Challenges
Enable users to complete relationship-related tasks without duplicating steps across accounts and clients.
Support advanced functionality for managing and analyzing relationships, helping users work more efficiently and effectively.
Streamline the journey for creating accounts and client profiles by reducing unnecessary fields, Clarifying confusing sections, enhancing the overall COB experience
Goal
Provide users with a centralized hub for Associates and Advisors to view and manage all client and account relationships in one place reducing the risk of overlooking relationships as well as improve user satisfaction and reduce errors.
We used a continuous discovery approach to uncover deeper user needs, motivations, and pain points. Through weekly touchpoints, we engaged with over 14 Advisors and Associates throughout the design process, ensuring their feedback guided each stage of development.
We began by mapping the core user flows for relationship management in COB, ensuring alignment with business stakeholders from the start. This helped set clear expectations and provided a strong foundation for design and research.
Complete relationship tasks in one place, no need to repeat steps for accounts and clients.
Fewer fields, clearer steps, and a smoother experience when creating accounts and profiles.
Quick Relationship Edits:
Easily adjust relationships directly at the account level.
Interactive Org Chart: Visualize relationships and quickly connect with key contacts for better management.
To validate our design for managing Non-individual client types, we conducted six 60-minute semi-structured interviews with four with DS Associates and two with PH&N Associates.
Our goals were to assess whether the new design could be used without prior training, identify any areas of confusion, and uncover potential training opportunities. We also aimed to understand how users felt about the updated approach to managing relationships. This user feedback played a critical role in refining our design and improving usability across key workflows.
Users found the system intuitive and appreciated having multiple ways to manage relationships across tabs.
What Worked
Clear and easy to use
Flexible ways to add and view relationships
Quick Wins
Add confirmation messages for completed actions
Clarify relationship types and improve screen hierarchy
Guide users to next steps like generating documentation
Opportunities
Simplify the editing flow
Make contact info easier to find
These insights helped us refine the experience and improve clarity across key tasks.
IMPACT
The new COB platform has redefined how RBC Wealth Management onboards clients—boosting operational efficiency, reinforcing compliance, and strengthening client trust.
Initial adoption reached 73%, and after implementing key enhancements and new journey flows, adoption rose to 93%.
Most importantly, the project helped foster a culture shift within the organization, embedding a more design-led approach to solving business challenges.
COB
You can explore different parts of the COB experience by clicking the links below.
01
Streamlined onboarding and maintenance Journey
02 Private Corporate Journey
03
KYC Efficiencies initiative
04 Investment Policy Statements
05 E-sign journey
Let’s work together