User persona & UX research for a Fintech/SaaS e-commerce app. I conducted user interviews to define goals, frustrations, and needs, then created a detailed persona to guide UI/UX decisions. Tools: Figma, User Research, Wireframing. Outcome: Helped client clarify target user and improved onboarding flow by 30%

When a rep is on the phone with a customer they need to orient quickly.

Is this a new customer or an existing one? What was the last thing that happened on this account? What are they likely calling about?

Switching between tools to find that information while someone is on the line creates delays and mistakes.

We designed this view around one principle: show the most recent and relevant information first without overwhelming the rep with the full history.

Documents, appointments, and activity are all accessible but the screen leads with what is important at the moment.

The rep can read the relationship in seconds and navigate to whatever the customer is asking about without losing the thread of the conversation.

The personal information on the right gives the rep everything they need to have an informed conversation from the moment they open the screen.