Scattered information
Customer and lead data lived across different tools and personal records.
01 / OVERVIEW
Lead ManagementSystem.
An internal platform for managing insurance leads, follow-ups, contract creation, renewals, and sales performance.
Interface built within PASHA LIFE's existing design system.
02 / SCOPE
One system,Five sales journeys.
The LMS brought five distinct journeys into one connected ecosystem. Each followed a different operational process, while sharing the same foundation of lead profiles, statuses, follow-ups, notifications, and activity history.
01
New Individual Sales
From first contact to a confirmed policy. Acquiring new customers through lead management, follow-ups, and a Face2Face contract flow simplified from seven steps to three.
02
Compulsory Life Insurance Renewals
Turning a shared spreadsheet into a connected renewal system. Managing high-volume company renewals through a structured status model and live updates from the external government platform.
03
Individual Life Insurance Renewals
Renewing existing customers without starting again. Reusing customer and contract data, coordinating confirmation steps, and supporting multiple contracts within one renewal journey.
04
Corporate Life Insurance (KHS)
Defining a sales process where none existed. Transforming an undefined corporate workflow into six clear stages, from initial contact and meeting preparation to proposals and contracts.
05
Analytical Module
Giving managers oversight without micromanagement. Connecting targets, callback responsiveness, and team performance through interactive dashboards designed for progressive exploration.
03 / THE PROBLEM
Sales work was spread across systems that did not speak to each other.
Lead information lived across Excel files, Power BI dashboards, the old LMS, personal notes, and paper forms. Sales representatives repeatedly entered the same customer information, missed follow-ups, and could not see a reliable history of previous interactions.
EXCELPOWER BIOLD LMSPERSONAL NOTESPAPER FORMS
Repeated manual work
Sales representatives copied the same information between systems or entered it again later.
Missing context
Previous conversations, contract statuses, and follow-up actions were difficult to trace.
04 / UNDERSTANDING THE SYSTEM
I needed to see the work, not just hear about it.
Sales representatives kept explaining the old LMS instead of describing their natural process. I needed to understand its fields, actions, and workarounds before redesigning it.
20+
sessions with sales representatives
EVIDENCE SOURCES
STAKEHOLDER INTERVIEWSDEPARTMENT-WIDE SURVEYOLD LMS AUDITLIVE SALES MEETINGS
Including in-person visits, watching representatives close deals in front of me.
05 / STRUCTURAL PIVOT
Separate user flows were no longer enough.
As the five journeys expanded, separate flows began to feel fragmented and I was no longer sure I had the complete picture — that uncertainty is why I pivoted to Object-Oriented UX.
OBJECT MAP / 11 OBJECTSOOUX
LeadClientCallMeetingNumberContractApplicationDateReminderCompanyID
06 / WHAT CHANGED
What changed in the product.
01 / LEAD HISTORYLIVE CONTEXT
CALLFollow-up completed
MEETINGCustomer consultation
APPLICATIONContract started
One customer history.
A sales representative could open a lead and see previous calls, meetings, reminders, applications, and contracts before contacting the customer again.
02 / DIFFERENT JOBSSHARED DATA
NEW INDIVIDUAL SALES
ANALYTICAL MODULE
The same data served different jobs
New Individual Sales used a compact lead list with priorities and follow-up actions. The Analytical Module summarized the same lead, contract, and activity data for managers.
07 / RESULT
The LMS became one connected product rather than a collection of separate workflows.
Sales representatives gained a consistent place to manage leads, interactions, contracts, and renewals. Managers gained clearer visibility into sales activity and outcomes. The same underlying structure could support five sales journeys without making their interfaces identical.
Across 2.5 years, this meant more than 100 sessions, interviews, and focus groups spread across all five journeys.
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