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A Sales CRM for Reaching Out to Prospects

Client Leadzone.dk
Tags Sales, CRM, Email
Role Product Designer
Time 6 months

Kick-off

There was an initial idea of making a CRM system for cold outreach. The client was already using a tool for reaching out to customers through gmail which he had used with success, but with a few issues that could be improved, which sparked ideas for a creating a new CRM system that solved these issues. Therefore there was already an existing tool and a problem to work with. Before challenging the idea a simple blueprint was visualised in order to have a shared understanding of what the application would do.    

The Target Persona

To understand who we were building the product for a simple persona was visualised. The client was himself in the audience, so I asked him to describe someone he knew like himself who the product would be relevant for. The reason for doing this was to understand the clients hypotheses about the product before doing any research. Obviously the client was already paying for an existing tool which provided him value, so this was already an initial proof of business. The client told as well that he’d already shown the existing tool to people in his network who started using the tool and got value out of it.   

Understanding competitors strengths and weaknesses 

Understanding the closest competitors would help understanding how they solved similar problems and which solutions they came up with. This helped me as a designer to better understand how a solution could be looking like and also which strengths and weaknesses the competitors had. The three main competitors are Hubspot, Pipedrive and SalesForce. In order to understand the competitors more than 1000 of their reviews on G2 was analysed in aggregate where examples representing the most common reviews was visualised to compare the different competitors Strengths and Weaknesses.

Identifying Leadzone’s opportunities and threads

 

Because Leadzone did not exist yet the competitors strengths and weaknesses was used to identify potential opportunities and threads for Leadzone in the CRM market. There was many different themes showing both what customers liked and disliked from the three nearest competitors. The most common themes is here visualised.

#1. Opportunity: Users need integration with Outlook and Gmail to ensure high deliverability, with the same email editing experience, so the sent mails looks professional. 

#2. Opportunity: Users need an interface that are simple to use, easy to configure, which at the same time does not require a team of specialists to setup. 

#3: Opportunity: Users need a fast performance where interface responds quickly and do not freeze or are delayed when using it.

#4. Opportunity: Users in the audience love templates, automations and in general things that saves them time. They are looking for quick results. 

#1. Thread: Users in the audience are price sensitive and if the price is to high it might refrain them from getting it. 

#2. Thread: It might be hard to compete on performance, CPU and loading timeswhen product maturity is not on the same level.

#3 Thread: It might be hard to compete on customization option the competitors have.

#4 Thread: It might be challenging delivering a email client experience which is as good as Gmail and Outlook. 

Synthesising User Research into Design Vision 

“Leadzone’s CRM for reaching out to prospects automates cold outreach through seamless integration with Gmail and Outlook to ensure high deliverability, while being simple to use and easy to get started with”

User Flow

Mapping out user flows of different use cases has helped identifying and defining problems, pain-points, and improvements that could be redesigned to enhance user experiences in reaching their end-goal. Based on the user flow, I had proposed several solutions to improve it’s current user experiences by: A. Reducing the number of steps required to start a party, B. Redesign functionalities that are more visible and discoverable, and C. Enhancing user feedback by disabling and enabling certain features and functionalities to indicate individual states to users.

Branding

After much deliberation, we settled with the name Leadzone, pronounced “Leadzone”. It was memorable, simple. I dusted off my old logo design skillset and got to work. I chose green as our primary colour to reflect trust/reliability and, for our secondary, light black. The name was inspired by Warzone, where you are also in a zone looking for something like you are in the salesworld where you are looking for prospects to close.  

Component Library

After much deliberation, we settled with the name Leadzone, pronounced “Lead Zone”. It was memorable, simple. I dusted off my old logo design skillset and got to work. I chose green as our primary colour to reflect trust/reliability and, for our secondary, light black. The name was inspired by Warzone, where you are also in a zone looking for something like you in the salesworld are looking for prospects to close.  

Iteration 0.0 – Login flow

First thing first – the registration flow was the highest priority in order to start capturing leads through the landing page. 

Iteration 0.1 – Email inbox

The email client was the core of the product and therefore the first epic being worked at after user logs in.

Iteration 0.2 – Importing leads

First thing first – the registration flow was the highest priority in order to start capturing leads through the landing page. 

Iteration 0.3 – Importing leads

First thing first – the registration flow was the highest priority in order to start capturing leads through the landing page. 

Iteration 0.4 – Pipeline

First thing first – the registration flow was the highest priority in order to start capturing leads through the landing page. 

Iteration 0.5 – Coming soon!

I’m currently updating my portfolio… More content will come soon… Feel free to contact me if you can not wait, then I will give you a personal demo of my projects. 🙂