Global Financial Leader (Salesforce project)

Salesforce Implementation

Overview

Digital transformation for a global financial leader via user-centric design solutions, streamlined processes, and enhanced customer experiences across digital platforms.

Pain Points

– Users were frustrated because they do not have a single source of truth for multiple accounts.
– CSRs had to master a complex system to resolve clients issues.

Goals

– Create a responsive website to utilize Salesforce’s out-of-the-box when possible.
– Deliver a seamless user experience to maximize user engagement and conversion rates.
– Present a user-focused website that leveraged the latest technologies.

Approach

– Confirm end-user’s pain points through user research.
– Create clickable prototype flows to address complex flows.
– Tailor website to user needs, leverage latest tech and design trends.
– Train newbie team in UX for less complex flows so I can focus on more complex flows.
– Review all designs internally before submitting them to the client for feedback.

Outcomes

– Exceeded the client’s expectations by producing efficient, frictionless screens and flows.
– Provided thought leadership to the Business and Development teams.
– Produced 20+ interactive prototypes, based on complex flows.
– Designed over 180 screens that maximized the potential of Salesforce capabilities.

Agile Methodology

– Scrum

Technology

– Salesforce / Salesforce Lightning

My Contributions

UX Architect: six months
Leadership

Implemented a training program for three team members in UX and Axure, enabling them to independently lead client sessions for project sign-offs, while also serving as the primary UX representative in scrum planning sessions to ensure alignment and effective communication.
Strategy

Grounded the approach in user truths to drive better, lasting engagement. Centered on immersive research to guide user-aligned design. Diagnosed artifacts and validated top frustrations through rigorous studies. Key insights shaped clickable prototypes deliberately crafted to ease struggles within the boundaries of existing systems. Targeted alignment of organizational knowledge and user needs strengthened solution efficacy beyond immediate fixes.
Research

20 Design Thinking sessions, A/B testing, heuristic evaluations, user task analysis, requirement gathering
Design

Developed over 20 comprehensive end-to-end user flow diagrams and crafted more than 180 interactive prototypes to enhance user experience and interface design.

Project Gallery

Global Financial Leader (Salesforce project) 1

Example of custom financial relationship information