Sales Productivity & Engagement
PROJECT BRIEF
Relationship Managers at Piramal Finance were spending too much time on non-core tasks like updating Excel sheets, checking & updating on WhatsApp groups, and navigating multiple dashboards. This scattered workflow reduced their focus, slowed them down, and made it hard to stay motivated. To fix this, we redesigned the Sales Central dashboard to bring all key actions— Daily Updates, Monthly targets, Incentives and performance updates—into one place. The pilot in Hyderabad showed clear results: RMs were more competitive, spent less time coordinating, and showed higher engagement with the app.
MY ROLE
User Research
UX Design
Visual Design
TEAM
McKinsey & Company
Developers
Myself
TIMELINE
3 Months
GOAL
Unify scattered workflows into an intuitive dashboard that enables sales managers to monitor daily and monthly targets, performance insights, and incentives—boosting productivity, improving focus, increasing engagement, and supporting consistent goal achievement.
AI Based Performance Prediction
Target vs Achievement
real-time updates
Smart Nudges
for performance improvement
Daily Updates
Quick and easy to track
Tier-wise Customized Themes
A 'VAGUE' PROBLEM STATEMENT
Operational challenges in RM workflows are reducing productivity on the ground, which directly affects the company’s ability to achieve the monthly targets.
DISCOVERY-BREAKDOWN OF THE PROBLEM
The existing tools and workflows for Sales Managers (SMs) and their teams were manageable in the early stages of the business. However, as the business grew and team size increased, these multiple tools started to feel more like a burden than a support system. To understand how SMs and their managers operate in their day-to-day work life, we conducted shadowing-based UX research.
09:00
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Day Starts
SM Plans the day
Daily Huddle
SM completes the office work if they have any
Lunch
Break
SM goes out for Field Visit
SM Returns to Office
End of the Day
We closely observed SMs and BSMs at work, including how they:
Start their day by checking different systems for updates, Manage follow-ups and coordinate with Credit, Ops, and LVS teams, Plan and execute field visits, Share updates verbally or over WhatsApp
Frequent tool-switching between Sales Central, Piramal Mitra, WhatsApp, Pramaan, and Excel
Struggles with unplanned tasks and documentation
Heavy dependency on memory and manual coordination
USER PAIN-POINTS
By synthesizing user feedback, we gained valuable insights into the challenges encountered during invoice processing.The following outlines the prominent pain points experienced by the three primary personas involved in this process:
Scattered tools: RMs used 4–5 platforms daily, none of which were designed to work together.
Duplication: Same updates were repeated across tools (e.g., Sales Central and WhatsApp).
No real-time target vs achievement visibility: RMs had to remember or manually track pending tasks.
Low visibility: No quick view of daily progress, incentives, or pending applications.
Low app engagement: Sales Central was rarely used to drive the day—it was used mainly for filling loan application.
High time lost: RMs spent up to 1 hour daily just on coordination.
REDEFINED PROBLEM STATEMENT
How might we ensure RMs get timely access to target progress, real -time incentives, and reminders to help them stay motivated and aligned?
SOLUTION OUTLINE
1.
Motivational & Work Zone
Motivational Zone shows Champion’s Club tier, targets vs achievements, and AI nudges to help improve performance. Work Zone simplifies daily actions like submitting applications, creating prospects, and tracking loan status.
2.
Incentive and Critique Zone
The Incentive Zone gives users a clear view of the rewards they’ve earned for their efforts, while smart AI suggestionsguide them toward high-impact tasks that can help boost their earnings. At the same time, the Critic Zone provides insights into their performance on key business metrics, helping them stay focused and improve where it matters most.
KEY TAKEAWAYS
This project was a fast-paced, insight-heavy journey. We moved quickly, traveling across multiple cities, conducting field research, and working closely with real users to uncover their daily challenges. Here are a couple of key learnings I’m walking away with:
Leading with Grounded Empathy
From shadowing users to live interviews across cities, this project reminded me of the power of being close to the field. Observing users in their real work settings helped us connect dots that surveys or calls alone would’ve missed. It pushed us to design with empathy, grounded in the reality of our users’ world.
Driving Clarity in Chaos
Working at speed while leading the project with another designer meant constantly switching between strategy and execution. From defining research goals to rapidly synthesizing findings and aligning with stakeholders, I learned how to create clarity, drive momentum, and keep the team focused on what mattered most.
