The Challenge

A major financial institution was struggling with an outdated, command-line based sales dashboard that had grown organically over years without strategic direction. The system featured 35 fragmented screens, required extensive keyboard shortcuts, and created significant workflow disruptions during client interactions.

Our Approach

I led a comprehensive user-centered redesign strategy: Deep Research: Conducted interviews with 24 sales personnel across experience levels, developed distinct user personas, performed contextual inquiries during client interactions, and analyzed system usage data Information Architecture Rationalization: Reorganized screens into logical workflows based on actual sales processes Workflow Consolidation: Designed consolidated views that reduced "screen hopping" during client interactions Progressive Disclosure: Implemented a system that could "grow" with user expertise

Impact

• 23% Screen Reduction: Decreased from 35 screens to 27

• 35% Task Completion Time: Average reduction across common sales tasks

• 70% Training Improvement: New representative proficiency timeline reduced from 3-4 weeks to 10 days 42% More Client Focus: Reduction in system navigation time during meetings

• 20% Sales Capacity Increase: Representatives handled more client interactions daily

• 30% Faster Onboarding: First-month productivity of new hires increased significantly

This transformation exemplifies my approach to UX leadership: identifying high-impact opportunities where user experience directly drives business performance, conducting rigorous research to validate assumptions, and implementing solutions that deliver measurable results while building organizational capability.