Executive Summary
In 2025, I led the product design strategy and cross-functional execution to automate GoHealth’s QA ecosystem.. By replacing manual spot-checks with an automated QA platform, we didn't just analyze individual phone calls—we mapped entire customer interactions over time. This design empowers leadership to mitigate CTM (Conduct Risk/Compliance) threats and visualize the complete sales funnel.
The Challenge
Evaluating insurance sales compliance and agent performance was a slow, manual process prone to human error. Legacy systems left the business blind to broader trends:
• Fragmented data that evaluated single calls in isolation.
• Hidden compliance risks due to unmonitored touchpoints.
• Blind spots in the conversion funnel between initial contact and final close.
Our goal was to design an automated QA dashboard that tracks the end-to-end customer journey, delivering aggregated risk and performance insights.
Discovery & Funnel Strategy
We started by defining what full-funnel, automated compliance looks like:
Framed Opportunities: Ideation scoping to target must haves, should haves, could haves and out of scope items.
Competitive Analysis: Evaluated advanced AI speech analytics and QA platforms to set design benchmarks for data density.
User Research & Cohort Workshops
We co-designed alongside the team members who rely on these insights daily:
QA & Compliance Workshops: Interviewed compliance cohorts to understand how they flag CTM risks.
Sales Leadership Sessions: Ran workshops with sales managers to see what behavioral insights help them coach agents effectively.
Iterative Design & Executive Buy-In
We mapped out complex multi-call timelines and validated them with stakeholders:
Journey Wireframing: Built low-fidelity wireframes to visualize customer interactions across days or weeks, rather than single audio files.
User Validation: Prototyped the interface with QA teams to ensure automated risk alerts were clear and non-intrusive.
Leadership Presentation: Presented high-level dashboard concepts to executive leadership to prove the business value of full-funnel visibility.
Design System & Core UI Delivery
We executed a scalable, high-fidelity interface optimized for data interpretation:
Core UX/UI Production: Designed the core interface, featuring high-level funnel analytics, agent quality scorecards, and predictive CTM risk queues.
Unified Design System:
Extended our component library to support complex charts, risk heatmaps, and audio-to-text transcript timelines.
The Impact
This automated QA platform transformed compliance from a defensive necessity into a growth driver:
Proactive CTM Mitigation: Automated scanning flags compliance risks instantly across 100% of interactions, preventing legal friction.
Holistic Agent Coaching: Managers coach agents using comprehensive interaction histories, significantly boosting overall sales quality.
Enabled 100% call review, far beyond the carrier standard of 10%. Unlocking deeper compliance oversight and more complete coaching insights.
AI-Driven transcription and a dynamic QA scorecard allowing analysts to pinpoint issues in real time.
Increased QA team efficiency: Scaled compliance coverage by 10x (achieving 100% automated call auditing) while significantly reducing manual analyst review overhead and minimizing headcount operational costs.
Platform and design is architected for scale, enabling expansion to other verticals like life insurance.
