- BFSI
- Insurance
- Field sales
- Research-led
- Jul 2017 — Feb 2018
ABSLI Lead Lifecycle Management
ABSLI's lead management system was a research-based, business-goals-oriented mobile application to increase adoption and engagement — so the sales team could maintain customer data in the field and sunset fragmented web, app, and paper workflows.
~92%
Product adoption · following quarter
20+
Interviews across 3 personas
2
Stakeholder workshops
8 mo
Delivery · team of 2 designers
The problem
Bits-and-pieces tools, twice-failed digitization
ABSLI worked across web portals, mobile apps, and physical forms to track sales lead progress. The expectation was a comprehensive legacy solution the field team could use on the go. Earlier digital transformation plans for the same tool had failed twice — low adoption and engagement traced back to insufficient user research.
Research
Workshops and interviews before build
SnapWork and ABSLI ran joint discovery: a stakeholder workshop to assess the existing digital asset spectrum, plus design thinking with business, technology, and operations leaders to gather objectives, success metrics, and competitive edge. A user insights workshop and 20+ interviews across major roles and user types kept the Business Solutions Group in the loop so business could hear user expectations directly.
- The original BRD could not cover all business objectives given existing infrastructure.
- Joint decision to split the solution into three major parts instead of one monolith.
- Prior rollouts failed on adoption because research had not grounded the experience.
Solution
Three products, one presales stack
User analysis, journey mapping, and IA revisions fed multiple user flows — agent-facing presales mobile, tablet-based field solutions, and customer-facing PDF designs.
01
Insurance Premium Calculator
Standalone presales utility so agents could quote and explain premiums without leaving the field workflow.
02
Lead Management System
Mobile-first LMS for maintaining customer and lead data — replacing scattered portals and forms with one presales app.
03
Customer Financial Need Analysis
Structured need analysis for end customers, paired with agent-facing tablet flows and customer-facing PDF outputs.
On the ground
Phone, tablet, and customer PDFs
Impact
Adoption that replaced the patchwork
Roughly eight months of design program management and meticulous craft. ~92% product adoption in the following quarter. Earlier products working in bits and pieces sunset gradually as the ABSLI presale app replaced them.
Owned
Client-facing activities, user interviews, stakeholder workshops, UI patterns, and UX leadership — with Chaitali Pawaskar as co-designer on selected journeys, PDF concepts, and multi-viewport adaptations.