About the Project
TD Bank embarked on a large-scale Contact Center as a Service (CCaaS) transformation, aiming to enhance customer experience across 60+ Lines of Business (LoBs). Given the scale, it became clear that traditional UX staffing models would not scale — a new approach was needed to maintain strategic UX alignment across diverse, parallel implementation workstreams.
Challenge
Over 60 business lines, each with unique workflows and customer needs.
Limited UX specialist availability relative to the number of parallel tracks.
Inconsistent adoption of UX principles across teams.
Leadership required standardized documentation, reporting, and visibility.
Emerging concerns around Telephobia (phone communication anxiety) needed to be addressed in service design.
Solution
Pivoted the UX strategy from embedded delivery to decentralized enablement, including:
Sprint Zero Discovery Workshops: Facilitated Mural-based workshops engaging stakeholders to uncover platform customization needs.
Telephobia Research Study: Led user research on communication anxiety to inform inclusive design adaptations like chat-first service pathways.
Implementation Playbook: Developed step-by-step facilitation guides, research templates, and human-centered best practices.
Structured Taxonomy and Project Hub: Created a unified, centralized system for documentation and knowledge management.
Automated Tracking: Integrated PowerAutomate and SharePoint tools for real-time progress tracking and leadership reporting.
Training and Enablement: Delivered facilitation training to Agile coaches and implementation leads, standardizing UX adoption across business lines.
Impact
60+ business lines onboarded through human-centered frameworks.
User-centered NLP (Natural Language Processing) system implemented, respecting communication barriers like phone anxiety.
Standardized engagement model increased UX consistency across workstreams.
Centralized documentation hub improved transparency and cross-team alignment.
Reduced operational complexity and supported a seamless CCaaS transition.
TD Contact Center AI Integration (CCaaS)
The scale of TD’s CCaaS transformation required more than just UX research—it needed a system that allowed for decentralized UX execution while maintaining strategic alignment. When I was consulted during the Plan phase, it became clear that the initiative was too large for a single UX SME, as multiple parallel implementation workstreams required simultaneous support.
To bridge this gap, I pivoted from direct UX involvement in every workstream to an enablement strategy, equipping implementation teams with self-sufficient UX tools, research frameworks, and playbooks. This approach ensured that every business line could define its unique customer service needs, map workflows, and drive implementation success while maintaining UX integrity across teams.
At the heart of this approach was a series of Mural-based discovery workshops. Rather than embedding UX specialists into each workstream, I designed structured workshops that allowed teams to self-identify their specific challenges and tailor the CCaaS platform to their needs. To support this effort, I developed:
A comprehensive implementation playbook, detailing best practices, step-by-step facilitation guides, and research-backed methodologies.
A structured taxonomy and project hub, ensuring documentation remained accessible and aligned across all teams.
Automated tracking and reporting mechanisms, leveraging PowerAutomate and SharePoint to provide real-time project visibility to leadership.
This shift in strategy resulted in a scalable, research-driven approach to CCaaS implementation, ensuring high adoption rates, increased efficiency, and a user-centered experience for over 60 business lines.
Sponsor Users
IBM Diversity Panel
Product Design Team
Program Lead
Design Strategists
Agile Coaches
Implementation Leads
My Contributions
I led the development of a human-centered enablement strategy that equipped implementation teams with the tools, frameworks, and processes to self-drive user-centered outcomes while maintaining enterprise UX integrity.
Metrics
📊 60+ business lines onboarded
🤖 User-centered NLP system implementation
🎯 Standardized engagement workshops
📚 SME-aligned facilitation guides
Tools
Mural (Discovery Workshop Facilitation)PowerAutomate & SharePoint (Process Automation & Structured Reporting)Microsoft Teams & Confluence (Collaboration & Documentation)
