CRM prototype for a NA based Insurance and Benefits Provider

Overview:

The CRM prototype for desktop was crafted to enhance the efficiency of customer service agents in handling calls and streamlining workflows.

The Problem:

Agents at MetLife needed a unified CRM tool to handle incoming customer calls, verify identities, view customer portfolios, access internal knowledge centers, and document call outcomes—all without switching between multiple systems.

Fragmented tools with multiple logins
Delayed customer verification during calls
No centralized access to policy, history, or support content

Project Goals

Unify the agent workflow to reduce call handling time
Provide instant access to portfolio and verification tools
Embed knowledge resources without switching tabs
Create a customer dashboard that is clear, mobile-friendly, and empowering

My UX Process

1. Research & Discovery

Reviewed MetLife’s current CRM structure
Mapped agent and customer journeys
Identified key pain points through stakeholder interviews

2. Define & Prioritize

Aligned with business on KPIs: call duration, NPS, onboarding ease
Created detailed task flows for agent call lifecycle
Prioritized features using a MoSCoW matrix

3. Wireframes & Prototyping

Built low-fidelity wireframes for both agents and end-users
Mapped interactions and layouts for quick access (e.g., ID verification, call notes)
Used component-based design for scalable handoff

4. Testing & Iteration

Conducted usability reviews with product leads and service managers
Adjusted layouts and micro-interactions based on feedback
Improved note-taking UX and search in the Knowledge Center

I designed a streamlined, responsive CRM interface that empowered agents to:

Verify customer identity securely within 30 seconds
Access key portfolio information during live calls
Log call feedback and access knowledge center resources instantly
Reduce post-call documentation time with smart note templates

Also designed a customer-facing dashboard for end-users to:

View their insurance portfolio and payment history
Track claims and receive support via chat or call
Get timely alerts and personalized recommendations

Key Features:

Call Verification Module: Quick customer identity verification via streamlined input fields.
Customer Overview: An intuitive dashboard displaying customer details, product portfolios, and recent activity.
Knowledge Center Access: Easy retrieval of contextually relevant resources during calls.
Post-Call Notes and Feedback: Simplified forms for agents to add insights post-call, aiding in future interactions.

My Contribution:

Conducted heuristic analysis of the existing agent workflows
Created wireframes and interactive prototypes for both desktop and mobile
Ran quick usability testing with stakeholders to validate interaction patterns
Iterated based on feedback from MetLife's business team and developers

Results

30% reduction in average call handling time by simplifying agent workflows
Increased data visibility through intuitive UI layouts for portfolio and identity info
Faster onboarding of new agents due to minimized interface complexity
Improved customer experience via an easily navigable self-service dashboard

Key Screens