B2B2C
Digital Storefront
0 → 1
Designing a digital sales system for 5,000+ insurance agents
Solo designer on a 0→1 project, I built a connected system that let agents own their leads, track their pipeline, and close sales online without phone calls.
Role
Product Designer. End-to-end ownership
timeline
4 months
Team
Tech Lead + 5 devs
impact
5000+ Agents managing their own pipeline for the first time
context
Quálitas’ sales agents sold insurance over the phone and promoted themselves on social media.
This made the sales process long and uncertain for customers since there was no way to verify the agents’ legitimacy.
The initial brief was simple, create a digital space where agents could promote themselves and drive online sales. The main goal: a faster, trackable sales process.
However, this approach didn’t account for how each agent needed to sell individually, or how they managed leads.
Discovery
Agents had no visibility into their pipeline and relied on manual follow-ups and phone calls.
A profile alone wouldn’t solve the problem, the team needed a system to sell online and track leads per agent.
Mapping the process revealed a key insight: every sale started with sharing, word-of-mouth, and referrals. I translated this behavior into a product principle: sharing had to be the entry point of the experience to ensure adoption
Discovery and pain points of sales process
Embedding the quote tool into the shareable profile to give agents ownership of their leads
KEY INSIGHT
This allowed each agent to capture and manage their own leads, instead of relying on a centralized system.
My role
As the sole product designer on a 0→1 project, I defined scope, prioritized features, and made product decisions alongside the Tech Lead.
I validated design decisions with real sales agents throughout the process, their feedback shaped key decisions and helped catch issues before development.
Constraints
The walls I had to work around
Adapting the sale towards clients (B2C)
I adapted a process done by trained agents into a client-facing flow that could be completed independently, without changing any steps.
Design decisions
I designed a connected sales system
The agent shares their digital card to prospects. The client quotes and purchases insurance from the embedded quote tool, and the lead is captured in the lead tracking dashboard, giving the agent full visibility into the sales pipeline.
The outcome
A connected sales system that supported how agents already sold, while giving them visibility and control over their own pipeline for the first time.
The product was designed to scale to 5,000+ agents nationwide and targeted a 50% reduction in sales cycles by moving the entire process online. While not formally measured during my time on the project, the system enabled these outcomes for the first time.
The initial digital profile became a tool for agents to manage and convert their own leads.
Learnings
Act fast without having all the answers
Four months to design a complex system required fast decisions with incomplete info, so I had to trust myself and communicate closely with the team.
Think in systems before thinking in features
Understanding the full sales journey first is what made it possible for me to decide what to build and what to leave out.
Final reflection
If I could continue the project I would love to explore dashboard customization and improved micro-interactions to make the experience more engaging. Also, stay close post-launch: Does the dashboard actually change how agents follow up? Where do clients drop off in the new purchase flow? and iterate to improve the product.