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03
CommunityAmerica
Member Insights Playbook
CommunityAmerica · 2024–25
- Problem
- A member sits down with someone at a branch, and that person is trying to help them mostly blind. No real picture of their goals, their credit, where they stand. The clearest cost of that was loans. Too many got declined because there was no way to check someone’s credit softly, before submitting. People were told no in a way that dinged their credit, for a loan that wasn’t going to come through. The fix was simple to say and hard to build. Put the information where the conversation happens, so the person across the desk can help a member get somewhere instead of just processing them.
- Constraints
- Salesforce as the surface, with everything that comes with it. A launch date that didn’t move. Coordination across more of the company than I’d worked with before: technology, data, marketing, operations, compliance, all pointed at one screen. And a prototype from two years earlier that everyone already pictured a certain way, which made some decisions as much about alignment as about design.
- Process
- I designed the insight cards and the order they tell their story in. Goals, credit, money insights, lending. I ran the evaluation for the credit-score piece and built the credit and lending features end to end. Then I held the line to a staged launch. A soft open in late 2024, the full release in early 2025, fast-follows through the middle of the year.
- Outcome
- It launched on time, which at that scale was most of the battle. For the first time, a banker could run a soft credit check right there in the conversation, and stop telling people no in a way that cost them. The work kept shipping after launch, feature by feature.
- Lessons
- This was the top of a five-year climb. The data foundation first, then a rough prototype, then a pilot, then this. Shipping it, on time, with that many hands on it, was the moment the arc became real instead of promised. Big systems don’t get built in one move. They get built in order.