CAMSRep: Building an Automation-First Policy Management System

CAMSRep: Building an Automation-First Policy Management System

Redesigning CAMSRep’s backend to automate workflows, reduce TAT, and scale operations

Redesigning CAMSRep’s backend to automate workflows, reduce TAT, and scale operations

Service Design | B2B

Service Design | B2B

UX Designer

UX Designer

Role

CEO, Product Owner, Operations Team

CEO, Product Owner, Operations Team

Team

July - Oct 2023

July - Oct 2023

Timeline

Note: All content shown uses dummy data to maintain client confidentiality.

Project in a nutshell

Project in a nutshell

My role

I redesigned the system to automate workflows and scale effortlessly. I revamped dashboards, team management, tasks, billing, and transactions to improve the operations head’s experience.

My role covered project scoping, user research, interaction design, prototyping, and testing.

My role

I redesigned the system to automate workflows and scale effortlessly. I revamped dashboards, team management, tasks, billing, and transactions to improve the operations head’s experience.

My role covered project scoping, user research, interaction design, prototyping, and testing.

Problem statement

CAMSRep’s backend relied on manual data uploads, slow service request handling, and lacked role-based workflows—resulting in delays, inefficiencies, and scalability issues.

Problem statement

CAMSRep’s backend relied on manual data uploads, slow service request handling, and lacked role-based workflows—resulting in delays, inefficiencies, and scalability issues.

Solution

Designed an automated, modular system with role-specific dashboards, centralized policyholder profiles, and scalable modules like billing, team management, and reports.

Solution

Designed an automated, modular system with role-specific dashboards, centralized policyholder profiles, and scalable modules like billing, team management, and reports.

Impact

Reduced turnaround times (TAT), improved team efficiency, streamlined service request handling, and future-proofed CAMSRep’s backend for seamless scalability.

Impact

Reduced turnaround times (TAT), improved team efficiency, streamlined service request handling, and future-proofed CAMSRep’s backend for seamless scalability.

The Challenge

The Challenge

CAMSRep is one of India’s leading IRDAI-authorized insurance repository platform, handling secure storage, processing and managing millions of policy transactions daily.
#Think: loads of data, strict compliance, high-stakes users.
Their L3 users — the Operations Heads — are responsible for final policy approvals, compliance decisions, and escalated issue handling. The leadership dashboard they relied on was outdated, data-heavy, and hard to act upon.

This directly impacted:

  • Decision-making speed

  • Data trustworthiness

  • Operational SLAs and compliance deadlines

CAMSRep is one of India’s leading IRDAI-authorized insurance repository platform, handling secure storage, processing and managing millions of policy transactions daily.
#Think: loads of data, strict compliance, high-stakes users.
Their L3 users — the Operations Heads — are responsible for final policy approvals, compliance decisions, and escalated issue handling. The leadership dashboard they relied on was outdated, data-heavy, and hard to act upon.

This directly impacted:

  • Decision-making speed

  • Data trustworthiness

  • Operational SLAs and compliance deadlines

My goal? Reimagine CAMSRep’s backend system for their Operations Head and management teams, making it faster, smarter, and adaptable—without disrupting ongoing live operations.

Where We Started

Where We Started

Problems We Saw:


  • No distinction between what Admins, Managers, and Operations staff needed.

  • Everyone had the same cluttered view. Heavy reliance on manual uploads, task assignments, and approvals—slowing things down.

  • Policyholder data scattered across channels, making issue resolution tedious.

  • No room to scale or introduce new modules without breaking the system.

Business Vision

Business Vision

  • Automate core processes like policy updates, service requests, billing.

  • Cut down on manual errors and turnaround times (TAT).

  • Create role-based, scalable workflows for every team level.

  • Seamlessly integrate backend workflows with the live front-end Bima Central app.

Business need: Redesign the L3 dashboard experience to drive faster decisions, reduce manual dependency, and improve visibility of key escalations and verification delays.

User research

User research

We mapped key front-end and back-end features using a whiteboard and gathered banking research data from IIT interns. Next, we strategised user roles to enhance platform engagement, focusing on Admin, Moderators, and POC Admins.

We mapped key front-end and back-end features using a whiteboard and gathered banking research data from IIT interns. Next, we strategised user roles to enhance platform engagement, focusing on Admin, Moderators, and POC Admins.

Key insights from user interviews

Key insights from user interviews

View details

3+ whiteboarding sessions, 2+ IIT visits & 5+ user interviews later...

👤

User sets & their roles

User sets & their roles

CAMSRep has three key personas, each playing a critical role in policy administration, automation, and operational efficiency. While some oversee and approve processes, others execute tasks—until automation reduces manual effort.

Admin (Operations Team Head) – L3

  • Decision-makers oversee workflows, monitor automation, and manage teams to ensure efficiency and compliance.

  • They use real-time analytics to optimize operations, track TAT, and streamline policy updates and grievances.


Moderators (Managers & POC Admins for Financers & B2C) – L2

  • Process enablers oversee policy approvals, escalations, and service requests, ensuring smooth automated workflows.

  • They handle reviews, approvals, and financial interactions while minimizing delays and boosting efficiency.


Operations Team (Policy Data Handlers) – L1

  • Manual data executors are shifting to automation oversight—moving from uploading records to monitoring, validating, and handling exceptions in this IRDAI-authorized system to ensure accuracy and compliance.


Admin (Operations Team Head) – L3

  • Decision-makers oversee workflows, monitor automation, and manage teams to ensure efficiency and compliance.

  • They use real-time analytics to optimize operations, track TAT, and streamline policy updates and grievances.

Moderators (Managers & POC Admins for Financers & B2C) – L2

  • Process enablers oversee policy approvals, escalations, and service requests, ensuring smooth automated workflows.

  • They handle reviews, approvals, and financial interactions while minimizing delays and boosting efficiency.

Operations Team (Policy Data Handlers) – L1

  • Manual data executors are shifting to automation oversight—moving from uploading records to monitoring, validating, and handling exceptions in this IRDAI-authorized system to ensure accuracy and compliance.

🧑🏽‍💻

Business Challenge

CAMSRep is transforming policy management into an efficient, automated system, replacing manual data uploads, task assignments, and service handling by the Operations Team with faster, streamlined processes for insurers and policyholders.

The Problem (Current Scenario - Before Automation)

Scattered policyholder data

No centralized profile for tracking history across different service channels.

Inefficient service request handling

Long turnaround times (TAT) for policy updates and grievance resolutions.

Rigid workflows & team management issues

No role-based customization, making it difficult for admins and managers to prioritize tasks.

Lack of automation & scalability

Manual assignments, approvals, and monitoring made it hard for CAMSRep to scale.

The Solution (After Automation – Business Goals)

Making Policy Updates Simple

Automating approvals and updates so things move faster with less effort.

Faster Support & Resolutions

Streamlining grievance handling and service requests for quicker issue resolution.

Smarter Decision-Making

Giving teams real-time insights to track policy updates, customer requests, and business performance.

Growing Without Extra Costs

Cutting down on manual work so the company can scale efficiently.

User flows

User flows

View →

View →

It was important to map out how users interact with the main features and sections on the platform, focusing on what they need most. This process was crucial, and it also allowed us to brainstorm more ideas with the administrative team.

Activity chart

View →

This phase helped us understand the daily activities across the user criteria while accessing each of the features. We drilled down the tasks and metrics in practice to prioritize the high severity ones.

Activity chart

View →

This phase helped us understand the daily activities across the user criteria while accessing each of the features. We drilled down the tasks and metrics in practice to prioritize the high severity ones.

Experience mapping (KPI & KRA)

Experience mapping (KPI & KRA)

View →

View →

Our final approach was to understand and define the business objectives by identifying key performance indicators (KPIs) and strategic goals that the portal should contribute to or support.

Service Blueprint

Service Blueprint

We analyzed the end-to-end policy management process, identified inefficiencies, and streamlined workflows with automation. By integrating Bima Central with automated approvals, we reduced turnaround times (TAT) and minimized human intervention. This blueprint highlights the before-and-after transformation, showcasing improved efficiency, faster policy conversions, and real-time tracking.

We analyzed the end-to-end policy management process, identified inefficiencies, and streamlined workflows with automation. By integrating Bima Central with automated approvals, we reduced turnaround times (TAT) and minimized human intervention. This blueprint highlights the before-and-after transformation, showcasing improved efficiency, faster policy conversions, and real-time tracking.

View service blueprint

View service blueprint

Design Solution : A Service-Driven Approach - (L3-Focused)

Design Solution : A Service-Driven Approach - (L3-Focused)

We used a service-driven approach to ensure every user interaction—from policyholder requests to backend processing—was seamless and efficient. By mapping the entire service flow, we identified key pain points and optimized both frontstage and backstage processes. This approach ensured scalability, role clarity, and faster turnaround times (TAT) across all user levels.

We used a service-driven approach to ensure every user interaction—from policyholder requests to backend processing—was seamless and efficient. By mapping the entire service flow, we identified key pain points and optimized both frontstage and backstage processes. This approach ensured scalability, role clarity, and faster turnaround times (TAT) across all user levels.

1. Role-Based Customization: Prioritizing Key Focus Areas

1. Role-Based Customization: Prioritizing Key Focus Areas

Challenge: The existing interface was cluttered. L3 Operations Heads had the same layout as lower management levels (L1, L2), which made it difficult to focus on high-priority tasks like monitoring performance, approvals, and financial management.

Challenge: The existing interface was cluttered. L3 Operations Heads had the same layout as lower management levels (L1, L2), which made it difficult to focus on high-priority tasks like monitoring performance, approvals, and financial management.

  1. Created a customized side navigation menu, accessible only to L3, with high-level modules:

    • Reports & Analytics

    • Billing & Channel Transactions

    • Manage Team & Tasks

    • Help & Support Panel

  1. Designed a modular interface where different roles had access to only relevant modules.

L1 (Employees) focus only on task execution.

L2 (Managers/Moderators) get an overview dashboard to monitor and assign tasks.

L3 (Operations Head) has full control over workflows, reports, and system access.

  1. Removed unnecessary modules visible to L1/L2, ensuring less cognitive load for L3 users.

Outcome:

✅ The Operations Head could focus only on core tasks, improving decision-making speed.
✅ Helped reduce back-and-forth queries as they had real-time visibility of the system's performance.

Outcome:

✅ The Operations Head could focus only on core tasks, improving decision-making speed.
✅ Helped reduce back-and-forth queries as they had real-time visibility of the system's performance.

2. Monitoring vs. Doing: Optimizing Task Management for L3

2. Monitoring vs. Doing: Optimizing Task Management for L3

Challenge: L3 needed a bird’s-eye view of operations—team performance, pending approvals, key transactions—rather than getting involved in task-level execution like L1.

Challenge: L3 needed a bird’s-eye view of operations—team performance, pending approvals, key transactions—rather than getting involved in task-level execution like L1.

  1. Designed a widget-based dashboard showing:

    • Total pending service requests.

    • Live status of policy conversions.

    • Financial summaries (from billing module).

    • Team workload overview.

  1. Created a widget-based dashboard 📊 for team leads (L2) & admins (L3) to get a real-time overview.

  1. Each widget is rearrangeable and scalable based on their priority.

Outcome:

✅ Operations Head could monitor real-time progress without micromanaging tasks.
✅ Faster approvals, better workload distribution, and efficient team handling.

Outcome:

✅ Operations Head could monitor real-time progress without micromanaging tasks.
✅ Faster approvals, better workload distribution, and efficient team handling.

3. Profile Integration – Unified eIA Dashboard for L3

3. Profile Integration – Unified eIA Dashboard for L3

Challenge:

L3 lacked a centralized view of a customer’s complete policy history, service requests, and interactions, making grievance resolutions slower.

Challenge:

L3 lacked a centralized view of a customer’s complete policy history, service requests, and interactions, making grievance resolutions slower.

  1. Created a Unified eIA Profile Screen:

    • Displays policyholder details, service requests, policy status, open tickets, and transaction history.

    • Linked directly to Bima Central interactions for full visibility.

  1. Introduced a unified eIA profile system: Every customer’s policy, service requests, and history are mapped to a single e-Insurance Account (eIA).

Outcome:

✅ L3 could instantly access customer data, reducing dependency on L1/L2 teams for information.

✅ Faster grievance resolutions, improved SLA compliance.

Outcome:

✅ L3 could instantly access customer data, reducing dependency on L1/L2 teams for information.

✅ Faster grievance resolutions, improved SLA compliance.

4. Modularity & Scalability – Future-Proofing L3 Interface

4. Modularity & Scalability – Future-Proofing L3 Interface

Challenge:

  1. The older interface was rigid. Any addition of new modules (like Billing, Channel Transactions, Manage Team) required a complete overhaul.

Challenge:

  1. The older interface was rigid. Any addition of new modules (like Billing, Channel Transactions, Manage Team) required a complete overhaul.

  1. Implemented a modular dashboard architecture, allowing:

    • New modules (Billing, Reports, etc.) to be added without disrupting existing workflows.

    • L3 to modify widget layouts & access controls dynamically.

  1. Introduced Control Panel for permission settings—allowing L3 to manage lower-level access with ease.

Outcome:

✅ Scalability enabled smoother integration of new financial modules (Billing, Channel Transactions, Reports) without impacting efficiency.

✅ Reduced dependency on IT for minor changes—L3 had better control.

Outcome:

✅ Scalability enabled smoother integration of new financial modules (Billing, Channel Transactions, Reports) without impacting efficiency.

✅ Reduced dependency on IT for minor changes—L3 had better control.

Few more screens...

Few more screens...

Measuring Success Without Disruption

Measuring Success Without Disruption

Given CAMSRep’s status as an IRDAI-authorized, highly confidential platform processing thousands of policies daily, live data metrics weren’t accessible. To measure success:

Given CAMSRep’s status as an IRDAI-authorized, highly confidential platform processing thousands of policies daily, live data metrics weren’t accessible. To measure success:

  1. I conducted stakeholder walkthroughs to validate role-based dashboards and workflows.

  1. Performed stress testing with dummy data to ensure stability without impacting live systems.

  1. Ensured smooth integration with Bima Central without interrupting front-end operations.

  1. Gathered qualitative feedback from internal teams confirming improved efficiency and reduced manual effort.

Personal Learnings & Reflections

Personal Learnings & Reflections

Working on CAMSRep was a reminder of how important it is to stay grounded in real-world constraints. A few key takeaways for me,

Design within constraints

The platform was live and critical, so I had to think carefully about how to introduce new workflows without disrupting daily operations.

Think long-term

Designing modular systems wasn’t just about solving today’s issues—it was about making sure the system could grow smoothly in the future.

Stay user-led

Close collaboration with admins, managers, and ops teams ensured the redesign aligned with real workflows, not just ideal ones.

Future Considerations

Future Considerations

Roll it out to more teams

Extend the dashboard model to L2 and L1 roles for full operational visibility.

Spot issues early

Use ML to predict and prioritize tasks before they escalate.

Help users onboard faster

Add role-based microguides to support new users within the system.

Up next

Up next

Interested in seeing even more work?

Interested in seeing even more work?

more work