Redesigning a Decade-Old Dashboard Under Impossible Constraints

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• Problem: General Agents relied on email spreadsheets instead of the dashboard built for them because critical information was buried three clicks deep
• Solution: Consolidated data onto a single landing page with a scatter plot for comparative performance, replacing meaningless visualizations with functional KPIs
• Impact: Reduced navigation burden, surfaced comparative data that previously required multiple reports, established a scalable pattern for other user roles

Before and after images for the sales reporting landing page

Discovery

General Agents check their phones before they're fully awake, scanning for one thing: what changed overnight. I learned this through interviews across seven MassMutual firms. Every morning, they received three to five emails with spreadsheets and scanned each one looking for changes. Has their firm's ranking shifted? Did any advisors close a sale yesterday?

All of this existed in the reporting tool. But finding it meant navigating multiple levels and launching dense reports. The emails were a workaround that became the real product.

Research-based insights formed the foundation of my approach

“I want to know what closed yesterday”

“My phone’s in my hand almost before I’m awake”

General Agents receive a burst of daily emails with Commission information

The Sales Landing Page had been developed by analysts over a decade earlier for home office employees, not field users. GAs received the same tool with security restrictions layered on top. One GA described it as "one-size-fits-all."

It featured paper doll icons that looked like data but communicated nothing. The most useful information was always three clicks away.