Data Request Workflow Automation
As one of Canada’s largest banks with a strong presence across the Americas, Scotiabank’s vision is to be our clients’ most trusted financial partner, to deliver sustainable, profitable growth and maximize total shareholder return. The Global Transaction Banking (GTB) Analytics team at Scotiabank provides market research support to frontline teams to reach business banking goals and operations across the world. Market research refers to the process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service.
Problem Statement
The team spends approximately 12.5% (or 1 hour) on any given workday to respond to over 500 email requests for information. In many cases, it can take up to 2 weeks to investigate, retrieve, analyze, and report back to employees. This results in lost client opportunities and work productivity over time, leading to reduced intellectual capital invested in market research analysis to meet everyday business banking needs.
Goal Statement
Build a digital solution that will allow employees to submit a request and receive timely responses with next steps to reach their business goals.
Roles & Responsibilities
Product Designer responsible for designing the end-to-end employee experience of market research analysis.
Duration
September 2024 - November 2024
Understanding the User
About GTB Analytics
The team designs web apps that provide on-the-go market research analytics to frontline teams to respond to client inquiries and sales prospects. They also provide intermediary support to various business units across the bank who need access to sensitive customer data to make business- and risk-intelligent decisions.
Information Architecture: Types of Requests
User Journey: Workflow for Employees to Submit Requests for Information
User Feedback: Observations of the Current Supporting Model
Starting the Design
Proposed Solutions
Proposed Solutions: Three-prong approach
Proposed Solutions: Common Benefits
High Fidelity Digital Prototype
Digital Prototype: Selecting the Type of Request
Digital Prototype: Project Questionnaire
Digital Prototype: Incident Questionnaire
Digital Prototype: Incident Questionnaire
Usability Study
Findings & Themes
Upon a pilot launch to a call centre team at GTB, it was found that employees had a hard time receiving a timely response on incidents raised with various apps on Customer 360. Customer 360 is a data platform that provides on-the-go market research analytics to frontline teams. Employees preferred the traditional method of sending an email to the team when they need to report a problem.
With the launch of the new web form to all employees at GTB, 100% (5 out of 5 users interviewed) were satisfied with the self-service approach, highlighting easy navigation and transparent email communication as common feedback themes to the design.
Refining the Design
Digital Prototype: Removed Incident Option
