Sales representatives, managers, and leadership were each working off a different fragment — a notebook, an Excel sheet, a WhatsApp thread. There was no shared system, and no way to trace a lead’s actual history.
Every night, that gap traveled by relay instead — sales representative to city WhatsApp group, to regional head, to one message thread addressed to head office, manually, before a single number reached the CEO.
As lead designer, I was responsible for understanding why, and redesigning the system from the ground up — covering the live-call experience, incentive visibility, and lead lifecycle tracking.
One system. Three teams who couldn’t afford to be wrong.
Stakeholders
Whether the business itself was on track — leads, conversions, revenue, at a glance.
Sales team
Getting the numbers that mattered with far less manual effort, so performing well didn’t also mean doing extra paperwork.
Marketing
Whether a crore a month in spend was reaching people who’d actually convert.
Three teams needed different answers from the exact same data, and the business paid for it either way.
One lead. One number. One history.
Every call used to start over — same number, different sales representative, no memory of what came before.
We fixed that at the root: leads were matched to their real number every time, and their full history moved with them, no matter how many calls it took to close.
That one change did two things. Management could finally split incentives based on who actually did the work. And managers got a complete trail — every call, every message — to coach, audit, and set targets on evidence, not guesswork.
Just a script? Just a call? No — somebody’s career.
Every sales representative followed the same pitch — same program, same eligibility explanation, same next-best option if someone didn’t qualify.
But ₹90k was never just a fee. It was a career decision — quitting a job, taking a loan, betting that this would work out. The sales representative’s job wasn’t to sell. It was to guide that decision honestly.
And across multiple calls, that guidance ran on one thing: memory. Hundreds of calls a day, per sales representative, with nothing but recall holding the thread together.
What sales representatives said: it’s fine.
What they felt: friction, every single day.
What they did: worked around it quietly, in Excel.
The desk wasn’t required either.
Sales representatives weren’t always sitting at a laptop — moving between calls, sometimes between cities. The same lead record, the same follow-ups, right there on a phone.
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Built with this team over 18 months. The design decisions were mine; nothing shipped without them.