Marta Hrecznyj

Case Studies

Visual Design

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CASE STUDY · KEYBANK · 2024

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Redesigning a enterprise CRM used by 9,000 bankers daily - improving usability by 35%, saving 8 minutes per transaction, and consolidating legacy systems into a single intuitive interface.

Redesigning a enterprise CRM used by 9,000 bankers daily - improving usability by 35%, saving 8 minutes per transaction, and consolidating legacy systems into a single intuitive interface.
Screens rebuilt for portfolio purposes. Original work protected under NDA.
The Engagement
My Role
Lead Product Designer
Industry
Corporate Banking
Team
2 Product Owners, 12 Software Developers
Domain
CRM, SaaS, Internal Tools
Impact at a Glance
+35.5%
Improvement in usability scores
8 min
Saved per banker, per transaction
+31%
Increase in form and opportunity submissions
9,000
Daily users across 959 branches nationwide
The Problem
Bankers were navigating a fragmented interface that buried critical client data and gave them no clear sense of what to prioritize.
Engage360 is a proprietary CRM used by a leading American bank across 959 branches. At the time of the engagement, bankers required constant tab-switching between legacy systems during live client interactions. The result: slower conversations, missed opportunities, and bankers who felt less confident doing their jobs.
Legacy system in branch
Legacy CRM — branch visit, 2023. Client data redacted.
Legacy system dual monitor
Multiple legacy systems running simultaneously.
My Approach
I planned and facilitated a workshop with 12 seasoned bankers from branches across the US — chosen because group sessions surface insights that one-on-one interviews rarely do. Bankers built on each other's pain points in real time.
Workshop Photo
Bankers needed to see the right data in the right order — not everything at once
There was no consistent place to check relevant client offers during a conversation
Legacy systems required context-switching that broke the flow of client interactions
Research takeaway: Bankers needed an interface that surfaces the right data at the right moment — not more data, better data.
Design Strategy
Three principles guided every decision. I designed user flows and high-fidelity prototypes in Figma, presented them for team consensus, and iterated based on stakeholder and user feedback before handoff.
01
Hierarchy over volume
Show less, but show it better.
02
Contextual visibility
Group related data in logical clusters.
03
Visual priority cues
Use color, iconography, and type weight to guide attention.
Wireframe Iterations
What I Built
Account Summary Interface
Account Summary Interface
Restructured the most-used section of the dashboard to surface only essential account details and KPIs upfront. Secondary data was minimized or nested.
→
Bankers located core client data 40% faster
Primacy Indicators
Primacy Indicators
Designed a color-coded badge system showing a client's account type, status, and tier at a glance — so bankers knew who they were talking to before the conversation began.
→
"I know exactly who I'm speaking to and the status of their accounts before the conversation even begins."
Client Opportunities Interface
Client Opportunities Interface
Co-designed with bankers and stakeholders through a facilitated workshop. Reorganized mixed offers, leads, and alerts into a prioritized, action-oriented view.
→
Improved clarity of opportunities and faster decision-making
Lending Pipeline Dashboard
Lending Pipeline Dashboard
Unified scattered credit and loan data from multiple legacy systems into a single interface, structured around how bankers actually retrieve information.
→
8 minutes saved per transaction, on average
Multi-Tab Feature
Multi-Tab Feature
Designed a multi-tab interface so bankers could switch between client profiles without losing context — each tab showing a condensed, privacy-compliant snapshot.
→
Reduced cognitive load for bankers managing multiple clients simultaneously
What They Said
"
From the moment they step in the door and walk up to the counter, I'm able to scan the profile and understand the client's entire history before the conversation even begins.
— Product Owner, Primacy Client KPI Lead
"
Because of the new enhancements to profiles I feel more like an expert when servicing clients than ever.
— Mike P., Banker, 10 years experience

30+

30+

Awards.

Awards.

32+

32+

Investments.

Investments.

10K

10K

Users.

Users.