Work/RBC Client 360
RBC · Client 360 · 2024
From a hunt
to a glance.
Every RBC client conversation starts on one screen. I redesigned it so advisors could know who they’re helping in seconds, not after a scroll.
45%less time per call
after launch
Problem
Client 360, RBC’s new Salesforce CRM, was making advisor calls longer. Identity and contact details were buried in a long, repetitive record, so advisors hunted while clients waited.
Solution
A redesigned Client Profile that puts who the client is first: duplicate fields merged, contact details grouped, and one overloaded tab split by task, all within Salesforce and compliance limits.
My role
UX research and product design on RBC’s in-house team: the UX audit, advisor interviews, two rounds of usability testing, and the redesign, refined with Product Owners over 20+ reviews.
- Team
- RBC in-house design, Product Owners, engineering
- Timeline
- Jan – May 2024
- Outcome
- 45% faster calls · 2× adoption
- Status
- Shipped
01The moment
A client calls RBC’s Advice Centre. Before the advisor can help with anything, they have to answer one question:
“Who am I talking to?”
Name, date of birth, contact details, how long they’ve banked with us. The answer lived in Client 360, RBC’s new Salesforce-based CRM. Finding it was the problem.
A new CRM that made calls longer
Client 360 replaced a legacy system, but pilots showed a cluttered record and poor navigation that increased call times. RBC moved the work from Deloitte to an in-house design team. I joined it and ran three projects in parallel; this is the one that changed every call.
02What we heard
The audit and the advisors pointed the same way
- “I read the same thing twice.” Date of Birth and Age, Client Since and Tenure, each in separate fields.UX audit
- Identity belongs at the top. Advisors wanted client information first, so they could verify faster.Advice Centre advisors
- Order follows the call. Client Access before Digital Enablement matched how verification actually flows.Retail advisors · n = 8
So the question became
How might we help advisors find the right client details in seconds, without leaving the conversation?
- Show less, but the right things first.
- Group by task, not by database table.
- Work within Salesforce and compliance limits, not around them.
03The obstacle
The hardest constraint wasn’t Salesforce
Salesforce had real limits (a four-to-five-field highlight panel, live and stored data kept apart, masked IDs without dashes), and I designed within them. The harder constraint: Product Owners prioritized release dates over research, so features kept missing what advisors needed.
The turning point
Instead of arguing for research, I invited the PMs into live sessions. Hearing advisors struggle first-hand changed the conversation. They started looping design in earlier, and pushed for changes that weren’t on the roadmap.
04The redesign
Three changes, refined over 20+ reviews
Each one answers something advisors told us. Flip between before and after.
Contact details, readable in one pass
Two embedded maps and unlabelled stacks pushed phone and email below the fold.
Clear Address, Phone and Email groups. No maps. Everything an advisor confirms on a call, in one view.
One overloaded tab, split by task
Everything sat under Overview and Relationships: long pages, cluttered, hard to scan.
New Contact Info and Account Management tabs, so each tab maps to one thing an advisor is trying to do.
Duplicate fields, merged
Client Since and Tenure, Date of Birth and Age: the same fact, read twice, in different places.
Each pair became one field, like 01/02/2020 (4 years), inside a reorganized Client Information section.
05Proof
Two rounds of testing, and each one changed the design
Round 1, Advice Centre advisors. Interviews, then task scenarios. Identity moved into the highlight panel; related fields were consolidated.
Round 2, retail advisors. A between-subjects test with 8 advisors comparing two section orders. They chose Client Access first.
06In their hands
The moments that happen mid-call
I also prototyped the tasks advisors do while the client is still on the line, and tested them from task cards. Here’s changing a call reason, clicked through exactly as advisors did.
07The new reality
45%decrease in call handling time, measured weeks after launch.
- 2×
- adoption of the new design after launch
- 50+
- usability tests with advisors across three projects
In the post-launch survey, advisors said the profile was easier to navigate, faster to use and closer to their day-to-day work. The designs shipped, and kept shipping after I moved on.
08What I took away
- The biggest changes didn’t come from Figma. They came from putting PMs in the room with real advisor pain.
- Enterprise UX is the craft of constraints. Salesforce limits, compliance rules and many workflows, balanced at once.
- You can’t prototype trust, but you can build it. Involving advisors and PMs early made hard feedback easier and good ideas stick.
