Fortune 100 Global Bank
Customer Info Service Design
Evaluation of existing processes resulted in redesign of a key application which reduced complex client updates from 20 days to hours.
The Challenge
The firm's Private Banking and Asset Management unit had many different applications and systems for making changes to Client Address information. The variety of user constituencies, platforms, data models and associations of that data was leading to errors, corporate risk, and excessive time to comprehensively update something as simple as their address when it applies to cards, accounts, mailings, etc. The team made a survey of apps, use-cases, and pain points across their ecosystem.
Results & Recognition
- Greatly reduced the time to completion for complex client address updates from 20 days to hours
- Recognition in Annual Townhall and quarterly newsletter presented by the AWM Unit CEO
- Overcame significant internal skepticism about this application being delivered after prior internal stalled efforts
- SME Team felt this was the most responsive and productive process they had experienced with UX
Discovery Process
The team surveyed all the existing user constituencies, systems, and processes currently in use to uncover pain-points, redundant or misaligned data, and opportunities to streamline operations.
Through interviews and observation of employee users, we uncovered what tools were being used and where they were deficient, mapping the entire ecosystem of applications and workflows.
App Portfolio + Journeys
Mapping the ecosystem of existing applications revealed a complex landscape of tools, each serving different user constituencies but often creating redundant workflows and data inconsistencies. Understanding these interconnections was crucial to designing an effective solution.
Ecosystem of apps currently used by teams
Prioritized Strategic Impact
The leadership team prioritized redesign on a key strategic application with significant impact to customer satisfaction and organizational risk. The Strategic Address App was identified as having the greatest potential for immediate impact on both client experience and operational efficiency.
Key Research Insights & Takeaways
Front Stage Maintenance
Users that are closest to the client don't believe they have an effective way to make updates, resulting in stale data.
Client Contact Preferences
Clients can't completely provide or maintain their contact details and preferences online themselves. Users must use a combination of indicators and notes to infer complex client preferences.
Data Integrity
Up to date client information is overwritten when there are multiple inflight requests or updates from other systems.
Back Stage Maintenance
Identifying incorrect client contact information is reactive and relies on complaints and errors. Ticket-based workflows inhibit smooth communication.
Onboarding Experience
Clients have inconsistent onboarding experiences that require downstream remediation. Some applications make it difficult to distinguish between contact details for client and non-client roles.
System Limitations
Legacy systems of record have system field limits require workarounds that impair quality and trust, leading to errors and erosion of client confidence.