Problem: ATB team members were frustrated by the outdated tools they used to manage customer data and activities daily. The combination of an old legacy CRM system and the need to switch between multiple browser tabs created a slow, inefficient, and frustrating experience.
Solution: We adopted an iterative approach within an Agile framework to improve Unleashed through a series of research and design cycles. We identified pain points and scoped out new features and enhancements by conducting qualitative user research, monthly UX strategy workshops, team member interviews, and quantitative feedback such as user surveys and analytics. High-fidelity interactive prototypes were tested to validate our strategies and either refined or translated into stories for our development team to implement. We also provided ongoing support to developers and maintained a design style guide.
Result: Team members have consistently provided positive feedback, praising Unleashed as enjoyable to use, with a clean and intuitive design that saves them time. Team: I collaborated with other designers, researchers, and product owners to identify areas for improvement and new features that aligned with user and business needs. I also worked closely with development teams responsible for building the application. They contributed valuable technical input and ideas during the design process, while I provided design oversight and support.
