Elwira Arkanów-Zduńczyk
UBS HSBC
Available
JPMorgan Chase
CRM Platform LLM Mobile Platform Creative Technology Tooling Salt Design System
Earlier work
UBS HSBC Contact
JPMorgan Chase
VP, Digital UX Architect
2021–2025

Firmwide CRM
Platform

CEO-priority enterprise platform connecting 42 business lines across 8 divisions. One client relationship. One source of truth. Zero silos.

280k
Employees
42
Business lines
8
Divisions
$2.1B
Impact Y1
jpmc-rim.internal · Relationship Intelligence
EW
My Coverage
Live · 2m ago
BlackRock — 3 uncoordinated proposals this week
BlackRock
AWMCIBCCBMkt
Vanguard
AWMCIB
Fidelity
CCBMkt
01 · The Problem

Eight divisions.
Zero shared truth.

Investment Banking, Wealth Management, Markets, and Commercial Banking each ran independent CRM systems with separate coverage lists for the same institutional clients.

BlackRock · Jan 14 CFO call — IPO mandate signal? • T. Walsh mentioned Q2 timeline • prefers direct relationship w/ MD • check CIB re: existing coverage AWM already covering BR? → no visibility !!! check • next steps: proposal by Fri • send deck to Markets • cc compliance on any mandate talk Sarah's notes — the only record that exists
What breaks
📓
Knowledge walks out the door
MD retires → 20 years of context gone. 6–12 months to rebuild.
📬
Three proposals. One client. One week.
AWM, CIB, Markets each pitch BlackRock independently. No coordination.
🕳️
Mandates invisible to leadership
IPO pipeline lives in personal memory. Execs can't see or act on it.
⚖️
No audit trail — material risk
Zero auditable record firmwide. Cannot produce evidence on demand.
Scenario — where it breaks down
BlackRock CFO calls MD Sarah Richards about a potential IPO mandate. Follow the interaction from first call to cross-LOB breakdown.
1
Incoming call
BlackRock CFO
IPO signal
2
CRM entry
Sarah logs in
CIB only
3
AWM outreach
Wealth Mgmt contacts
same lead
4
Markets follows
Sends separate
proposal
5
Cross-LOB collision
CIB also contacts
same contact
6
Client confusion
3 proposals
one week
7
No audit trail
Mandate lost.
Compliance risk.
!
Steps 3–7 — cascading failure. Three divisions independently contact the same BlackRock lead in one week. No visibility across LOBs. No coordination. No audit trail. Client receives conflicting proposals — mandate goes to a competitor.
02 · Discovery

42 interviews.
5 unanimous findings.

Embedded in a senior cross-functional team including PhD-level researchers. Conducted stakeholder interviews across all Lines of Business with Managing Directors, synthesising findings into large-scale interactive research maps with progressive disclosure.

Stakeholder interview map — firmwide discovery
JPMorgan Chase & Co
Firmwide CRM · Discovery
Key findings — unanimous across all LOBs
⚡
Speed beats perfection
2-second delay = notebook wins
🔒
Trust or abandon
One stale record kills adoption
🧠
Context is the product
Before every call: complete cross-LOB relationship view. Anything less is useless.
💡
Testing insight
MDs trust what they can edit in under 30 seconds. Pre-filled data from email/calendar rated significantly higher. The resistance to data entry is rational — not laziness.
Finding frequency — 42 interviews
Data fragmentation
38/42
Tool distrust
35/42
Workarounds
33/42
Cross-LOB gaps
29/42
Compliance fear
24/42
Wireframe concepts tested with MDs
CONCEPT A · CLIENT CARD AUM LOB YRS ✓ 6/8 MDs preferred CONCEPT C · PIPELINE Prospect → Active → Pitch → Won ✓ "Need this now" — all MDs → usability test · 8 MDs · Jan–Feb 2023 cross-LOB visibility — required in both concepts simplify JPMC CRM v0.3 · JAN 2023
03 · Design

JPMC Relationship
Intelligence Platform

Five unanimous findings. Five design principles. One interface that speaks every division's data language — without forcing migration from legacy systems.

Trust first
Low friction
Cross-LOB default
Compliance built-in
Auto-populated records
jpmc-rim.internal · Relationship Intelligence & Management
SR
Coverage
My Client
All accounts
Contacts
Pipeline
IPO mandates
Deals
Alerts3
Insights
Activity feed
Audit log
⌕Search clients, contacts, deals…⌘K
SR
BlackRock — duplicate outreach detected across AWM, CIB, Markets this week
BlackRock
4 active LOBs · $8.2T AUM · IPO signal ↗
2h ago
AWMCIBCCBMarkets
AWM
J. Harris MD
CIB
M. Lawson MD
CCB
S. Richards MD
Mkt
No lead ⚠
3 proposals sent to same contact this week — coordination required
Activity — BlackRock
Q4 review call completed — J. Harris (AWM) with T. Walsh (BlackRock CFO). Notes attached.
2h ago
Proposal sent by Markets — D. Park. No coordination with AWM or CIB logged.
1d ago
CIB outreach — M. Lawson. IPO mandate mentioned. Cross-LOB conflict not flagged.
2d ago
AWM coverage update — AUM revised to $8.2T. Contact added: T. Walsh (new CFO).
5d ago