Redesigning Account Opening Journey
CRM platform used by US banks and credit unions.
CLIENT
An enterprise CRM application for banks and credit unions in the US
TEAM
1 UX Lead, 2 UX /UI Designer, 1 PM
MY ROLE
UX/UI Designer
The Banking Customer
The banking customer (present in-branch; indirect user of the tool via the representative)
Primary Users
Bank representative / branch staff opening accounts on behalf of a walk-in customer
THE USERS
Who Are We Designing For
Opening a checking account takes between 30 and 75 minutes. The bank rep clicks through 15 screens. They scroll through pop-ups inside pop-ups.
Because of this, bank teams spend a lot of time fixing issues later instead of serving customers. Customers get tired of waiting. Some of them leave halfway through and never come back. The reps blame themselves, but the software was never built to help them.
THE PROBLEM
Account opening is broken.
The Navigation Concepts
Vertical
(Selected)
Horizontal (Selected)
Screens from the new journey.
THE WORK
KEY DECISIONS
Decisions that shaped the new flow.
Make the product cart feel like e-com
Pick up where they left off.
One screen for verification.
MY ROLE
What I contributed on this project.
Discovery
Participated in the workshops with the Client’s team and their US business stakeholders. Walked through the existing screens and captured problems
UX/UI
Worked on the navigation concepts, wireframes and UI Design Direction and Design System.
Working with Banking Constraints
Worked with the engineering team to figure out what the core systems (Symitar, Fiserv) could and could not support.
Impact after rollout (Expected)
THE RESULT