2023-2025 | AMDOCS | TELUS

Casa Role-Based Dashboard

Transforming a CRM Migration into an Intelligent, Role-Based Experience TELUS · 2024–2025 · UX Designer

From Migration to Intelligent, Role-Based Experience at TELUS
Overview

TELUS was migrating CASA, its internal CRM, from a legacy platform to a new system. The initial brief was simple: replicate the old experience with minor UI updates. But what looked like a migration project revealed something deeper — a fragmented, role-blind system that forced managers to adapt to the tool, instead of the tool adapting to them.

The Problem

The legacy system wasn't unified. Managers across different roles, authority levels, and teams operated across disconnected tools with no contextual awareness. The result: information overload, redundant workflows, and high cognitive load — all set to be carried forward into a brand-new platform.

"Migrating the old system wouldn't fix it. It would preserve it."

My Role

I was the UX Designer responsible for the Manager experience, but my contribution expanded into shaping overall product direction.

I led: user research & persona creation, journey mapping, dashboard concept & prototyping, focus group validation, and design QA during development.

Research & Reframe
Rather than accepting "migrate the old system" as the brief, I reframed the core question:

"How might we design a single system that adapts to different users — instead of forcing users to adapt to the system?"

Through user research with managers across tenures, teams, and regions, a clear pattern emerged: the problem wasn't the UI. Managers had too many tools, information lacked context, and critical actions were buried under noise.

The insight: Managers don't need more features. They need the right information, at the right time.

The Solution — Role-Based Dashboard System

I proposed a customized, authority-aware dashboard system built on a backend authorization model developed in collaboration with engineering.

Each user would have a defined authority level, granting visibility into only the workflows relevant to their role. Unauthorized sections were hidden entirely — not disabled, hidden.

This created one unified system with multiple personalized experiences.

Priority Feature — Pending Approval Flow

Working with the Product Owner and usage data, one workflow stood out as the highest-frequency, most business-critical action: Pending Approvals.

Agents handling customer requests have authorization thresholds. When a request exceeds their limit, it escalates to a manager — creating a high-volume, time-sensitive queue.

I designed the Pending Approval Dashboard with:

  • A prioritized list of requests with clear status indicators

  • Key data points surfaced upfront (amount, type, agent details)

  • Approval/rejection actions

  • Bulk approval capability for high-volume scenarios

Prototypes in Figma simulated the full loop: agent action → manager approval → system update, giving developers and stakeholders a clear, end-to-end picture of the workflow.

Validation & Iteration

I ran focus groups with tenured and newly onboarded managers across different teams and regions. Feedback directly shaped the final design — refining information hierarchy, surfacing key actions, and streamlining interaction flows.

This ensured the solution wasn't just functional for one context — it was scalable across the organization.

The system was subsequently extended to additional workflows — Agent Threshold Management, Payment Inquiry, Transaction Inquiry, and EA Partner flows — each following the same personalization principle.

What I Learned
" Sometimes the goal isn't to improve an interface. It's to redesign how the system behaves for different people."

Moving from migration to transformation, I helped turn a fragmented, role-blind experience into a scalable, intelligent product system — and in doing so, expanded what the project could be.

Skills: Product Thinking · UX Strategy · Role-Based System Design · User Research · Cross-Functional Collaboration · Agile Delivery & QA

Dashboards