Leadsquared | Karthick Portfolio

* Disclaimer: Some of the details in this case study may be vague to protect the client's intellectual property as it's under a Non-disclosure Agreement. Some design elements have been changed from the original.

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Company

Leadsquared is a SaaS CRM platform that streamlines sales, marketing, and onboarding automation for enterprises worldwide. Currently, LeadSquared is helping over 2000 companies across 40 countries to enhance their sales efficiency.

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My Role & Team

I contributed to the end-to-end product design process for Entity Distribute Application with a team consisting of

1 Group Product Manager
3 Product Manager
3 Designer
10 Software Engineers

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Design Methods

User Research
Competitor Research
Brainstorming
Information Architecture
Wireframe
Design & Prototype
User testing

Sneak Peak

Problem Statement

Customers were unable to increase their sales due to a high volume of enquiries, making it difficult to reach every prospect within the turnaround time.

Problem Breakdown

Quick view of design solution

Entity Distribute Application

Entity Distribute is a Marketplace application in Leadsquared that automates lead distribution based on the sales executive's location, language, product knowledge, and role without the need for manual intervention by sales admins.

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Customer Demographics

India
USA
UK
Africa
Australia
Indonesia

Target users

Sales Manager
Senior Sales Executives
Junior Sales Executives

Collected Datas

Business Use cases from all customers.
Pain points of each user personas.
Requests for additional features that can add value to their business.

Customer Interview

Before conducting a customer interview, I collaborated with the Customer Success and Support teams to gain insight about their requests and basic problems.

Competitors research

The sales managers are spending a significant amount of time assigning customer enquiries to salespersons manually.

Sales executives often receive irrelevant customer enquiries due to the high volume of enquiries they handle.

After receiving enquiries, sales managers are spending more time manually allocating them based on location and product.

Junior sales executives are unable to provide in-depth product information due to a lack of training on the customer's side.

Information Architecture

After analyzing and brainstorming with the product team, I presented some ideas through sample sketches. Once we finalized the design solution, I created an information architecture to organize key functionalities and optimize user flow.

How we resolved

Wireframe ideas

Created multiple version of Wireframe to visualize the IA in a tangible form and facilitate discussions with stakeholders and team members.

Insights from research

This research helps us identify gaps in existing solutions and opportunities for innovation by understanding which features are most valued by B2B customers and how these can address their pain points. From the competitor analysis, I identified strengths, weaknesses, and opportunities to bring a unique value proposition and innovative features.

Competitors do not have an inbuilt lead distribution application with a weightage option.
Can target a broader audience by marketing as a marketplace application.
Not all use cases are covered by a single competitor's application.

Insights

Integrate automation by adding categories and rules.
Introduce allocation weightage, and weekly quota based on sales executive's experience.
Assign leads based on login and shift timing.
Create a waitlist to store leads so that idle sales executives can manually pull the leads.

What we can bring

Create Category

Name the category as per the requirement add users based on skills or sales group and set weekly or monthly quota for the category.

Add Users

Add sales executive users based on their skills, known language, product knowledge, and region.

Category List

The Category List table will display a list of categories that have been created.

Create Rule

Name the rule as per the Lead source such as Landing Page, Email Campaign enquires, Facebook ads, etc.

By creating a rule, application will segregate the enquires based on created rule which will reduce manual sorting time.

Assign Weightage

Sales Managers can assign weightage based on the category user's experience such as high weightage for seniors and low weightage for juniors and it will help to maintain a balanced load among all sales executive and it will increase the sales target for each users.