Marta Hrecznyj

Case Studies

Visual Design

About

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Marta Hrecznyj

Marta Hrecznyj

Case Studies

Visual Design

About

Contact

*Images are representative in nature and intentionally small due to NDA

Engage360
CRM Application

How I redesigned a CRM Platform to better support Bankers' needs and drive KPIs

Project Overview

Background

Engage360 is a proprietary client management platform (CRM) used by a leading American corporate bank with over 9,000 daily users across 959 branches nationwide.
It enables bankers and employees to manage client relationships, leads, and financial services — serving as the digital backbone of the bank’s client engagement strategy.

As a Product Designer on the Engage360 team, I led UX initiatives to improve information prioritization, usability, and workflow efficiency within the platform’s core dashboard experience. The CRM’s scale and complexity were comparable to Salesforce, along with internal features similar to Monday.com.

Dashboard Design, Saas, Productivity

My Role
My Role
My Role
👩🏻‍💻 Key Product Designer
Team
Team
Team
As a key product designer embedded in the Engage360 team, I collaborated with:

  • 2 Product Owners

  • 12 Software Developers

  • Cross-functional banking teams

Industry
Industry
Industry

Corporate Banking, Finance

Domain
Domain
Domain

CRM, Saas, Productivity

Objectives | KPIs

Information Hierarchy
System Unification
User Confidence

Increase banker confidence during client interactions

“We need the system to help bankers enroll more clients in the Primacy Programs, so we can increase conversions for that”

Team Product Owner

Led Primacy Client KPI Objectives

“We need the system to help bankers enroll more clients in the Primacy Programs, so we can increase conversions for that”

Team Product Owner

Led Primacy Client KPI Objectives

“We need the system to help bankers enroll more clients in the Primacy Programs, so we can increase conversions for that”

Team Product Owner

Led Primacy Client KPI Objectives

”Banker's still need an easy route to access CE Desktop, because we can't rebuild that legacy system at this moment within our budget”

Shel L.

Product Owner for Engage360

”Banker's still need an easy route to access CE Desktop, because we can't rebuild that legacy system at this moment within our budget”

Shel L.

Product Owner for Engage360

”Banker's still need an easy route to access CE Desktop, because we can't rebuild that legacy system at this moment within our budget”

Shel L.

Product Owner for Engage360

Research & Insights

Methodologies

For the redesign of Engage360 I planned and facilitated a workshop comprised of 12 seasoned bankers from branches across the continental US to gather information for what tasks where most frequently done, and determine what tasks and data points would lead interactions to consist of more clients being offered pertinent promotions and programs, and result in driving stakeholder defined KPIs and business goals.

We gained deep understanding by organizing group activities and conversational activities. These workshops facilitated group participation, where users brought ideas to surface that usually were not accessed in interviews alone, and then built upon those ideas together. I organized and facilitated this workshops and following interviews both remotely and in-person.

Once our first prototype was built I held followup interviews with key bankers and refined further enhancements, through one-on-one user interviews.

Take-aways

✧ We learned what were the most frequently performed and crucial tasks that bankers performed on a daily basis and what data points they needed, and in what order to match these flows

✧ We found there was a need for a consistent place bankers could check while servicing clients that filtered and presented relevant offers to the client

✧ We discovered a need for scannable elements that could help bankers make decisions more quickly, and help them get a snapshot of the clients account and program status

Initial Discoveries
Information Overload
& Task Dissonance
Context Switching
Unclear client hierarchy
Low confidence during client meetings

Critical client data was buried, forcing bankers to search while interacting live with customers so we recorded

Research takeaway: Bankers needed an interface that surfaces the right data at the right moment, tailored to their immediate context
Research takeaway: Bankers needed an interface that surfaces the right data at the right moment, tailored to their immediate context
Research takeaway: Bankers needed an interface that surfaces the right data at the right moment, tailored to their immediate context

Design Strategy & Process

Our design goal was to restructure and reprioritize information so bankers could:

  1. Quickly assess client priorities at a glance.

  2. Identify actionable next steps without navigating away.

  3. Access client summaries faster, reducing clicks and time spent searching.

We approached the redesign through three principles:

  • Hierarchy over volume: Show less, but show it better.

  • Contextual visibility: Group related data within logical clusters.

  • Visual cues for priority: Use color, iconography, and typography to guide attention.

Engage360 is a proprietary client management platform (CRM) used by a leading American corporate bank with over 9,000 daily users across 959 branches nationwide.
It enables bankers and employees to manage client relationships, leads, and financial services — serving as the digital backbone of the bank’s client engagement strategy.

As a Product Designer on the Engage360 team, I led UX initiatives to improve information prioritization, usability, and workflow efficiency within the platform’s core dashboard experience. The CRM’s scale and complexity were comparable to Salesforce, with internal features similar to Monday.com.

Prototypes & Iteration

I designed user-flows and high-fidelity prototypes within Figma, which were then presented to our team so we could reach group consensus on how to build the functionality.

Engage360 is a proprietary client management platform (CRM) used by a leading American corporate bank with over 9,000 daily users across 959 branches nationwide.
It enables bankers and employees to manage client relationships, leads, and financial services — serving as the digital backbone of the bank’s client engagement strategy.

As a Product Designer on the Engage360 team, I led UX initiatives to improve information prioritization, usability, and workflow efficiency within the platform’s core dashboard experience. The CRM’s scale and complexity were comparable to Salesforce, with internal features similar to Monday.com.

Results & Impact

✓ +35.5% improvement in usability scores

✓ 8 minutes saved per task, on average

✓ 31% increase in successful form and opportunity submissions

✓ Consolidated multiple legacy systems into a single interface


Deliverables:

Account Summary Interface

Primacy Indicators

Client Opportunities Interface

Lending Pipeline Dashboard

Multiple Tabs Feature

Deliverables:

Account Summary Interface

Primacy Indicators

Client Opportunities Interface

Lending Pipeline Dashboard

Multiple Tabs Feature

Key Design Enhancements

✓ Account Summary Interface

We restructured the Account Summary section — the most frequently used portion of the dashboard — to highlight only the most essential account details and KPIs upfront.
Using user feedback, we identified which data points bankers relied on most during client interactions, and minimized or nested secondary details.

𖥔 Impact: Bankers could locate core client data 40% faster, enabling smoother in-branch conversations.

✓ Primacy Indicators

To help bankers instantly understand a client’s relationship tier, I designed a color-coded badge system showing the client’s account type, status, and tier level at a glance.
This small but impactful UI pattern significantly increased confidence during client calls and meetings.


𖥔 User feedback: “I know exactly who I’m speaking to and the status of their accounts before the conversation even begins.”

✓ Client Opportunities Interface


The previous layout mixed marketing offers, leads, and alerts without prioritization.
I organized and facilitated a co-creation workshop with bankers and stakeholders to align on the most business-critical and user-relevant data. The redesigned interface now displays top opportunities by relevance and recency, giving bankers a clear, action-oriented view.


𖥔 Outcome: Improved clarity of opportunities and streamlined decision-making.

✓ Lending Pipeline Dashboard


We unified scattered credit and loan data from several outdated systems into a single Lending Pipeline Interface. Through interviews, we mapped out bankers’ information retrieval paths, then structured the dashboard to surface the most critical decision data first.


𖥔 Result: Reduced average task completion time by 8 minutes per transaction.

✓ Multiple Tabs Feature


To support multitasking, I designed a multi-tab interface that allowed bankers to switch between client profiles without losing context. Each tab displayed condensed, privacy-compliant snapshots of client information, including financial summaries and priority indicators.


𖥔 Result: Increased task completion efficiency and reduced cognitive load for users managing multiple clients simultaneously.

“Because of the new enhancements to profiles I feel more like an expert when servicing clients than ever."

Mike P.

Banker, with 10 years experience

“Because of the new enhancements to profiles I feel more like an expert when servicing clients than ever."

Mike P.

Banker, with 10 years experience

“From the moment when they step in the door and walk up to the counter I am able to scan the profile and understand the clients' entire history before the conversation even begins."

Team Product Owner

Led Primacy Client KPI Objectives

“From the moment when they step in the door and walk up to the counter I am able to scan the profile and understand the clients' entire history before the conversation even begins."

Team Product Owner

Led Primacy Client KPI Objectives

“Because of the new enhancements to profiles I feel more like an expert when servicing clients than ever."

Mike P.

Banker, with 10 years experience

“From the moment when they step in the door and walk up to the counter I am able to scan the profile and understand the clients' entire history before the conversation even begins."

Team Product Owner

Led Primacy Client KPI Objectives

“From the moment when they step in the door and walk up to the counter I am able to scan the profile and understand the clients' entire history before the conversation even begins."

Team Product Owner

Led Primacy Client KPI Objectives

Marta Hrecznyj
Case Studies
Visual Design
About
Marta Hrecznyj
Case Studies
Visual Design
About
Marta Hrecznyj
Case Studies
Visual Design
About