I solutioned new-to-bank and new-to-product journeys across physical, voice and omnichannel touchpoints for transactional accounts (CASA), personal loans and credit cards, migrating an outdated in-branch system to Salesforce to streamline operations and future-proof the platform for long-term growth.
- Project
- Salesforce migration
- Role
- Product designer
- Industry
- Banking
Challenge
The bank relied on an outdated in-branch system that posed several challenges. The system needed to be migrated to Salesforce to enhance efficiency and unlock new capabilities. This included new products and services as well as the creation of a seamless omnichannel experience, enabling customers to engage across digital and physical touchpoints while ensuring a consistent and improved user journey. The migration also aimed to streamline operations, improve scalability, and future-proof the system.
Results
The migration to Salesforce successfully transitioned existing products while enhancing the overall user experience. New products were introduced for both new-to-product (NTP) and new-to-bank (NTB) customers, covering transactional accounts (CASA), personal loans, and credit cards. Additionally, multiple account maintenance journeys were implemented, ensuring seamless management and improved accessibility across these products. Through this transformation, operations were streamlined, scalability was improved, and the system was future-proofed to support long-term growth and innovation.
- Products/Features launched & enhanced
- 20+
- Omnichannel products launched
- 3
My process
Research & Analysis
We conducted field studies as our primary source of research. This was to understand first hand what were the pain points our colleagues in branch were experience with regards to our old systems.
Understand
When requirements are received we had to spend a lot of time with our business analysts to understand exactly how all our old systems work, because the old systems were so complex, we knew exactly what we needed to do.
Wireframing & Prototyping (confidential)
We created prototypes to help us visualize the journey for presentation and testing purposes. We used an iterative approach with feedback being at the centre of our design process. The wireframes also assisted me in engaging in technical discussions with either business stakeholders, developers, business analysts or system analysts.
Usability Testing
We conducted usability tests with users (our branch staff) to validate the design and identify areas for improvement. Based on their feedback, we made necessary adjustments to the design.
Development Hand-off & Support
We collaborated closely with developers, providing end-to-end support to ensure the best experience is delivered. This included but is not limited to: conducting regular design-development reviews, and actively participating in all agile ceremonies.
Conclusion
Multiple products and features were launched successfully, the amount of time it took branch staff to onboard customers onto various products was drastically reduced and overall branch staff experience was better.