Product Design: New SaaS Feature
Overview
Role: Marketing & Design Manager (Product Design Lead)
Company: Intruity Corporation
Timeline: 2023
Product: OneLink CRM
Intruity Corporation is a technology company specializing in innovative CRM and AMS solutions tailored for the insurance industry, designed to streamline operations and enhance business efficiency for large agencies, FMOs, and call centers.
OneLink is an all-in-one CRM solution that empowers insurance agencies and professionals to efficiently store, manage, and share essential documents. With OneLink, users can streamline workflows, enhance client interactions, and manage all aspects of their business efficiently, all while leveraging a predictive dialer to maximize outreach and engagement efforts.
The Challenge
The Problem
OneLink needed a comprehensive solution to manage and organize its growing repository of digital assets. The existing system was fragmented, leading to inefficiencies and difficulties in asset retrieval and management.
Pain Points:
- Assets scattered across multiple locations and systems
- No centralized library for marketing materials, forms, and documents
- Agents spending excessive time searching for resources
- Inconsistent branding due to outdated materials being used
- No version control or approval workflows
The Opportunity
Create a centralized asset management system that would:
- Reduce time spent searching for documents
- Ensure brand consistency across all materials
- Improve agent productivity and efficiency
- Enable better content governance and version control
The Research
Understanding the Users
I conducted thorough user needs analysis and created personas to guide the design:
Candace: Agency Owner
Needs an intuitive CRM that helps her team stay organized and productive. She's focused on business metrics and wants tools that demonstrate clear ROI.
Michael: Insurance Agent
Needs an efficient tool to quickly find client materials and close deals. He's busy juggling multiple prospects and doesn't have time to hunt for documents.
Research Activities
User Interviews
Conducted interviews with 12 users across different roles:
- Identified pain points in current asset management workflows
- Observed how agents currently search for and use documents
- Documented time spent on asset retrieval tasks
Competitor Analysis
Analyzed asset management features in industry-leading CRMs:
- Salesforce Content Library
- HubSpot Documents
- Insurance-specific CRMs
- Identified best practices and gaps in existing solutions
Stakeholder Workshops
Collaborated with internal teams to understand:
- Business requirements and constraints
- Technical feasibility and integration needs
- Content governance policies
- Future scalability requirements
Key Insights
"I waste at least 30 minutes a day looking for the right version of our enrollment forms. By the time I find it, the lead is already cold."
Insurance Agent, User Interview
Finding 1: Search functionality was the #1 pain point
Finding 2: Mobile access was critical for agents in the field
Finding 3: Users needed both browsing and search capabilities
Finding 4: Version control and approval workflows were essential
User Flow Mapping & Prototyping
Defining the Experience
I mapped out user flows for the core asset management tasks:
Key User Flows:
- Searching for assets: Fast keyword search with filters
- Browsing by category: Logical organization by document type
- Uploading new assets: Simple upload with metadata tagging
- Managing versions: Clear version history and approval states
- Sharing externally: Secure links with expiration options
Design Decisions
Information Architecture
Organized assets into clear categories:
- Marketing Materials
- Forms & Applications
- Compliance Documents
- Training Resources
- Product Information
Interaction Patterns
- Quick Search: Prominent search bar with autocomplete
- Filters: Dynamic filtering by type, date, status, tags
- Preview: Inline document preview without downloading
- Actions: One-click download, share, or add to favorites
Mobile-First Approach
Designed for agents working on-the-go:
- Touch-friendly interface with large tap targets
- Offline access to recently viewed documents
- Quick actions accessible from search results
The Issues to Overcome
Challenge 1: User Adoption
Problem: Initial resistance from users accustomed to the old system
Solution: Created an onboarding flow and training materials. Highlighted time-saving benefits and made the new system feel familiar while introducing improvements incrementally.
Challenge 2: Scalability
Problem: Ensuring the platform can handle a growing number of assets without performance degradation
Solution: Worked with engineering to implement efficient indexing, lazy loading, and CDN delivery. Designed the system to handle 10,000+ assets from day one.
Challenge 3: Integration
Problem: Challenges in integrating with existing tools and workflows
Solution: Collaborated with the development team to create seamless integrations with email, dialer, and client management features already in OneLink.
The Results
The introduction of Asset Management in OneLink delivered measurable impact:
Efficiency Gains
- 40% reduction in time spent searching for assets
- 25% increase in document downloads and usage
- 15 minutes saved per agent per day on average
Business Impact
- Market Growth: Improved asset management led to new clients outside of our target market who were interested in utilizing the system
- User Satisfaction: High satisfaction rates from users citing the platform's ease of use and functionality
- Content Governance: Better version control reduced brand inconsistency issues by 60%
User Feedback
"Finally! I can find what I need in seconds. This feature alone has made OneLink worth it."
Agency Manager, Post-Launch Feedback
Lessons Learned
What Worked
✅ User-Centered Approach: Direct user interviews revealed the real pain points that weren't obvious to stakeholders
✅ Incremental Rollout: Phased launch helped us gather feedback and iterate quickly
✅ Cross-Functional Collaboration: Close partnership with engineering ensured technical feasibility
What I'd Do Differently
🔄 Design System First: We struggled with the absence of a design system, which highlighted the importance of consistency and streamlined operations. Next time, I'd advocate for establishing design patterns before building features.
🔄 More Comprehensive Testing: The lack of comprehensive user testing underscored the value of direct user feedback in validating design decisions. I'd push for structured usability testing throughout the design process.
🔄 Earlier Stakeholder Alignment: Negotiating with stakeholders required balancing business goals with UX improvements. Starting with a shared understanding of success metrics would have smoothed the process.
Key Learnings & Future Influence
This project has been a valuable learning opportunity that shapes how I approach product design:
Design Systems Matter
The absence of a well-defined design system created inconsistencies and inefficiencies. In future projects, I'll advocate for establishing robust design systems early, ensuring consistency across features and faster iteration.
Stakeholder Communication is Critical
I learned the importance of clearly connecting UX improvements to business outcomes. Framing design decisions in terms of ROI, efficiency gains, and competitive advantage helps align teams and secure buy-in.
User Testing is Non-Negotiable
This project reinforced that assumptions, no matter how informed, need validation. Moving forward, I'll push for structured user testing at multiple stages, from early prototypes to post-launch iterations.
Product Thinking Over Pixels
The most impactful design decisions weren't about visual polish; they were about understanding user workflows, reducing friction, and solving real problems. This experience solidified my approach: start with the problem, validate with users, and design for measurable outcomes.
Visit OneLink
This project represents my approach to enterprise product design: understanding complex user needs, balancing technical constraints, and delivering solutions that create measurable business value.