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

High Fidelity Digital Prototype

**Digital Prototype**: Selecting the Type of Request

**Digital Prototype**: Access Request Questionnaire

**Digital Prototype**: Incident Questionnaire

**Digital Prototype**: Data Request Questionnaire

**Digital Prototype**: Project 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

Additionally, subsequent feedback received regarding Access Requests was an option to request access on behalf of an employee. This often happens in situations when a people manager is attempting to onboard a new employee. Although the employees have the ability to fill out the form individually, it was more practical to have the people manager request it to improve workplace efficiency.

**Digital Prototype**: Added Prompt to Confirm Access Individually or On Behalf of Someone

Going Forward

With the launch of the online form, the number of emails forwarded to the group mailbox has reduced significantly with 30% of the traffic reaching the GTB Analytics team thanks to advancements in automation and structured information being sent with complete information about the request. The next phase of the project is to enable application interface (API) communication between Microsoft Forms and Jira through Power Automate. Due to limited funding and resource requirements, the project was paused pending further review and support from Scotiabank leadership.

Data Request Workflow Automation