Transforming insurance CRM — redesigning the agent experience with clearer workflows and commission tracking
Overview
Context
Nationale Nederlanden is an insurance company. My task was to simplify agents' workflow in K2 — their customer relationship management (CRM) platform.
Problem
Agents managed clients in one platform and made sales across three others, depending on the insurance type. Each time a sale happened, they had to switch platforms, rewrite data that didn't sync, and manually report outcomes.
Process
I mapped research onto the actual end-to-end workflow across both platforms and designed a new way of connecting CRM to sales — focusing on lead management, client database, and daily prioritisation.
Outcomes
The work went through two design iterations and was tested with real insurance agents in usability sessions. The end result was a set of high-quality screen designs and prototypes.
One of the key enhancements was to allow insurance agents to start sales from their CRM platform. I achieved that by adding a simple icon button in the side menu.
Key design decisions
Sales entry points in different context
I added direct sales entry points in side navigation bar which is always accessible, as well as inside client and lead details so agents can start quotes or policies without losing client context. Thanks to that, they have a quick shortcut to start sales within different workflows.
A sales dashboard that drives action
The old dashboard didn't highlight time-sensitive or urgent actions. I redesigned it by adding tagged boxes with different type of urgent actions (like “contact requests” or “problems with payments”) and introducing them in the dashboard as actions to take.
One place for lead details
Leads info was scattered across platforms, making agents jump between K2 and sales records, sometimes with mismatched data. I created a unified Leads details and Clients details pages that combine insurance needs, sales status, and next steps.
New component informing about earning predictions on the dashboard
Added a section to the agency app dashboard with a summary of sales results in numbers. It presents an approximate commission amount based on an algorithm that analyzes premiums from reported policy sales. Data is dynamically updated based on sales system data, allowing agents to easily view a summary of goal achievement and their estimated sales bonus.