How we built an automation-first backend for CAMSRep to cut TAT and scale operations

UX Designer | Fintech | B2B | 2023

How we built an automation-first backend for CAMSRep to cut TAT and scale operations

UX Designer | Fintech | B2B | 2023

Project in a nutshell

Project in a nutshell

We redesigned CAMSRep’s backend operations portal, replacing email-heavy escalation handling and fragmented workflows with a unified, automation-driven system.

We redesigned CAMSRep’s backend operations portal, replacing email-heavy escalation handling and fragmented workflows with a unified, automation-driven system.

What changed - at a glance

What changed - at a glanceProject in a nutshell

40–60% Faster Resolutions

Turnaround time improved as managers found answers instantly instead of switching between 6-7 systems.

40–60% Faster Resolutions

Turnaround time improved as managers found answers instantly instead of switching between 6-7 systems.

30% Drop in Escalations

Global search and notifications helped Ops heads close issues on time, reducing escalations across L1–L3.

30% Drop in Escalations

Global search and notifications helped Ops heads close issues on time, reducing escalations across L1–L3.

Clear Team & Task Visibility

Managers could see real-time workload, task progress, and team performance, making follow-ups easier.

Clear Team & Task Visibility

Managers could see real-time workload, task progress, and team performance, making follow-ups easier.

Smarter Billing Oversight

Billing mismatches were spotted 1–2 days earlier with dashboards and exception tracking, improving SLA compliance.

Smarter Billing Oversight

Billing mismatches were spotted 1–2 days earlier with dashboards and exception tracking, improving SLA compliance.

Why this, why now?

Why this, why now?

CAMSRep is India’s largest insurance repository, handling millions of policies, conversions, and service requests on behalf of insurers, banks, and financiers.

Ops Heads and managers sit at the heart of this system - balancing policy updates, customer requests, billing, and escalations, all under strict SLAs (often 48 hours).

CAMSRep is India’s largest insurance repository, handling millions of policies, conversions, and service requests on behalf of insurers, banks, and financiers.

Ops Heads and managers sit at the heart of this system - balancing policy updates, customer requests, billing, and escalations, all under strict SLAs (often 48 hours).

01

Too many disconnected systems → wasted hours, lost context

02

Escalations hidden in inboxes → risk of SLA breaches and strained partner relationships

03

Manual updates → higher chances of errors

04

Poor visibility → leaders couldn’t coach or prioritize effectively

With CAMSRep’s scale and client base (LIC, major banks, and top insurers), a better system wasn’t just nice to have - it was business-critical.

CAMSRep is India’s largest insurance repository, handling millions of policies, conversions, and service requests on behalf of insurers, banks, and financiers.

Ops Heads and managers sit at the heart of this system - balancing policy updates, customer requests, billing, and escalations, all under strict SLAs (often 48 hours).

The design journey

The design journey

01. Discovery & Research

Conducted interviews and shadowing with L1–L3 users to understand workflows, pain points, and SLA pressures. Identified major bottlenecks in escalation handling, billing mismatches, and tool-switching.

View user interview insights

02. Mapping the Experience

Created an activity chart to map the daily activities against tasks and linked them to the key metrics they impacted. Built experience maps to align the design with business objectives by mapping key performance indicators (KPIs) and strategic goals to the user experience.

View KPI&KRA mapping

03. Blueprinting & Design Strategy

Developed a service blueprint to visualize request flow across L1→L2→L3→banks, revealing automation opportunities. Defined design principles: unify tools, surface priorities, automate routine steps, and empower leadership.

View service blueprint

04. Prototyping & Validation

Designed role-based dashboards, global search, and automated workflows to simplify daily operations. Ran validation sessions with Ops Heads and managers, iterating on prototypes for maximum usability and efficiency.

What were the users thinking?

What were the users thinking?

We spoke to Ops Heads (L3), L2 managers, and L1 policy data handlers to understand their daily struggles.

We spoke to Ops Heads (L3), L2 managers, and L1 policy data handlers to understand their daily struggles.

“I need to see everything at a glance - pending escalations, billing exceptions, team workload. Instead, I spend half my day chasing updates.”

Ops Head

Level 3

“I need to see everything at a glance - pending escalations, billing exceptions, team workload. Instead, I spend half my day chasing updates.”

Ops Head

Level 3

“Escalations get lost in emails. If I miss one, it’s a TAT breach, and then the blame falls on me.”

Manager

Level 2

“Escalations get lost in emails. If I miss one, it’s a TAT breach, and then the blame falls on me.”

Manager

Level 2

“I repeat the same manual steps for every request. It slows me down and errors creep in.”

Data Handler

Level 1

“I repeat the same manual steps for every request. It slows me down and errors creep in.”

Data Handler

Level 1

What wasn’t working and what we wanted instead

What wasn’t working and what we wanted instead

The pain points identified

The pain points identified

Fragmented tools

Managers had to switch between 6–7 systems to complete routine tasks.

Fragmented tools

Managers had to switch between 6–7 systems to complete routine tasks.

Escalations lost in emails

Critical cases often slipped through, risking SLA breaches and strained client relationships.

Escalations lost in emails

Critical cases often slipped through, risking SLA breaches and strained client relationships.

Repetitive manual work

Status checks and handoffs consumed time and increased errors.

Repetitive manual work

Status checks and handoffs consumed time and increased errors.

Late billing issue detection

Exceptions surfaced only after partners flagged them.

Late billing issue detection

Exceptions surfaced only after partners flagged them.

Limited team visibility

Ops Heads struggled to track workloads and coach effectively.

Limited team visibility

Ops Heads struggled to track workloads and coach effectively.

The 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.

Goals for the redesign

Goals for the redesign


Consolidate operations into a single, role-based dashboard.


Surface billing exceptions early, before escalation to clients.


Provide real-time visibility into escalations and service requests.


Enable transparent team tracking to improve accountability and coaching.


Introduce automation for routing, alerts, and repetitive updates.

Building clarity, one module at a time

Building clarity, one module at a time

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 front-stage 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 front-stage and backstage processes. This approach ensured scalability, role clarity, and faster turnaround times (TAT) across all user levels.

✨ Unified Dashboard

Ops Head/L2 Managers got a role-based dashboard with widgets for pending work, SLAs, billing, and escalations.

Impact: Managers saved 1-2 hours daily (tracked via beta time-logs), SLA compliance improved by 20%.

✨ Global Search Framework

Introduced a global search bar with smart filters (eIA, PAN, status, date, employee, bank/insurer, reports). One search worked across all modules - customer profiles, billing, reports, team activity.

Impact: Query resolution 40 - 60% faster (measured via AHT comparisons), escalations dropped 30% (monthly logs).

✨ Manage Team

Managers could view workloads, reassign tasks, and coach team members with real-time insights.

Impact: Saved 1–2 hours/day in coordination (time logs), improved coaching effectiveness (validated in quarterly reviews).

✨ Manage Tasks

All tasks centralized with real-time status, reassignment, and SLA alerts.

Impact: Turnaround time improved 30% (task closure logs), fewer manual errors (audit checks).

✨ Billing Dashboard

Billing exceptions surfaced proactively, with alerts and exception-tracking widgets.

Impact: Issues caught 1–2 days earlier (incident logs), billing query resolution 40% faster.

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:

I conducted stakeholder walkthroughs to validate role-based dashboards and workflows.
Performed stress testing with dummy data to ensure stability without impacting live systems.
Gathered qualitative feedback from internal teams confirming improved efficiency and reduced manual effort.
Ensured smooth integration with Bima Central without interrupting front-end operations.

What We Fixed and Why

What We Fixed and Why

📊 Context Switching Cut

Ops leaders no longer hop between 6 - 7 tools. A unified dashboard and role-based menus brought everything into one place.

🔍 Escalations Made Visible

Critical cases surfaced through search and alerts, reducing missed SLAs and strengthening relationships with banks and insurers.

⚙️ Manual Work Reduced

Automation for routing, updates, and SLA alerts eliminated repetitive handoffs and status checks, freeing ops teams to focus on complex cases.

📈 Team Oversight Simplified

L2/L3 managers now track workloads, reassign tasks, and coach teams in real time, cutting hours spent on coordination.

What I’d Do Differently Next Time

What I’d Do Differently Next Time

🔍 Prototype and Validate Sooner

Earlier design validation with live data could have saved weeks of iteration and aligned dev priorities faster.

💡 Invest in Predictive Insights

Adding predictive search filters and SLA risk flags earlier would further reduce escalations.

🎨 Role-Personalization from Day 1

Next time, I’d plan separate dashboards for Ops Heads, L2 managers and L1 staff right from the start to scale more smoothly.

📢 More Microcopy for Clarity

We could strengthen trust signals and simplify complex terms for faster onboarding of new team members.

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