Lead Management
Customizable Sales Pipeline
Lead
Generation
Overview
Customizable sales pipeline.
It is a feature of an existing application.
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Customizable sales pipeline feature helps user to create multiple sales pipeline for their businesses.
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Businesses can create, edit or delete the pipeline as per their requirement.
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This helps the business to keep track and create the multiple pipelines under one umbrella and makes easy to analyse and managing the leads.
Understanding Lead Management.
Say goodbye to spreadsheets and sticky notes—and meet a built-in lead management system that tracks, nurtures, and turns sales leads into members of your community.
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Lead Management is the process of acquiring and managing leads (potential customers) until the point where they make a purchase.
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You can easily manage new leads and turn them into regulars with an integrated dashboard that amplifies your sales. A built-inpipeline, easy-access client profiles, scheduled follow-ups and the tools to measure your performance.
Project Type
New Feature | Product Enhancement
My Role
Research | UX Design | Visual Design
Target Audience
Sales staff, Business owners.
My Roles and Responsibilities
As a product designer, my responsibility involved elevating the fundamental user experience.This required deep understanding of the existing system and uncovering the challenges of our customer base.
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Designing end to end user flow, wireframes and high fidelity designs.
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Coordinating with the research team on plans for necessary interviews and data needed.
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Provide high fidelity used in research sessions in gather user feedback.
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Collaborate with the product and engineering team on strategy and feature planning.
Finding the Right Design Process
The Problem
Framing the Challenge
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Existing lead management solutions lack the versatility to accommodate diverse workflows and multiple sales pipelines.
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It was leading to inefficiencies, lost opportunities, and frustration among sales teams.
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Identifying and improving the usability issues.
Project Goal
Solution
"Designing a customizable sales pipeline feature within a lead management platform that empowers businesses to create, modify, and manage multiple sales pipelines tailored to their unique needs and workflows".
Discovery
Designing an effective customizable sales pipeline wasn’t just about adding flexibility—it was about understanding how sales teams operate in the real world. Businesses managing multiple services or products needed a solution that adapted to their unique workflows, not the other way around. By diving into their challenges, priorities, and the dynamic nature of sales, I crafted a pipeline that minimizes administrative friction, keeps teams organized, and ensures they can focus on closing deals without breaking their flow.
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Research Goals
We wanted to Identify common challenges and pain points in the current lead management and sales pipeline processes.Also Understand the specific requirements of business owners when managing multiple products or services.
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Research Methodologies:
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User Interviews
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Competitive Analysis
User Interview
For the customizable sales pipeline feature, our product already had well-established personas and foundational user data. Given this existing framework, my primary focus was on connecting with users to gather specific insights and requirements for the new feature.
Collaborating closely with the Product Manager (PM) and research team, I conducted user interviews to understand their pain points, needs, and expectations, ensuring that our design solutions were directly aligned with user requirements and business objectives.
I mapped out the research plan, followed by my research interview questions. Here’s what I wanted to hone in on:
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Boots on the ground learning about apps users are utilizing to track or note their EQ / mental health.
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Higher Understanding of how users identify their emotional state
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Deep dive into the motivations behind users learning about EQ and their mental health.
Important Interview Takeaways
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Managing multiple products or services within a single pipeline is cumbersome and often leads to disorganization
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Major challenges include difficulty in tracking leads, managing stages, and customizing pipelines to fit specific business needs.
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Customisation is crucial, with users expressing a strong need for customizable stages, fields, and workflows tailored to different products or services.
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The ability to create multiple pipelines for different business units or product lines is a high priority.
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Current single pipeline lead to inefficiencies, such as poor visibility into lead status.
Competitive Analysis
Persona & Empathy Map
Empathy Map
User Flow
Designing with a Purpose
To ensure the customizable sales pipeline wasn’t just a generic lead management feature but a truly adaptable tool, I mapped key user flows—how sales teams configure pipelines, how leads progress through customized stages, and how the system adapts to varying business needs. This helped identify critical touchpoints where customization improves efficiency, ensuring businesses can tailor their sales journey without friction.
Early Sketches
Iterate, Refine, Evolve
Before committing to a final design, I explored multiple ideas through rapid sketching and low-fidelity wireframes. This iterative process allowed me to test different structures, refine key interactions, and evolve concepts based on user needs. By embracing early experimentation, I ensured the final design was both intuitive and adaptable.
Solution Design
Designing with Impact
After numerous iteration and design reviews with stakeholders and design team, we developed several visionware concepts to test with staff and owners. We also presented these concepts with champs (early access customers), receiving positive feedback on the overall experience and UI.
Improved Navigation With Dashboard
The new dashboard and improved sales pipeline design
offers quick access that saves lot of time and features compared to old pipeline:
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Easy navigation through multiple pipelines.
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Seamlessly access, manage, and add pipelines directly from the dashboard.
Dashboard for seamless Navigation
In this user-centric approach to managing sales pipelines. The newly designed dashboard empowers users to effortlessly create and navigate multiple sales pipelines from a single, intuitive interface. These enhancements aim to streamline workflow efficiency and enhance user control over their sales processes.
Simple and New Pipeline Design with more features
The new pipeline design simplifies the user experience, making it easier to create and manage sales pipelines. Enhanced with additional features, this design ensures greater flexibility and control, allowing users to customise their workflows to better suit their business needs.
Edit , Delete and shuffle the stages
Enhanced design allows users to easily edit, delete, and rearrange stages within their sales pipelines. This flexibility ensures that the pipeline can be tailored to meet evolving business needs, providing a dynamic and customizable workflow management solution.
Key Takeaways
Challenges
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To make a huge effort in prioritisation when creating an MVP.
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Incorporating feedback from various users and stakeholders into a cohesive design was challenging, as it involved balancing diverse opinions and priorities.
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Developing a customizable sales pipeline feature that was flexible yet intuitive for users required addressing the complexity of varying user requirements and preferences.
Learnings
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The effort of keeping it simple can make a difference in the final outcome, starting form flowcharts up to the prototype experience designing in a consistent way can truly help speed up the whole process.