Designing an agent-assisted sales tool that helps call centre agents sell insurance more efficiently while providing a smoother customer experience.
Sanlam
Lead product designer
Agent-assisted sales platform (web)
Help call centre agents sell life and funeral cover more efficiently.
Sanlam Indie operates as a digital-first insurance business, allowing customers to purchase policies online.
However, many customers still prefer assistance when buying insurance. To support this, the team needed to create an agent sales dashboard that allowed call centre agents to complete purchases on behalf of customers.
The challenge was to design a tool that would:
• reduce friction during the sales process
• help agents close more sales
• improve the overall customer experience
To understand the current workflow and challenges, we conducted several research activities.
Desk research
We analysed the existing direct-to-consumer onboarding flow to understand the current sales journey.
Stakeholder interviews
We conducted interviews with internal stakeholders to identify business requirements.
Contextual inquiry
I spent time observing call centre agents and interviewing them while they handled real customer calls to better understand their workflow and pain points.
Research revealed several issues with the existing sales process:
• agents often lost sales due to slow or complex systems
• agents needed to ask customers for information multiple times
• switching between systems created delays and confusion
• it was difficult for agents to explain delays to customers
Agents also emphasized that speed and clarity were essential to maintaining trust during a call.
Using Lean UX principles, we translated insights into a streamlined agent sales journey.
The solution focused on:
• simplifying the quote and onboarding process
• reducing steps in the sales flow
• presenting key information clearly during calls
Having an established component library allowed us to move directly into high-fidelity prototyping, enabling faster testing and iteration.
To validate the solution, I ran a structured usability test process:
Six participants took part in the initial testing sessions.
Feedback from agents was overwhelmingly positive. After a short adjustment period, agents were able to complete tasks more quickly and with fewer errors.
The testing also surfaced valuable insights that informed further iterations and improvements to the sales journey.
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