Overview
Frontline employees at CIBC, including financial advisors, service representatives, branch managers, and mobile advisors, currently use 8 to 10 different applications to gather comprehensive client information. This project aims to create a consolidated client profile within Microsoft Dynamics 365 CRM, enabling employees to access a complete and unified view of client information, thereby improving their preparation and effectiveness in client interactions.
My contribution
User research
UI/UX design
The team
2 × UX/UI designer
4 × design research
Year
2018
Overview
Frontline employees at CIBC, including financial advisors, service representatives, branch managers, and mobile advisors, currently use 8 to 10 different applications to gather comprehensive client information. This project aims to create a consolidated client profile within Microsoft Dynamics 365 CRM, enabling employees to access a complete and unified view of client information, thereby improving their preparation and effectiveness in client interactions.
My contribution
User research
UI/UX design
The team
2 × UX/UI designer
4 × design research
Year
2018
Overview
Frontline employees at CIBC, including financial advisors, service representatives, branch managers, and mobile advisors, currently use 8 to 10 different applications to gather comprehensive client information. This project aims to create a consolidated client profile within Microsoft Dynamics 365 CRM, enabling employees to access a complete and unified view of client information, thereby improving their preparation and effectiveness in client interactions.
My contribution
User research
UI/UX design
The team
2 × UX/UI designer
4 × design research
Year
2018
Process
Problem
As one of Canada’s major banks, CIBC relies on numerous legacy systems, resulting in a fragmented experience for frontline employees. Different roles within the bank have varying levels of access to client information, leading to potential inconsistencies in client interactions across different departments.
Research, Design, & Testing
I developed a research plan and conducted job shadowing to gain insights into how frontline employees perform their roles, the systems they use, and how they service clients. Although some common applications were identified, it became clear that access to tools and information varied significantly between departments.
To address these issues, I categorized the key information and functions associated with each role, conducted workshops, and designed a unified client profile within the CRM. This profile integrated features such as sales pipeline management, portfolio management, and lead progress tracking. I collaborated with the team to test the prototype and worked with the vendor to implement the solution using Microsoft Dynamics 365.
Process
Problem
As one of Canada’s major banks, CIBC relies on numerous legacy systems, resulting in a fragmented experience for frontline employees. Different roles within the bank have varying levels of access to client information, leading to potential inconsistencies in client interactions across different departments.
Research, Design, & Testing
I developed a research plan and conducted job shadowing to gain insights into how frontline employees perform their roles, the systems they use, and how they service clients. Although some common applications were identified, it became clear that access to tools and information varied significantly between departments.
To address these issues, I categorized the key information and functions associated with each role, conducted workshops, and designed a unified client profile within the CRM. This profile integrated features such as sales pipeline management, portfolio management, and lead progress tracking. I collaborated with the team to test the prototype and worked with the vendor to implement the solution using Microsoft Dynamics 365.
Process
Problem
As one of Canada’s major banks, CIBC relies on numerous legacy systems, resulting in a fragmented experience for frontline employees. Different roles within the bank have varying levels of access to client information, leading to potential inconsistencies in client interactions across different departments.
Research, Design, & Testing
I developed a research plan and conducted job shadowing to gain insights into how frontline employees perform their roles, the systems they use, and how they service clients. Although some common applications were identified, it became clear that access to tools and information varied significantly between departments.
To address these issues, I categorized the key information and functions associated with each role, conducted workshops, and designed a unified client profile within the CRM. This profile integrated features such as sales pipeline management, portfolio management, and lead progress tracking. I collaborated with the team to test the prototype and worked with the vendor to implement the solution using Microsoft Dynamics 365.
Outcome
Frontline employees valued the consolidated client information provided by the new tool, noting that it effectively gathered all relevant data in one place. They reported that this streamlined approach would save them approximately 30 minutes per day when working with clients.
Outcome
Frontline employees valued the consolidated client information provided by the new tool, noting that it effectively gathered all relevant data in one place. They reported that this streamlined approach would save them approximately 30 minutes per day when working with clients.
Outcome
Frontline employees valued the consolidated client information provided by the new tool, noting that it effectively gathered all relevant data in one place. They reported that this streamlined approach would save them approximately 30 minutes per day when working with clients.