IBM iX
TD Contact Center AI Integration (CCaaS)
2022
Program Design Target Operating Model Employee Tooling Design Thinking Workshop Facilitation Qualitative Research Information Architecture UX Strategy Agile Methodologies User Research Journey Mapping Stakeholder Collaboration Leadership Training
About the Project
TD embarked on a large-scale Contact Center as a Service (CCaaS) transformation, aiming to create a user-centered approach that would enhance customer service for over 60 Lines of Business (LoBs). Given the scale of the initiative, I identified the need for a structured methodology that would empower teams with the right frameworks, research tools, and educational materials to drive implementation success across diverse business lines.
Challenge
The TD CCaaS transition required a large-scale implementation across 60+ business lines, each with unique operational needs and workflows. Some lines had dedicated UX SMEs, while others did not, creating inconsistencies in execution. Leadership required a structured approach to track and manage progress across multiple parallel workstreams.
Solution
To ensure a human-centered approach, I introduced an inception phase (Sprint Zero) focused on discovery. This involved:
Discovery Workshops: Engaging stakeholders and SMEs in Mural to identify customization needs.
Framework and Templates: Developing a structured guide for implementation teams.
Training and Enablement: Equipping implementation leads with facilitation skills and UX-friendly processes.
Project Hub: Establishing a centralized taxonomy and filing system for consistent documentation.
Reporting and Integration: Leveraging PowerAutomate, SharePoint, and third-party integrations for structured tracking and seamless communication.
By pivoting from a fully integrated UX presence in each workstream to a guided enablement approach, implementation leads gained the skills and tools to drive a user-centric transformation.
Impact
Enhanced Strategic Execution: Implementation teams successfully navigated a complex transformation.
Increased Adoption of UX Methodologies: Structured training improved cross-functional collaboration.
Standardized Reporting and Documentation: Centralized tools enabled visibility and transparency.
Efficient Contact Center Transition: Reduced operational complexity and enhanced service delivery.
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
Facilitated cross-functional workshops and synthesized survey insights to deliver an inclusive, scalable solution.
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)
