Decreasing banker help center calls on small business applications by 18%
Case study · Figma MCP · Enterprise · Shipped
The Application Hub is where Business Bankers check client application statuses, usually at high friction moments. The existing IA and design fell short on scannability and didn't connect what bankers saw to what action to take next.
As I conducted user interviews, I uncovered peripheral user archetypes I hadn't accounted for, like Product owners and IT support who use the hub too. To make sure their needs were addressed, I built out archetypes, then used a prioritization matrix to weigh their needs, designing a page that best supported the core use case without negatively impacting the peripheral ones.
Current hub gaps force bankers into long banker help line wait times, risking funded accounts
The current hub doesn't give bankers full visibility into an application's status, so when they're on the phone with a client, they often have to call into the banker help center, where wait times run over 40 minutes. That gap adds friction for the client and puts funded accounts at risk.
Mapping out user archetypes & scoping with the development team
As I started conducting user interviews, I quickly realized the hub served far more use cases than expected, not just bankers, but product owners and IT support who rely on it for their own use cases. The design challenge became interviewing across all these archetypes to map their needs, while making sure banker needs stayed the top priority and their experience wasn't compromised.
Iterating from wireframes to design based on user feedback
I reorganized the hierarchy to make this a scannable experience for bankers, putting all statuses in a clear vertical line of sight with the most important action decisions at the top of the page. I also added an activity column so bankers, IT, and product all have visibility into the application, giving everyone the full picture.
Richer activity logs and status details reduce call center dependency
To address bankers' core need, I designed an activity log that shows exactly what page a client left off on, giving bankers a fuller picture to make decisions and cutting down on banker help center calls.
I also built out a more robust status section so bankers can scan it and immediately know what action to take next.
Keeping the banker ID for product owners' workflow
During interviews, one banker questioned why the Banker ID was still on the page, saying she didn't need it. But product owners flagged it as essential to their own workflow. Rather than remove it for bankers at the expense of POs, we kept the Banker ID in place, prioritizing peripheral needs where removing something added no real benefit to the core user.
Prepping my file for Figma MCP
I worked closely with the development team to pilot a Figma MCP to Git to VS Code workflow, speeding up production. I built a design markdown file from scratch, including component guidelines, and structured an optimal layout for the design file so MCP could read it efficiently.
Banker help center calls down 18%
Since launch, call center calls from bankers have dropped 18%, as bankers can now check application status and next steps in the hub instead of waiting 40+ minutes on CAFE.
Usability testing confirmed bankers found the next action faster, and I'm continuing to track page analytics and call data to measure ongoing impact.