Migrating Small Business Banking Legacy Tools to Salesforce
As a Senior Product Designer I contributed to modernizing Wells Fargo's small business banking experience through the integration of a legacy CRM into Salesforce.
Background
Wells Fargo's small business bankers previously relied on outdated applications and disconnected tools, making client relationship management inefficient. To modernize the experience, a legacy banking application was integrated into Salesforce, improving workflow efficiency, reducing errors, and enhancing data accuracy.
The Challenge
With multiple disconnected systems, bankers had to switch between screens to access client information, disrupting workflows and leading to redundant data entry. The goal was to transition key banking functionalities into Salesforce while ensuring the platform met business needs and aligned with existing workflows.
What I Did
Design & Workflow Analysis
- Designed a custom Client Groups View in Salesforce, reducing cognitive load and improving navigation.
- Worked closely with Stakeholders to understand their primary needs in order to translate the legacy software to Salesforce.
- Collaborated with the Salesforce architect to determine whether standard components or custom-built features were needed.
User Research & Prototyping
- Worked with the UX researcher to document banking processes and identify necessary improvements.
- Participated in user interviews with small business bankers to understand workflow pain points.
- Created an interactive prototype that allowed users to navigate key processes, identify inefficiencies, and validate expectations.
Collaboration & Testing
- Partnered with stakeholders and project managers to align business objectives with UX goals.
- Iterated on designs based on usability testing insights gathered from bankers at various levels.
- Used UX benchmarking to validate that the new experience improved efficiency and met KPIs.
Role
Senior Product Designer, Prototyping, UX Research, Feature Mapping, and Component Rationalization for CRM Integration