Empowering Insurance Sales & Advisory Teams

We partnered with a leading U.S. financial services organization (client name confidential) to design a web-based platform for internal business units, focused on surfacing key performance data, policy insights, and sales activity. The application centralized books of business, policy-level detail, and sales reporting—enabling advisors and sales managers to make smarter, faster decisions. I led product design for the platform, crafting a scalable, insight-rich experience grounded in real user workflows.

Advisors and internal sales teams in large financial organizations rely on a complex mix of data—policies, performance, leads, and regulatory metrics—often spread across disconnected tools. This initiative set out to streamline those tools into one modern web application. The result was a clean, dashboard-driven platform that served multiple business units while tailoring the experience to individual roles. I led the design strategy, UX architecture, and design system creation, ensuring the final product was both deeply functional and easy to navigate.

Key Insights & Drivers

  • Advisors Need Context at a Glance:
    Interviews and shadowing revealed that advisors often juggled multiple clients, policies, and territories. We designed high-level overviews with drill-down paths that made it easy to move from macro business trends to individual policy or client records.

  • Sales Managers Need Trends:
    Dashboards were built to surface actionable insights: year-over-year performance, conversion funnels, territory gaps, and advisor-level comparisons—making reporting strategic, not just reactive.

  • Books of Business as a Central Pillar:
    Each advisor’s book of business became a dynamic view that included client details, policy history, current status, and opportunities—fully searchable and filterable, integrated with their performance goals.

  • Custom Roles, Consistent Framework:
    While the tool served multiple internal roles, we created a unified design framework that allowed UI reuse while preserving role-specific views and permissions—keeping the product efficient to build and intuitive to use.

  • Real-Time + Historical Data Views:
    We introduced a hybrid time-viewing model so users could toggle between live dashboards and historical snapshots, supporting strategic planning and in-the-moment decisions with equal clarity.

Decisions & Impact

  • Unified Data, Unified Experience:
    Previously, different departments had their own reports, platforms, and terminology. We worked with SMEs to unify the language, logic, and layout—reducing confusion and aligning the org on shared metrics.

  • Componentized Design System:
    A scalable design system was built for the platform and future tools—including chart modules, data tables, profile summaries, and notification components. This sped up design and engineering velocity across teams.

  • Advisor Efficiency Boosted:
    User testing showed measurable gains in advisor efficiency: fewer clicks to key actions, better visibility into upcoming renewals, and simplified navigation of large policy portfolios.

  • Executive Trust Through Design Clarity:
    The visual design elevated internal confidence in the tool. Clean, high-contrast data visualization and thoughtful use of hierarchy ensured that executives and managers trusted what they saw—and were more inclined to act on it.