The company was built on the premise that it would transition customers onto the Salesforce platform if need be and support them customizing Salesforce using declarative tools and the Origination app to create workflows, processes and personalized experiences tailored to the needs of their origination teams.

Historically, this approach worked, and customers will always have the ability to do this. However, the lack of built-in features necessary for customers to get up and running has led directly to the issues the business was experiencing.

Sales have suffered due to the absence of expected features and the modern LOS experience. Churn is increasing because customers cannot fully leverage CL and require constant CL Salesforce administrative support to use it properly.
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Since the apps focus had always been on supporting back-office processes, it did not provide functionality specifically designed to support loan origination teams. Credit Analysts, Loan Officers, Loan Assistants and other personnel lack the tools they need to do their jobs efficiently. Consequently, it has become the customer's responsibility to build their own apps and customize layouts to deliver functionality not inherent to our system.

With the shift in priorities to focus more on the end-user experience, there was a collective need to understand more about what banking personal utilizes our platform to perform their jobs and what their needs were.

Through our existing customer resources, I conducted remote interviews of a variety of banking employees to learn more about what they do, their current tools and processes and any pain-points they experience during loan origination.

I had learned that many users were still utilizing dispirit systems to complete loan origination and there was a lack of transparency into bank defined workflows and responsibilities. Statuses were not being updated and tasks not being generated because actions were being taken outside of our product.

The goal was to reduce the amount and time and effort to implement Origination within an organization while providing features to support known processes to allows customers to quickly get up and running and to allow effecient customization and personalization to meet their needs.

Even with a heavily automated loan qualification process, people still need to be involved in loan application processing and funding. Visibility into the actions that need to be taken to successfully process loan applications would be one of the more impactful features we delivered to end-users.

Cloud Lending offered powerful backend infrastructure for defining complex loan rules and workflows. I collaborated with cross-functional product owners—spanning underwriting, document management, and integrations—to build standardized templates that significantly accelerated customer onboarding. However, a critical disconnect existed between this backend logic and the front-end user experience.

While the system could define the work, it lacked a native mechanism to surface that work to the end-user. We relied on customers and admins to manually configure task visibility within Salesforce, resulting in inconsistent experiences and significant friction. My user research revealed the cost of this gap: the inability to see loan status and immediate 'next steps' was the number one complaint among users.