From Excel to Platform
Sales reps were using an Excel macro-based tool to conduct Needs Analysis assessments. The tool was error-prone, slow, and created a poor experience for prospects. Conversion rates were below 6%, and most reps avoided using it altogether.
Stakeholders Aligned
Sales Reps (Chile, Mexico), Platform Team, UX Design, Engineering, Regional Sales Leaders
Core Objective
Increase policy conversions and enable global scale through digitized sales enablement tools
What I Learned from Users
Data showed conversion rates below 6%. User interviews confirmed why: the Excel tool was slow, error-prone, and reps avoided using it.
Interviews across 3 countries uncovered a key pattern: all MetLife policies mapped to 4 life goals: Health, Savings, Retirement, and Education. This shaped the product vision.
What I Prioritized
Improve Sales Rep Experience
Replace the error-prone Excel workflow with a guided, intuitive digital experience that sales reps would actually want to use.
Increase Conversions
Create a visually appealing report that helps prospects understand which policies match their life goals, driving higher quote conversions.
Build for Scale
Design as a platform feature that could be leveraged across MetLife regions globally, not just a one-off solution for Chile.
The Work
User Research & Vision
Led user interviews and journey mapping with Chile sales reps. Conducted competitive analysis and cross-market research across 3 countries. Wrote PRDs based on the "4 Life Goals" framework that defined the product vision.
Prototype & Iterate
Collaborated with UX on wireframes and interactive prototypes. Ran usability testing with sales reps to validate designs. Worked with Platform architect to assess technical feasibility and define acceptance criteria for development.
Beta Test & Scale
Managed beta testing with sales reps across Chile regions, tracking adoption metrics and gathering feedback. Led stakeholder demos and go-to-market coordination. Designed the feature as a reusable platform component to enable faster regional rollouts.
Results Delivered
Key Learnings
Think Platform, Not Feature
Designing for reusability from day one cut Mexico's implementation time in half.
Research Broadly
Interviewing across 3 countries revealed the "4 Life Goals" framework I would have missed.
Beta Users Become Advocates
Involving sales reps early created champions who drove adoption when we launched broadly.