About the Project

The bank’s employees were working across multiple disconnected systems — ELMA, three different ABS platforms, and custom legacy tools — making it hard to efficiently serve customers.
We launched a new CRM initiative to centralize all client data and actions into a single, coherent system.

Role

• UX & UI Design for the CRM system

• Concept development and presentation to business stakeholders

• User flow design

• Iterative prototyping and testing

• UX writing

• Cross-team collaboration with legal, IT, operations

Business Goals

• Improve employee efficiency by reducing context switching

• Accelerate request processing time

• Create a unified and scalable system for both individuals and all types of legal entities

• Lay the foundation for a long-term CRM platform across departments

Challenges

• Data and actions were spread across ELMA and 3 different core banking systems (ABS)

• Need to support multiple client types (retail + legal entities of various categories)

• CRM is the core operational tool for daily work

• Design must be scalable and evolve with future integrations

Approach

We started by focusing on the most critical and frequent touchpoint:
The 360° Client Card — a single view of all relevant data and actions related to a client.

• Built a concept version of the 360° card with key sections:

  1. Client profile

  2. Product portfolio

  3. Requests & communication history

  4. Documents

• Presented the concept to business stakeholders

• After several feedback cycles, aligned on a final version for real usage testing

• Designed different logic depending on client type:

  1. Individuals

  2. Sole proprietors

  3. Legal entities (various classifications)

Key UX Solutions

• Modular layout — each data block can be loaded, collapsed, or customized per role

• Contextual actions — quick access to typical operations based on client type and status

• Role-based access — support for segmented views (front office, back office, operations)

• Fast search, quick filters, and pinned sections for speed

• Ready for further integration with services like chat, scoring, or document upload

Prototyping & Iteration

• Delivered clickable prototypes in Figma

• Aligned structure and terminology with legal and operations teams

• Planned pilot testing with real employees in controlled conditions

• Designed for observability: feedback collection during live usage

Next Steps & Impact

• Launching first version of the CRM starting with the 360° card

• Monitoring real usage through employee interviews and metrics

• Planning updates based on:

  1. Navigation pain points

  2. Usage frequency by block

  3. Suggestions from operational staff

The CRM aims to reduce request handling time and simplify training for new employees, leading to faster client service.

What I Learned

• Designing CRM systems means balancing flexibility with clarity

• Early concept testing with business teams speeds up alignment

• Role-based systems require detailed permission logic even at the design stage

• Designing for observability (how users interact) helps guide future iterations