MAS Admission Sales Dashboard Case Study

SIMPLIFYING LEAD MANAGEMENT FOR MAS’S ADMISSION TEAM

To redesign the internal CRM dashboard

to streamline lead allocation, call tracking and status updates, enabling telecallers and managers to work more efficiently.

MY ROLE

Product Design Intern

TEAM

1 Tech Lead, 1 Software Developer,
1 Product Design Intern

TIMELINE

4 Weeks

RESPONSIBILITIES

Stakeholder interviews, Workflow mapping, UX research, User flow redesign, UI design, Developer collaboration

Admissions teams manage thousands of leads every day through call logging, follow-ups, lead assignment and performance tracking all within a single CRM dashboard

Tele Caller and Admission Head Notebook Workflow

Pain Points

  • Multiple-step processes
  • Time-consuming workflows
  • Repetitive manual work
Decorative Underline
Telecaller Daily Activities Breakdown Pie Chart

A telecaller's day revolves around calling assigned leads, updating call outcomes, tracking lead status and scheduling follow-ups.

An admissions sales head manages lead imports, assigns leads to telecallers, tracks lead progress and monitors team performance.

Understanding a day in the life of a Tele Caller

Checks the leads assigned and target for the day

CRM Dashboard

Administrative Task

Excel/Google Workspace

Calling the Leads

Phonecall

Updating the call details and status

CRM Dashboard

Updating the Follow-up status

CRM Dashboard

Calling for Follow-up

Phone Call

Scheduling a follow-up or closing a lead as per the need

CRM Dashboard

Imports new leads from campaigns, website, excel, Vendors

CRM Dashboard

Assigns leads and sets target for each Tele Caller

Excel/Google Workspace

Supervises the counsellors

Phonecall, Meet-ups

Administrative tasks

Excel/Google Workspace

Closing the day with interacting with the Tele Callers

Phonecall, Meet-ups

Monitoring and tracking tele caller’s performance

CRM Dashboard

Networking

LinkedIn, Whatsapp, other platforms

Understanding a day in the life of a Admission Sales Head

Why were they not happy with the current Dashboard ?

Tele Callers Feedback Note Admission Sales Head Feedback Note

So, the current dashboard lacks

Filtering
Visibility
Automation
Monitoring
Flexibility
Efficiency
Lead Tracking
Performance Insights

So, the main issue

was that the telecallers' dashboard was largely static. Since telecallers couldn't efficiently update lead information, admissions sales heads lacked the visibility needed to effectively monitor progress and performance.

How might we improve the lead management experience by simplifying telecaller workflows, enhancing dashboard visibility and enabling accurate real-time monitoring for admissions sales heads?
MAS CRM Internal Dashboard Brainstorming Map

To solve the problems that Admission Sales Head is facing can be solved by solving the problems of the Tele Caller’s Dashboard

Introducing

The New MAS CRM Dashboard

The New MAS CRM Dashboard - Lead Assign Interface Showcase

Tele Caller’s Dashboard

PROBLEM

Telecallers struggled to prioritize and manage assigned leads due to limited visibility and the absence of filtering tools.

FEATURE

Redesigned the Leads page with a real-time target tracker, advanced filtering, search and prioritized lead information, enabling telecallers to find, organize and manage their assigned leads efficiently

Tele Caller's Dashboard CRM Screen 1 Showcase

The Leads page helps telecallers manage their daily workload by

displaying assigned leads

daily targets

advanced filters and

prioritized lead

information in one place

PROBLEM

Tracking daily targets and lead progress across multiple metrics was time-consuming and reduced visibility into overall performance

FEATURE

Designed a centralized overview that brings together live KPIs, lead status tracking and performance insights into a single, easy-to-scan dashboard.

The Overview Page - Centralized Dashboard Showcase

The Overview page helps telecallers track their daily progress by

conversion metrics

lead statuses

and daily activities

PROBLEM

Updating lead information and managing the next steps after every call was fragmented and time-consuming.

FEATURE

The Lead Detail page streamlines post-call workflows by combining lead information, call updates, activity timeline, follow-up reminders and lead closure into one place

The Lead Detail Page - Comprehensive Lead Management Showcase

The Lead Detail page helps telecallers manage individual leads by providing

call status updating

detailed lead information

activity history

scheduling follow-ups

closing leads in one place

Admission Sales Head Dashboard

PROBLEM

Monitoring overall lead distribution and telecaller assigned lead required switching between multiple views, making it difficult to gain a quick understanding of team progress and pending work

FEATURE

The Overview page helps admissions sales heads monitor team performance by providing a centralized view of live KPIs, lead distribution, follow-up status, and telecaller workload at one place

Admission Sales Head Overview Page Showcase

The Overview page helps admissions sales heads monitor

live KPIs

lead summaries

follow-up insights

telecaller workload

PROBLEM

Tracking an individual telecaller’s progress required manually reviewing lead records, making performance monitoring time- consuming and inefficient.

FEATURE

The Individual Telecaller Page enables admissions sales heads to monitor telecaller performance, review assigned leads, track lead progress and access detailed reports from one centralized interface.

Admission Sales Head Individual Telecaller Page Showcase

The Individual Telecaller Page helps admissions sales head monitor each telecaller’s performance by providing

KPIs tracking

lead status

assigned leads

call progress

PROBLEM

Managing lead allocation and tracking assigned and unassigned leads was a manual and time- consuming process, making it difficult to organize and distribute leads efficiently.

FEATURE

The Leads page enables admissions sales heads to view assigned and unassigned leads, assign leads to telecallers, filter lead lists, and import new leads from one centralized interface.

Admission Sales Head Lead Assign Page Showcase

The Leads page enables admissions sales heads to manage the entire lead pipeline by viewing

assigned and unassigned leads

assigning leads

importing new leads

filtering lead data

PROBLEM

Sales heads lacked a centralized way to analyze lead conversions, monitor KPI performance and compare telecaller productivity making it difficult to identify trends and optimize team performance.

FEATURE

The Analytics page enables admissions sales heads to monitor lead performance, track key KPIs, and evaluate telecaller performance from one centralized interface.

Admission Sales Head Analytics Page Showcase

The Analytics page helps admissions sales heads to

track lead conversions

monitor KPIs

evaluate telecaller performance

PROBLEM

Setting, monitoring, and comparing sales targets across multiple telecallers was a manual process.

FEATURE

The Targets page enables admissions sales heads to set individual or team-wide targets, monitor target achievement, and track telecaller performance

Admission Sales Head Targets Page Showcase

The Targets page helps admission’s sales heads to

track achievements

set targets

monitor telecaller performance

What I Brought

What I Brought Card 1 - Optimized telecaller data entry What I Brought Card 2 - Built a dedicated feature for target assignment
What I Brought Card 3 - Structured clear performance tracking layout

What This Project Taught Me

What This Project Taught Me Card 1 - Learned to make UX improvements within an existing product What This Project Taught Me Card 2 - Strengthened understanding of backend workflows
What This Project Taught Me Card 3 - Worked closely with sales team, Tech Lead, and Software Engineer