Within the retail branch network software, I was responsible for the client profile redesign for both current clients and prospects. As the central hub for client data, the profile page contains a minimum of 15 different widgets and features. The redesign process spanned six months, involving extensive research, design iterations, user testing, refinements, and retesting to ensure an optimal user experience.
While I can’t share proprietary details, this case study provides insight into my process for a client profile redesign to improve usability, lead conversion, and user experience.
Goals
- Redesign the profile page to be fully responsive across all screen sizes
- Optimize lead conversion, aiming for a 25% increase in effectiveness through improved usability
- Strengthen and build client relationships through improved insights
Research
- Planned and facilitated an in-person discovery workshop with 11 branch teammates
- Designed and launched a UserZoom survey to gather additional insights from all branch teammates
- Conducted a second in-person discovery workshop with 20 additional branch teammates
- Analyzed data and compiled insights using Miro boards
- Developed a comprehensive research summary
- Presented key findings and recommendations to the retail product team
Prototype Design
- Developed multiple design iterations based on research findings for review by the product team
- Ensured all designs were fully responsive across various desktop sizes, tablets, and mobile devices
- After finalizing the design direction, created a clickable prototype to demonstrate how branch teammates interact with client profiles.
User Testing
- Planned and led focus group sessions to review initial designs with branch teammates
- Incorporated feedback from focus group sessions to refine designs
- Facilitated virtual moderated usability testing with additional branch teammates
Dev-ready Designs
- Designed high-resolution screens in Figma for desktop, tablet, and mobile platforms
- Refined and optimized designs for over 120 Jira stories
- Created a high-resolution clickable prototype for product demos, used by both developers and retail leadership
- Led executive-level demos to showcase design enhancements and key updates
- Redesigned 11 widgets, ranging from minor enhancements to full-scale overhauls
- Improved the visibility of client information, helping branch teammates deliver personalized support and grow client relationships
- Updated the client profile page to ensure full responsiveness across all branch teammate screens in branch managers, personal bankers and tellers
- Collaborated with another team to increase lead effectiveness by 25%, equipping branch teammates with more conversation points
- Enhanced clarity in client communication between the Contact Center and branch employees