Designing Confidence for Frontliners
Role: Lead UX Strategist
Team: 4 UX Designers
Project duration: 3 months
A legacy Point-of-Sale (POS) system relied on multiple disjointed tools and offline spreadsheets. Bancassurance Sales Executives (BSEs) manually re-entered information and worked from outdated copies to complete transactions, leading to long processing times, inconsistent data, and lost sales opportunities. The fragmented system hindered both customer experience and business scalability.
I led the end-to-end design direction for the NextGen POS, bridging business priorities, technical constraints, and user needs. From mapping fragmented workflows to designing a connected ecosystem, the project modernized how agents sell and positioned the business for automation and data-driven growth.
Outcomes
Our solutions led to these impactful outcomes.
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The elimination of manual data entry and duplication
Reduced sales processing time from 2 hrs to 45 mins
Increased adoption and trust among agents
01.
The Asks
The initiative set an ambitious goal — to redesign the entire POS experience into a unified, digital platform that would serve as the single source of truth for customer data
From the Business
The business, which sought improved efficiency and compliance.
From the IT Team
The IT team, tasked with managing complex legacy system limitations.
From the Users
The users (BSEs), who needed a reliable, easy-to-use tool that supported their sales interactions in the field.
02.
Discovery & Research
The project began with ethnographic research, where the team observed how BSEs conducted customer consultations in branches and meetings.
Ethnography research
Conducted customer consultations in branches and meetings. Many agents still relied on printed materials, and offline Excel sheets to generate quick quotes and manage follow-ups.
Design thinking workshops
To align perspectives, I conducted design thinking workshops were across multiple stakeholders. These sessions validated existing assumptions, uncovered workflow gaps, and surfaced key pain points, such as poor branch connectivity and the absence of real-time visibility into customer data.
Data mapping and process flow mapping
In parallel, I collaborated with process owners and business analysts to map data flows and dependencies, revealing how fragmented the systems were behind the scenes.
03.
Designing The Solution
Insights from research highlighted a core truth: BSEs didn’t just need a new interface. They needed a connected ecosystem that streamlined every step of their sales journey.
Unify customer data across systems
Redesigned process to accessing customer information into a single source of truth for customer and policy data.
Increased sales efficiency and accuracy
By eliminating manual data entry, reducing duplication, and simplifying transactions.
Laid the groundwork for automation and smart recommendation
Set up smarter, data-informed decision-making based on client needs.
Enabled real-time customer visibility
Empowered BSEs to personalize consultations and identify upsell opportunities instantly after a completing sales.
04.
Implementation & Alignment
I acted as a translator between disciplines, helping each group understand the impact of their decisions on the user experience.
Negotiated priorities between UX goals and IT constraints to ensure meaningful progress without sacrificing usability.
Hosted empathy sessions between IT and BSE teams, fostering shared understanding and reducing tension during sprints.
Aligned Design delivery in an agile framework
05.
The Outcome
The NextGen POS successfully replaced a patchwork of offline and legacy tools with a single, unified system.
BSEs could now access accurate, real-time customer information during consultations, allowing them to personalize recommendations and identify upsell opportunities instantly.
Transformed fragmented, offline workflows into a unified digital platform by creating a single source of truth for customer and policy data across markets.
Increased sales efficiency and accuracy by eliminating manual data entry, reducing duplication, and simplifying transactions.
A significant reduction in sales processing time from 2 hours to 45 mins which led to more
sales done in a week
Increased adoption and trust among agents, who now relied on the POS as their daily
workspace
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