Project Description
Scope
My role was to redesign the RM experience end-to-end, and embed intelligence to shift the product from passive tool to active guide.
For this case study, I’ll be focusing on some of the four key features that made them move from excel sheets to the app.
Living in the 90s
When I joined, RMs had a mobile app - but they weren't really using it. Instead, they were tracking leads in personal Google Sheets. Logging conversations in their head. Switching between WhatsApp, email, and a separate dialer with no shared context. Calculating their own incentives in Excel because the existing system was opaque. The mobile CRM was a place they updated after the work was done - not a tool that helped them do the work.
The pain points
Before designing anything, I sat with RMs and watched them work. The same three questions came up every single morning:
"Where am I on my target - and what will I earn?"
Nobody knew until month-end. Incentive math lived in Excel. RMs didn't trust the numbers until they got the paycheck.
"Which lead should I call first today?"
Based on gut feeling. No scoring, no prioritization, no system telling them where to focus.
"What did I discuss with this lead last week?"
RMs have to scroll through WhatsApp. Moreover, there was no context when multiple RMs were talking to the same lead.
The approach
The product had to answer all three questions - fast, on mobile, without making the RM dig. Since the RMs would also use the app on the go and in the field, it set two ground rules for every screen: thumb-first (primary actions at the bottom, within reach) and aggressive prioritization (every screen answers one question; secondary metrics, breakdowns, and historical charts got cut).
That gave me four pillars, each of which became a chapter of the redesign.
01
Visibility
Dashboard
"How am I doing today?"
02
Motivation
Incentives
"How much will I earn?"
03
Structure
Lead Pipeline
"Who do I call first?"
04
Context
Communication
"What happened with this lead?"
Each pillar started as a structural fix. Then I asked a second question for each: what would this look like if the system didn't just show data, but thought alongside the RM? That second question became the AI layer running through the whole product.
Design Solution
The full picture - Dashboard
Daily Brief
Up to three AI-picked actions pinned to the top, refreshed as new signals arrive.
Role-based views
RMs, Team Leads, and RM Heads see the same data, with their own priorities on top.
Pipleline context
Every card shows where the lead is in the pipeline, so RM has to never second guess
Know What You Earn - Incentive Module
Goal gauge
Your monthly goal as one gauge: red until 60% of the goal, amber once you're eligible, green when you hit the goal.
Visible rules
Co-tagged bookings count as 0.5 and every booking shows Pending or Confirmed status.
Closest to booking
The lead nearest to closing is pinned under your bookings, with its stage, so RMs know who to chase for their next booking.
Track Every Lead - Lead Pipeline
AI lead score
Hot, Warm, or Cold from engagement signals. Tap to see why; new leads show Pending.
Actionable filters
Opens to Today, Overdue, and Hot across five clearly defined pipeline stages.
One-tap actions
Call, WhatsApp, or navigate from every card. Voice notes transcribe in the background.
One Place for All Conversations - Communication Panel
Unified timeline
WhatsApp, email, calls, and notes from every RM in one chronological feed.
AI summary
A three-line recap pinned on top, refreshed with every new message.
Scoped replies
Read every RM’s thread on the lead; write only to your own enquiry.
The Outcome
The bigger shift: RMs stopped operating a tool. They started being guided by a system.
Before
Eight disconnected tools, zero shared visibility
~30 minutes of daily admin per RM
Trust in incentive numbers near zero
Lead context buried in WhatsApp scroll history
After
One app, real-time visibility across all three roles
AI-assisted prioritization at every entry point — brief, score, summary, post-call assist
Incentive math visible and trusted
RMs walk into every call with full context
Next Steps
Given more time, the app could be further enhanced matching more of RM's pain points and use cases
No type hands on
Voice-first interactions for RMs in cars and on sites, where typing isn't an option.
Weekly coaching report
AI generated report - the feedback currently locked inside TL heads, made available to every RM.
