Turtlemint's sales teams manage a network of digital partners who sell its insurance. The CRM in their Ninja app was used mostly to look up phone numbers. I led its redesign into My Partners: one place to see a partner's business and act on it.
Turtlemint sells insurance through digital partners, or DPs. The people using Ninja are responsible for managing multiple digital partners, working from a daily list of the DPs they need to interact with.
The CRM module inside Ninja was meant to support that relationship. In practice it was used for partner communication and to retrieve phone numbers.
Managing multiple partners made it difficult to decide who came first.
The job ran across Ninja, the phone and a spreadsheet. The app knew each partner's number, but not why they were worth calling today.
Next — The existing CRM ↓Mixpanel showed the CRM's call feature had low adoption. Usage was limited mostly to partner communication and retrieving phone numbers. The path to a partner explains why.
In user conversations, the term “CRM” wasn’t resonating. The entry point didn’t describe the job users came to do.
User conversationsMultiple, confusing filtering and sorting options in a congested layout, above cards carrying an excessive amount of information about every partner.
CRM landing screenNumerous tags and complex descriptions made the top of the partner screen a usability challenge. It took minutes to comprehend.
Partner detail screenThe Committed Value section led the screen, yet was largely unused and lacked business impact.
Partner detail screenNo single screen was broken. The route through them was.
Users were asking the app who to talk to. The landing screen answered with sort orders, and the partner screen with a commitment form. Many kept their own Excel sheet alongside it.
The work was to shorten the distance between opening the list and knowing who to call.
Next — Streamlining the experience ↓Read as screens, the CRM was two crowded pages. Read as work, it was four steps. Each design decision targets one of them.
The term “CRM” wasn’t resonating in user conversations, so the module was renamed My Partners. The entry point now says what users go there to do.
Enter · Phase 1 “Entry Point”The landing screen’s competing chips, sort and filter gave way to a search bar, a single Sort & Filter control and a row of partner categories. My List and Recent Calls were removed to keep the categories focused.
Find · Phase 1 “Reduced Category Clutter”The partner card was streamlined and its kebab menu removed. Status, last sale and total premium stay; the call is one tap away. Definitions inside each category help new users.
Understand · Phase 1 “Simplified Experience”Users asked for more comprehensive insight into their digital partners. Phase 2 rebuilt the partner screen around it: Call Partner and WhatsApp as the primary actions, premium at a glance, and Leads, Business, Contests and Profile as tabs.
Act · Phase 2 final partner screenBuilt in two phases, each earning the next.
The phone book became a partner list you could sort by what mattered, and a partner screen you could act from.
Next — My Partners ↓Two screens carry the work: My Partners from Phase 1, and the partner screen from Phase 2. Shown here with a refined visual system, the same content and structure.
The sort order is the category.
Instead of choosing a sort and a filter, users pick a group of partners by status. The count tells them how big each group is before they open it.
One header, four tabs, the call always in reach.
HDFC Life37%
A category leads to a partner, and a partner leads to a call. The screens were designed as one route.
Next — The connected workflow↓My Partners and the partner screen were designed as one route. Every step narrows the choice and keeps the call within reach.
The card is a preview of the header.
What the card shows in two numbers, the partner screen opens with in full: who they are, when they were last called, and where their premium stands.
It sits on every partner card and at the top of the partner screen, on every tab.
The list leads with category counts; the partner screen leads with MTD and renewal premium. Detail waits one tap below.
Leads carry premium-due and expiry bands; contest offers carry their end date. Urgency is part of the item, not a separate list.
Phase 1 shipped and was measured before Phase 2 began. Here is what the numbers showed.
Next — Outcome↓The CRM became My Partners: a roster organised by partner status, cards reduced to what decides a call, and a partner screen where contact comes first and business detail sits one tab away. Phase 1 was measured in the module before Phase 2 began.
Not every stakeholder saw the value in talking to users first. Making that case took effort, but the empathy map and the eight-user tests are what the design decisions stand on.
The pull was always toward fixing what looked wrong on the page. What mattered was the question users kept asking: who should I talk to? Keeping that in front of the team kept the work focused.
Phase 2 only existed because Phase 1 was measured and users kept giving feedback after launch. Design continued after development, and it should.
The CRM already had every partner’s number. My Partners gave users a reason to call.