0-to-1
B2B
SaaS
Texas Capital Bank serves business nationwide and provide tailored financial services to help them grow. It partnered with Method to digitally transform its operations to increase operators' efficiency in analyzing & serving client needs, service expansion and customer onboarding.
How might we digitize the financial operators' client-facing workflow to increase customer satisfaction, enhance service expansion efficiency, and mitigate regulatory cost?
I led the design discovery, strategy and execution of the account-opening service and a customer insight dashboard to 10x financial operators' efficiency.
Team & Context
Time
2021
Duration
12 Weeks
Client
Texas Capital Bank
Scope
Design Discovery
User Research
Rapid Prototyping
User Validation
Team
1x UX Designer (Myself)
1x Visual Designer
1x Product Manager
1x Producer
Impact
10X
Increased onboarding speed
70%
Treasury Clients Onboarded Digitally
3 Month+
Dev time saved
Discovery & Prioritization
Challenge
When I joined the team, I found out that the project had a large scope, unclear product visions and lack of user insights.
Approach
I aligned on goals with product owners with a Lean Canvas workshop and persona-mapping exercise, and identified questions, leverages and blockers. I baked research time into the sprint to enable my team with customer insights and help drive product vision.
Result
I shifted our approach from feature-oriented waterfall to user-oriented, and my team aligned vision on the product roadmap with a renewed focus and confidence,
Based on aligned objectives, scope and identified blockers, I planned out the design roadmap. This allowed me to bake enough time for user research and recruiting despite of tight timeline and limited resources.
Define
Unblock Progress w/ Proxy Research
Challenge
The team lacked understanding nor resources for user insights, and made little progress for the last 3 month before I joined the team.
Approach
With time baked into the sprints, I worked with producer to recruited and conducted proxy research and build a first set of pseudo personas.
Result
Those personas proved to be invaluable in formulating our hypothesis to unlock user values. I also influenced my team to adopt an agile, user-oriented development process, setting it up for future success.
Key Insights
1
The window of opportunity to pitch new service and products to enterprise client’s is short and specific - and currently efficiency is bottlenecked on manual, time-consuming research process.
2
Customer success operators are motivated by hitting a sales target, but they want to avoid regulations cost above all.
3
Operators use multiple tools to search, collaborate and track customer data, and the new tools need to fit into their work stack for increased adoption.
Develop
Modular Design for Fast Iterations
Challenge
I needed to build a suite of features for the dashboard quickly to support numerous feature experiments and accommodate anticipated changes and feedback.
Approach
I opted for a modular layout, designing modules that cater to various user needs and goals. This approach ensures each module can be individually adapted or updated as required.
Result
This strategy provides significant flexibility and development velocity. I am able to implement feature requests swiftly and adjust them based on the layout and user feedback. The added flexibility not only enhances team confidence but also allows for development that is directly informed by user insights.
Iterate
Efficient Experiments for Iterative Learnings
Challenge
Based on user research, my team hypothesized that customized interface could help improve operator's efficiency in sales expansion. But introducing new interaction patterns such as customization, drill down and many data visualization components comes with a cost.
Approach
I weighted different design approaches, balancing approachability, efficiency and designed solution that balances usability and dev velocity.
Result
This approach significantly cut development cost and design system maintenance cost, boosted design velocity and encouraged an agile, user-centered development process.
Deliver
Design System
Challenge
Building a design system that allows rapid iteration and integration of new charting components and interaction patterns without sacrificing quality.
Approach
Maximized component reuse and established robust, future-proof patterns, focusing on scalability and maintainability while addressing speed and quality needs.
Result
Achieved increased development velocity and smoother hand-offs, effectively meeting the needs for rapid usability and functionality validation through a scalable design system.
Impact
Our strategic shift to a customer-led approach has dramatically improved operational efficiency and accelerated the pace of development, leading to faster client onboarding and enhanced cross-selling capabilities.
Incorporating customer feedback directly into our development cycle has provided us with a clearer vision for future projects, enabling us to develop a highly strategic, data-driven roadmap that aligns closely with market needs and customer expectations.
More importantly, they have positioned us strongly for future growth and engagement, laying down a solid foundation for ongoing success and more direct routes to achieving our strategic goals.