About Banff Banff is a tech-enabled client services company, managing and advising both top-tier executives as well as investors and other enterprise clients. I joined in September 2023 to lead design for our web platform that directly serves our internal team and enterprise clients and directly impacts executive clients. Background I started interviewing our Executive clients as part of research for another project and instead found a gap in the experience that was detracting from their client satisfaction. Executives needed more communication and more transparency into what Banff is doing for them. The first step to solve this problem was to solve the issue of infrastructure and workflow for our internal team. Client operations needed improved strategic account planning for executives to improve reporting, communication and an enhanced overall client experience. This design initiative focuses on creating a scalable, user-centric system that supports day-to-day client tracking and planning. Previously, Banff Advisor lacked a centralized and structured way to manage client goals, related activities, and overarching account plans. Teams relied on spreadsheets, Notion documents, and inconsistent methods, leading to lost insights, missed opportunities, and inefficient workflows. There was previously no space in our web app for tracking a client's progress towards their goals, which limited the company’s ability to deliver proactive, high-quality client service What data do we have to confirm that we indeed have an issue on our hand aside from interviews? Turns out that our clietns were also communicating their frustration through emails, so I use that metric as a confirmation that there is an issue that we ened to address. Problem-value metric: # of frustrated emails How do we know that we're doing a good job? What information can we track to ensure we're on the right path? I chose the below metrics to confirm that we have active activities for active goals for executive account plans and that having this information centralized saves time for client management processes. Success metric: 1. % of active account plans for clients 2. Time it takes internal team to prepare for client meetings After gathering recurring themes from the interviews, I began plotting their experience with us on an emotional journey map. This helped me to capture how they were feeling in their engagement with us alongside our communications and activities. With this format I was able to identify key moments in the journey and potential opportunities for increased customer satisfaction. Key takeaways - Moments of confusion or frustration seemed to align with billing cycles for some clients - Some clients had many activities but no information shared about the activities in reporting - Clients experienced inconsistency of service