THE REAL PROBLEM
← Lead Management System / Module 01
01 / NEW INDIVIDUAL SALES
New Individual Sales.
The module brought lead management, follow-ups and contract creation into one connected journey inside the Lead Management System (LMS), reducing the in-meeting contract process from seven steps to three.
IN-MEETING CONTRACT CREATION7 STEPS3 STEPS
02 / THE EXISTING JOURNEY
The journey was fragmented long before the contract began.
The LMS covered the full sales journey, but lacked the context, reminders and visibility needed to move leads forward. Contract creation was also too slow for live sales.
Lead enters
Lead information was incomplete or scattered.
Understand the lead
There was no centralized interaction history.
Contact and follow up
Follow-ups depended on personal notes and memory.
Prioritize and progress
Leads could not be filtered reliably by stage.
Create the policy
Customer information was entered twice across seven steps.
The problem was not one broken feature. The complete sales journey lacked continuity.
03 / OPERATIONAL MEMORY
Give every lead a history the whole team could trust.
The old LMS stored contact details, but not the context needed to continue or manage a lead.
DESIGN DECISION
I brought each lead’s history, status and next action into one shared profile, so the team could continue the work.
Personal notes and memory
One shared lead record
Scattered conversations
Chronological interaction history
Basic filtering
Stage-based prioritization
Invisible progress
Manager visibility
04 / IN-MEETING CONTRACTS
The contract flow did not fit the room.
Representatives often presented to groups of around 20 employees. The seven-step flow required switching between a calculator and application, making it too slow to complete while customers were present.
FIELD OBSERVATION
Paper during the meeting. LMS later at the office.
ROOT CAUSE
The same customer information was entered twice.
DESIGN DECISION
I brought the calculator into the application so customer data carried forward instead of being re-entered.
OLD FLOW
CalculatorRe-enter customer informationApplication
7 STEPSNEW FLOW
Integrated calculatorEnter information onceContract
3 STEPS
Contracts completed after the meeting were contracts at risk. A customer who agreed in the room could change their mind before the representative returned to the office.
PROCESS
73 stepsCOMPLETION TIME
11m 20s5m 40sCOMPLETED IN THE MEETING
1–25–6 contractsSame lead volume. Contracts now completed in the room rather than back at the office.
Measured in product analytics across 20 sales representatives over the first quarter after release.
05 / NOTIFICATION REDESIGN
A reminder only works while people still notice it.
Notifications were introduced to prevent missed follow-ups. We designed them around timing, fifteen minutes before, at the scheduled time, one hour after, and optimized each interval for the representative who owned the lead. We optimized each piece without modelling the total, which was calculable on paper and which we did not calculate.
INITIAL RELEASE
- 15 MINUTES BEFORE
- AT THE SCHEDULED TIME
- 1 HOUR AFTER
WHAT HAPPENED IN PRODUCTION
1 USER1 DAY
Representatives began ignoring them entirely.
Representatives stopped reading them within a week. The instrumentation gave us the real number, and the fix followed from it.
DESIGN DECISION
I rebuilt notifications around ownership rather than timing, so a representative only received alerts for the leads they were responsible for.
THE REDESIGN
Optional callbacks
Ownership-based alerts
Read/unread + typed counts
NOTIFICATION VOLUME
ONE USER’S PEAK DAY
PER USER PER DAY
Counted in production instrumentation with the engineering team.
06 / CONNECTED OUTCOME
One connected sales journey.
Lead context, follow-ups and contract creation no longer worked as separate tasks. Representatives could move a lead from first contact to confirmed policy in one system.
STILL IN PRODUCTION
Three yearsLaunched September 2023. Unchanged in structure since.
ADOPTED ACROSS MODULES
Standard structureLead listings, statuses and interaction history carried into renewals and corporate insurance.
CONTINUITY
One shared recordLead history, status and ownership stayed together.
FOLLOW-UPS
10–30 per dayRelevant notifications instead of 1,000+.
Representatives had no way to see where a contract stood. Chasing legal approval or a stalled lead meant phone calls. After release, it meant opening a laptop.