BARCLAYS – “Designing Barclays’ Internal Dashboard to Track Client Engagement and Drive Sales Performance”
In a 12-week engagement, we partnered with Barclays to create a bespoke internal dashboard that streamlines client interaction tracking across Markets, Research, and Banking teams. Built on top of Salesforce’s design system, the tool offers personalized insights, proactive prompts, and deep visibility into sales and engagement data—tailored to each business unit’s workflows.
Role
Lead Product Designer
Platform
Internal Web App (Salesforce-based)
Timeline
12 weeks (2023)
Team
Barclays Stakeholders, Salesforce Developers, PMs, frog strategists
Before (Challenge) → After (Solution)
Teams lacked a unified view of client interactions across units. → Built a centralized dashboard tailored to Markets, Research, and Banking teams.
Missed opportunities due to stagnant contacts and poor visibility. → Delivered dynamic watchlists, talk tracks, and reminders to maintain engagement.
Complex workflows varied widely across business units. → Conducted in-depth research to craft workflows aligned with specific team needs.
How We Got There
Conducted deep research across ~15 team members from Barclays Markets, Research, and Banking—multiple rounds to understand daily workflows, nuances, and needs.
Led iterative design sessions to tailor the platform for each unit, ensuring features matched real pain points and reflected how users actually work.
Collaborated with Salesforce developers to ensure the solution was technically feasible and aligned with Barclays’ internal design systems.
Created high-fidelity prototypes in Figma, validated with users to ensure relevance and usability.
Built a component-based system using Salesforce design tokens, enabling long-term scalability and internal maintenance.
Innovative Features
Sales Credit Snapshot
Quick-glance module showing reps their year-to-date sales performance.
Interaction Follow-Ups
Dynamic task list auto-generated based on inactivity, surfacing who to call or meet next.
Watchlist & Alerts
Visual heatmap-style alerts for clients with declining interaction frequency.
Talk Track Calendar
AI-powered preview of upcoming meetings, recent client activity, and relevant news headlines.
Broker Vote Anticipation
Module flagging upcoming votes with collaboration tools to strategize optimal service.
Text Bot - Interaction Logging Assistant
Prompts users with a step-by-step, easy way to ensure interactions are logged consistently and completely using AI.
Impact
This 12-week engagement delivered a modular internal dashboard now used across Barclays teams. The platform consolidated fragmented workflows, introduced proactive engagement tools, and reflected the specific needs of each business unit. Designed within Salesforce constraints, it also laid a scalable foundation for internal teams to iterate post-launch.
Design POV
“Internal tools should empower—not overwhelm—teams. By grounding our designs in real workflows and Salesforce-native patterns, we built a system that feels seamless, helpful, and deeply embedded in the way Barclays teams already work.”
Key Reflection
“This project reinforced the value of investing in early research across multiple departments. It allowed us to build with precision, confidence, and real user empathy.”