Checking & Savings. Together.
UX Strategy, Digital Transformation, Design
The Challenge
PNC Bank, one of the largest diversified financial institutions in the U.S., had grown rapidly through acquisitions—each bringing its own systems, workflows, and user interfaces. The result: a fragmented digital ecosystem that left employees without a unified view of customer relationships, impeding service delivery across branches and call centers.
The challenge was clear: unify the experience, empower employees, and elevate customer engagement across 19 states and multiple business lines.
The Vision
PNC envisioned an enterprise platform that would harmonize its internal systems and deliver a consistent, intuitive experience for employees. The goal was to create a scalable, branded solution that would streamline workflows, reduce friction, and enable employees to deliver great experiences—hence the name EDGE: Employees Delivering Great Experiences.
This wasn’t just a UX overhaul—it was a cultural shift toward customer-centricity, operational efficiency, and design-led transformation
The Solution
I led a comprehensive UX strategy and design initiative, leveraging Salesforce Service Cloud and the Lightning Design System to build a unified, scalable platform:
UX Strategy & Research
Conducted immersive workshops
Audited existing systems
Defined personas, user journeys, and application flows
Reduced a 197-step process to just 7 steps in under 5 minutes—dramatically improving efficienc
Design System & Prototyping
Built a branded design system aligned with PNC’s style guide for visual consistency
Designed intuitive UI components using Figma and Salesforce LDS
Created reusable patterns and screen templates to accelerate development across sprints
Testing & Validation
Embedded user testing throughout the design lifecycle—test, iterate, validate
Used real employee feedback to refine prototypes and eliminate technical deb
Ensured accessibility, teachability, and repeatability across all interface components
The Impact
The EDGE platform became a cornerstone of PNC’s enterprise transformation:
Unified employee experience across departments and geographies
Enabled front-to-back customer journey visibility, improving service delivery
Reduced onboarding time and increased employee confidence through intuitive design
Strengthened customer loyalty by streamlining interactions and centralizing data
Today, PNC employees are empowered to deliver seamless, personalized service—turning every transaction into a relationship-building moment. The EDGE experience is more than a platform; it’s a promise of excellence.
Example User Journey
Design System -Salesforce Lightning Design System with PNC Banks Branding incorporated
Salesforce New Account Opening Desktop Examples
