01— AI · Insurtech · Conversational commerce
AI Sales Co-Pilot
WhatsApp-native conversational commerce for Indonesian insurance agents
Period2025 — present
RoleLead Product Strategy & Design
MarketIndonesia
Overview
Agents sell on private WhatsApp; the product had to meet them there. I led research, product definition, and design for a WhatsApp Business Co-Pilot that amplifies — not replaces — that habit.
The problem
Quoting lived in Ignite app; trust lived in private chat. AI only inside the app added another switch when momentum was already fragile.
My approach
One agent-initiated journey, a four-layer architecture, and a phased MVP — hand-off, quote, close, signals — aligned through prototypes before build.
Contribution
Research · Product · Design
One accountable thread from field insight to a shippable WhatsApp Business Account (WABA) experience — the value it creates for agents, and the three roles behind it.
Value to agents
An always-on sales co-pilot, embedded where agents already sell.
Agents run the full quote-to-close inside WhatsApp — the app their customers already trust — backed by a 24/7 AI assistant. No switching to Ignite, no leaving the chat.
- 24/7 assistant
- Native to WhatsApp
- Zero context-switch
Three roles, one accountable thread
01
Research lead
Built the case remotely — the product is blocked on the mainland — validating the thesis through Meta documentation and a live WABA sandbox.
02
Product strategist
Owned the agent-initiated journey and four-phase MVP, balancing Meta’s messaging rules against agent trust.
03
Experience designer
Turned strategy into WhatsApp Flows, conversational UX, and prototypes the team could ship against.
Research
End-to-end WhatsApp sales
WhatsApp is not usable day-to-day on the mainland. I could not shadow Indonesian agents in situ — so I built the case study through evidence I could access remotely. The product thesis: embed quote-to-issue by pairing unstructured NLP/LLM with WhatsApp Flow’s structured UI — not one mode alone.
Product
Scope & phases
North star: empowerment without displacement. Phases breakdown, User flow, and WABA screens below — aligned to the WhatsApp MVP programme for Indonesia.
Live demos · test phase
System design
Four-layer architecture
From omni-channel gateway to MCP capabilities.
Outcome
A coherent WhatsApp Co-Pilot for Indonesia — culturally grounded, architecturally explicit, ready for phased ship.
Next case
02 · Ignite - Insurance Sales Platform
Reimagining an end-to-end insurance platform for Southeast Asia