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Streamlining Insurance support agent workflow: A case study of a CRM web app integrating three applications


Customer support agents at Open Insurance simultaneously utilize three disparate applications to interact with and address customer inquiries. They use Zendesk for communications and ticketing, Central as an internal application for workflow management, and Admin as another internal application for customer details, payments, and cancellations. Due to the need to shuffle between these tools during customer interactions, query resolution is slowed down, agent frustrations increase, and the overall experience becomes negative.

Proposed solution

Build a CRM tool that seamlessly integrates the functionalities of the three applications, creating an enhanced, streamlined, and agent-friendly environment. This solution aims to deliver improved efficiency, effectiveness, and customer satisfaction by providing a better, more efficient, and agent-friendly experience.

Central 2.0

My Role

Role: UX design, Visual design, User research, Design System, Interactive prototype
Tools: Figma, Photoshop, and UserZoom testing platform

Hearing the buzzword

During my discussion with the team and familiarizing myself with the application, I noticed a recurring pattern of buzzwords related to pain points, expectations, and solutions.


In order to bring clarity to the team amidst the chaos, I recognised the need for a structured approach.

My approach

The approach

It was time for me to put my UX hat on and start on the Design Thinking journey.

Design Thinking

In order to construct an optimal solution, I was aware that I needed to take into account the three main pillars: business goals, user needs, and technical limitations. It is in the intersection of these three elements where the sweet spot known as User Experience resides.


Empathise was all about listening and asking the right questions to gain a comprehensive understanding of Central, Admin and Zendesk and how agents use them in their day-to-day lives. It was also time to refer to the research done earlier and explore the applications on my own to get a first-hand experience. I documented all my findings on a Miro board.

Remote user research


During the Define stage, it was crucial to analyze, filter, group, and organize information derived from the data. The affinity mapping exercise helped identify patterns of feedback and categorise them accordingly.

Data insights
Affinity map

Given that the user base was internal, I did not allocate extensive time to defining detailed personas. Instead, I focused on identifying the various roles that agents fulfill, as well as establishing easy communication channels, such as Slack, to quickly gather information and insights through direct interaction.

Agent personas

The analysis helped me define the problem definition clearly:

Problem definition

How might we design a user-friendly platform empowering agents to efficiently manage the entire insurance workflow, get a unified customer view and collaborate with other agents resulting in fewer errors, faster resolutions, and happier agents delivering delightful customer experience?


The next step involved engaging in brainstorming and ideation to explore potential design solutions, as well as constructing the information architecture and navigation upon which the design would be built.

New information architecture

Based on the findings, it was evident that agents frequently had to navigate between different customer profiles and focus on specific tasks such as resolving quote queries, managing policies, or processing claims that were specific to each individual customer.



In the current workflow, the insurance support agents start their day from Zendesk by addressing tickets on a first-come-first-serve basis or based on urgency. Agents then open Central and Admin as separate browser tabs, access the relevant policy and make the requested update. Agents also add a note of the update in Central as a log, and also as a reference for other agents who might do a follow-up later. To close the ticket, the agent sends an email to the customer informing them of the update.

Agent workflow

Following this workflow, I proposed to build a dashboard first, similar to Zendesk that gives a high-level summary of agents’ schedule for the day or week. This would help agents make an informed decision to manage their workload accordingly. This remains the same for both insurance support and claim agents. 

Dashboard requirements

To maximise efficiency, it would be highly effective for agents to have an integrated interface that allows them to view detailed ticket information and access customer details simultaneously. I called this the Integrated View that eliminates the need for separate interfaces or systems.

Integrated view requirements

Furthermore, agents often switch between multiple customer profiles and access the insurance objects. To accommodate this, I proposed a 2-tier navigation system:

  • Level 1: Switch between customer profiles, opened as tabs
  • Level 2: Open multiple insurance objects for one customer as tabs
Policy details

User testing + Feasibility check

I conducted 2 rounds of scenario based remote user testing with 5 agents and one round of technical feasibility checks with the development team. The insights generated were further used to update the mock-ups.

User testing
Scenario user testing

Final design

As per feedback from stakeholders, users and technical team, the mock-ups had undergone multiple iterations. Policy detail page was prioritised by the Operations and the development team.

Policy details


The development in Angular is in progress and launched to a small team of insurance support beta testers. A Slack channel is created to capture real-time feedback/bugs and track resolutions. Here are the agent’s feedback:

Positives Negatives
Overall experience is very streamlined now
Bit busy than before but understand that this view is an integration of 3 applications
Significant time reduction in updating customer policy
All the required information is in one page
No need to jump between different applications
Much faster, efficient and user-friendly

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