post-testing.
Affinity Mapping: I conducted a meeting in which we organized similar information in categories by brainstorming with business and technical leads. We were organizing top 20 reasons for why callers call and grouped them in categories of tabs that we have created in the application.
“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
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.
Cross-functional workshop with developers, product owners, and business analysts — aligning on priorities, technical constraints, and design feasibility during our biweekly Agile
Leading by example — embodying accountability and collaboration as the Lead UX designer across multiple scrum teams.
Leading a working session to translate call driver insights into actionable UX strategies — ensuring the solution was both user-centered and technically viable.
Core product team snapshot — celebrating cross-functional collaboration with stakeholders from UX, business, and engineering after delivering a major project milestone.
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.
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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I specialize in designing thoughtful, scalable user experiences — from concept to execution.