Unified Client Application

I designed a new, digital application that allowed small business clients to apply for multiple banking products in one guided session, rather than navigate separate applications for each product. The result was a shared application experience that reduced repetitive steps, boosted digital sales, and preserved the risk controls required across products.

The Team

VP, UXD (Me)

Digital Leadership

Product Owners

AML/KYC Risk

Sales

Engineering

The Timeline

13 months

Limited pilot release

01 – The Problem

Applying for one product at a time

Small businesses often need several financial products, from checking accounts and credit cards to payment processing. At the bank, each product had its own application. Clients interested in multiple products had to navigate separate processes, even when those applications asked for much of the same information.

The bank needed a more connected digital sales experience, but its products had different requirements and were built around separate processes.

Digital-First Banking

Fintechs like Toast and Square made getting started feel fast and straightforward, raising expectations for how quickly businesses could access financial services.

Disconnected Journeys

Each product had its own application, questions, and requirements. There was no shared process for clients applying for several products.

Sales Review

Applications depended on sales review even when some clients and products could potentially proceed digitally, adding friction to the process.