Customer Experience Portal

Transformation of a Legacy B2B Customer Experience Portal

This project was part of a complete transformation effort of moving Omeda's suite of B2B products, including customer service records, sales and marketing tools, and reporting, from legacy mainframe software to a modern, efficient SaaS solution. I was the sole product designer for this transformation.

The Challenge in a High-Stakes Environment

The core challenge was to redesign the entire Customer Experience (CX) application within four weeks. The aggressive timeline was established in an effort to mitigate the risk posed by failing, irreplaceable mainframe hardware.

User Adoption: Overcoming the Customer Service team's negative sentiment towards designers, who were the primary users and highly reliant on the legacy system's speed and efficiency.

Technical Constraints: Designing a new SaaS solution that mimicked the efficiency of the legacy "dumb terminal" keyboard controlled UI.

Business Opportunity: The new CX portal directly led to winning Omeda's largest client in their 40-year history.

My Role & Strategic Execution

As the sole User Experience Designer, I took a leadership role in strategy, user advocacy, and cross-functional planning:

Earned Trust & UX Leadership: I earned the customer service team's trust by actively listening to their needs and rapidly delivering the first set of concepts that met those needs.
High-Velocity Roadmap: In collaboration with engineering and product stakeholders I developed a pragmatic roadmap to redesign the entire CX application within four-weeks.
Efficiency-First Design: The design strategy focused on an improved UX that replicated legacy keyboard control. Improvements included:

All data on one screen for rapid access by keyboard control.
Integrating efficient features like automatic memos based on session activity.
Maximizing upsell opportunities by adding the ability to complete product purchases during a customer call.

Outcomes & Business Impact

The successful redesign and launch of the new CX application delivered an immediate, high-impact return on investment:

Largest Client Acquisition: My design work directly led to Omeda acquiring their largest client in over 40 years.
Platform Launch: The new CX portal launched successfully within 9 months. The rest of the applications (email marketing, reporting, etc.) followed over the next 18 months.
Operational Gains: My work contributed to an overall $↑ 50% increase$ in customer service application throughput.