ATB Unleashed – CRM Web App

ATB Unleashed - CRM Web App

ATB Financial | 2019-23

A custom designed and developed, customer relationship management (CRM) application, created by ATB Financial to help its team members deliver improved client service



Project Description

Working with a fully remote user research and Agile development team, Trevor led the user experience design of ATB Financial’s internal CRM system; ATB Unleashed, for two and a half years.

Target Audience

The target user group for ATB Unleashed is ATB customer service staff. ATB Unleashed is used on customer support calls and to update personal and business client accounts and information.

Design Challenges

After starting on the project, Trevor found that there were inconsistencies in the user interface and development standards between screens, across the entire application.

Through usability testing and staff feedback, he discovered that the Client Overview page lacked relevant client data. The application’s search results did not supply staff with all information required to quickly identify clients, and the Dashboard worklist did not automatically present the highest priority activities.

Design Interventions

Trevor proposed and implemented a number of design interventions, including:
• establishing new user interface and CSS standards for the entire application
• creating the ATB Unleashed Design System to document the new standards
• redesigning the Dashboard and Client Overview pages
• redesigning the application Search results
• leading the design of an integrated, conversational AI suggestion model for staff


After implementing the design interventions, ATB Unleashed:
• saves client-facing teams 9000 min/month over the previous solution(s)
• generated $7M in additional accounts with AI suggestion feature
• is widely preferred by staff members (over alternate solutions)
• consistently receives high net promoter scores (NPS)

Tools & Deliverables

• Content inventory
• Sitemaps
• Interaction flows
• Prototypes (Axure RP)
• User interface designs
• Design system

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