WB Edge
Industry
FinTech / Enterprise Banking
Role
Lead Product Designer
Timeline
Jan 2025 - Dec 2025
Ideation & Conceptual
WB Edge was created to simplify complex relationship management workflows and give Wholesale Banking teams a faster, more intuitive way to prepare for client interactions, monitor portfolios, and act on opportunities.
The goal was to replace fragmented tools and manual preparation with a centralized digital platform that improves clarity, speed, and decision-making across the Relationship Manager journey.
Production & Execution
I led design for WB Edge, creating an accessible and scalable product experience for more than 500 Relationship Managers across Emirates NBD’s Wholesale Banking ecosystem.
The platform brought together portfolio visibility, client intelligence, and meeting preparation into one cohesive workflow. My focus was on reducing cognitive load, improving information hierarchy, and making critical insights easier to access and act on in real time.
$0+
$0+
Faster Deal Structuring
10%
10%
Adoption Rate
Final Outcome
WB Edge reduced meeting preparation time by 60%, giving Relationship Managers faster access to the information they needed to engage clients with greater confidence and precision
By creating a centralized and scalable platform for 500+ users, the solution contributed to stronger client retention, improved portfolio visibility, and better-informed relationship management at scale.