AMS/LMS
01Quick Lead Creation
Short, fast registration
02Mobile-First Experience
Built for field agents
03All-in-One Agent Dashboard
Leads, tasks, attendance
Short, fast registration
Built for field agents
Leads, tasks, attendance
AMS/LMS helps insurance Financial Advisors manage leads and daily activities.
I redesigned lead management, task tracking and attendance to make key actions faster and easier.
Registering one lead took about 10 minutes. At events, agents meet 10 to 15 prospects, so repeating a long form meant lost time and missed leads.
Agents also needed simple ways to find leads, track tasks and mark attendance.
to register one lead
prospects met at one event
of form filling for 10 leads
10 leads x 10 minutes = 100 minutes of form filling
I reviewed the existing screens and spoke with stakeholders. Here is what stood out on the old dashboard.
About 10 minutes per lead, which adds up fast.
10 to 15 prospects at one event multiply every extra step.
The dashboard and daily actions needed clearer order and easier access.
The primary user is a field-based advisor who meets prospects and runs daily operations through AMS/LMS.
Field-based agent, always on the move
A provisional persona based on the known workflow and stakeholder context, not a validated research profile.
How much does an agent need to enter at the very start? My answer: three fields, then verification.
A long form at the very first meeting.
Everything else comes later, when it is relevant.
Based on the interface review and stakeholder discussions, I grouped the product around what agents do.
The existing process took approximately 10 minutes per lead.
Tap a step to see the real screen.
Limit the first interaction to essential details.
Use OTP to verify access to the entered mobile number.
Confirm when the lead has been successfully created.
Design clear error and retry states for invalid or expired OTPs, according to the system's verification rules.
Low-fidelity wireframes for the core screens, focused on hierarchy and flow before any visual styling.
The registration journey was simplified to three fields followed by OTP verification. This reduces the amount of information requested upfront and creates a more focused interaction for agents capturing leads in the field.
UX value: less initial data entry, clearer progression and a more focused registration experience.
The interface prioritizes readability, clear actions and easy navigation for field-based users.
UX value: supports quick interactions and access to essential workflows in a mobile environment.
The dashboard brings together the key areas of the agent experience: leads, tasks, attendance and daily activities.
UX value: provides a clearer starting point for navigating the platform and accessing frequent actions.
The final screens split lead creation into a short stepper.
The form reveals more only when it is relevant.
Everything about a lead, organized into three tabs.
Lead creation was the primary focus, but the redesign also considered how agents interact with other essential workflows.
Organize pending activities and task details so agents can understand what needs attention and access the next available action.
Make attendance status and relevant actions easier to locate and understand.
Establish clearer destinations and a more consistent hierarchy for daily agent activities.
The daily workflow screens.
Remove unnecessary complexity from frequent workflows.
Request essential information first and introduce subsequent steps when needed.
Use understandable labels, a clear action hierarchy and useful feedback.
Create a predictable experience across lead management, task tracking, attendance and dashboard navigation.
The existing workflow provided a baseline of approximately 10 minutes per lead. The redesigned journey should be evaluated through usability testing and product data before claiming a specific improvement.
Compare the time required to create and verify a lead before and after the redesign.
Measure how many agents successfully complete each workflow.
Track invalid entries, OTP errors and incomplete registrations.
Evaluate how easily agents find leads, tasks and attendance actions.
Check whether the simplified registration process maintains reliable records.
This project highlighted the importance of designing around the user's real working context. A registration process that seems manageable when completing a single form can become cumbersome when an agent needs to repeat it for multiple prospects during an event.
By focusing on essential information, simplifying the lead creation journey and organizing daily workflows more clearly, the redesign established a more focused approach to the agent experience.
The laws of UX that shaped the decisions in this redesign.
More choices take longer to decide.
In AMS/LMS: Only three essential fields first, with details revealed when relevant.
People prefer patterns they already know.
In AMS/LMS: Familiar steppers, tabs, cards and a bottom navigation bar.
Big, close targets are faster to hit.
In AMS/LMS: A large central Create button and full-width Submit buttons within thumb reach.
People hold only a few items in mind at once.
In AMS/LMS: A long registration chunked into three steps: Meeting, Customer Info, Product Plan.
Motivation rises as the goal gets closer.
In AMS/LMS: The stepper shows completed and remaining steps, so agents want to finish.
Nearby items feel related.
In AMS/LMS: The meeting date sits right under the scheduled toggle; related details stay together.
Items in a shared area feel grouped.
In AMS/LMS: Cards and tabs group tasks, calendar entries and lead history.
The item that differs is remembered.
In AMS/LMS: The Create button, status tags and primary actions stand out from their surroundings.