Redesigning the agent experience in an insurance CRM — unified workflows and commission tracking
Overview
Nationale Nederlanden is an insurance provider. They’ve got a pretty complex set of internal tools, and my job was to make the agent’s workflow in their CRM platform, called K2, a bit easier.
The problem was that agents were managing clients on one platform and making sales on three others (depending on the insurance type that was being sold). So, every sale meant having to do a bunch of things like switching between tools, rewriting data that didn’t sync and manually reporting outcomes, and so on.
I joined after the research had already been done. I came in at synthesis, which basically means mapping findings onto the actual workflow across both platforms, then designing a model that connected client context to sales action.
The work covered three main areas: lead management, client database and daily prioritisation. We created some high-fidelity prototypes for user testing and engineering handoff.
The main thing we did was improve the dashboard. We did that by adding a simple icon button in the side menu, which let insurance agents start selling straight from their CRM platform. There were also a few other changes, like adding a box to estimate commissions, a button to start online meetings from the platform and a new way of organising actions based on their priority.
Key design decisions
Entry points for starting a sale
Added sales entry points in the nav bar and inside client and lead detail pages. Agents can start a quote or policy from wherever they already are, without losing context.
A dashboard that surfaces action
The old dashboard didn’t show urgent actions. The redesign added tagged action items, like contact requests and payment issues, directly on the dashboard.
One place for lead and client details
Lead information was split across platforms, sometimes with mismatched data. A unified lead and client detail page pulls together insurance needs, sales status, and next steps in one place.
Commission summary on the dashboard
Agents never really knew how much they were going to earn by the end of the month, so they had to calculate it themselves. We’ve added a commission summary to the dashboard. It estimates a bonus from reported policy premiums, updates automatically from sales system data, and gives agents a running view of where they stand against their targets.