PNC Bank: Salesforce Experience Transformation

Client: PNC Bank
Services: UX Strategy, Digital Transformation, Design
Platform: Salesforce Service Cloud, Sales Cloud
Role: UX Strategist, Project Lead, Designer
Duration: 18 Weeks
Location: Hybrid / Remote

The Challenge

PNC Bank needed to modernize its customer support and self-service platforms within Salesforce. The existing system was fragmented, unintuitive, and slow—leading to long call resolution times and low user adoption. Critical processes like new account setup, debit card redesign, and overdraft protection were cumbersome and inconsistent across channels.

The Vision

The goal was to create a seamless, intuitive experience for both customers and support agents—one that reduced friction, improved efficiency, and aligned with PNC’s brand values. By leveraging Salesforce’s Lightning Design System and deep user insights, we aimed to transform the platform into a scalable, user-friendly solution.

The Solution

We led a full-scale UX and design overhaul of PNC’s Salesforce Service Cloud and Self-Service Applications.

Key initiatives included:

• Information Architecture: Reorganized content to support intuitive user journeys and reduce cognitive load

• Wireframing & Prototyping: Created and tested interactive prototypes to refine user flows and interface elements

• User Interface Design: Developed a visually engaging, nature-inspired UI with intuitive icons and clean layouts

• Accessibility & Inclusivity: Implemented WCAG 2.2 AAA standards including screen reader compatibility, scalable text, and optimized color contrast

• Style Guide Creation: Built a comprehensive design system for consistency and maintainability

• Lightning Design System (LDS): Leveraged LDS components to ensure performance, accessibility, and visual cohesion across applications

• User Journey Mapping: Visualized user interactions to identify pain points, optimize workflows, and align Salesforce configuration with real user needs

Impact & Results

• Reduced call resolution times for key processes

• Increased adoption of self-service tools and agent workflows

• Improved user satisfaction and engagement across platforms

• Streamlined development and reduced design inconsistencies

• Delivered a scalable, accessible solution for diverse user groups

My Role

As UX Strategist, Project Lead, and Designer, I drove the transformation from insight to execution:

• Facilitated onsite workshops to gather deep user insights

• Directed UX strategy and design across desktop and iPad applications

• Led wireframing, prototyping, and interface design using Figma and LDS

• Created a unified style guide and accessibility framework

• Collaborated with cross-functional teams to ensure seamless implementation