Lead Management
for New Individual Sales
Lead Management
for New Individual Sales
Lead Management
for New Individual Sales
This phase focused on organizing and optimizing the workflow for sales representatives to efficiently manage leads, prioritize follow-ups, and convert leads into customers.
This phase focused on organizing and optimizing the workflow for sales representatives to efficiently manage leads, prioritize follow-ups, and convert leads into customers.
Lead List
Lead List
Defined the essential information needed for leads (e.g., name, contact info, sector).
Defined the essential information needed for leads (e.g., name, contact info, sector).
Established effective lead statuses to track stages (e.g., “new,” “follow-up,” “closed”).
Established effective lead statuses to track stages (e.g., “new,” “follow-up,” “closed”).
Implemented callback and meeting tracking to ensure no lead was missed.
Implemented callback and meeting tracking to ensure no lead was missed.
Lead Profile
Lead Profile
Identified and designed the detailed information needed for each lead (e.g., preferences, history, and potential).
Identified and designed the detailed information needed for each lead (e.g., preferences, history, and potential).
Created lead history tracking for transparency on every action taken with each lead.
Created lead history tracking for transparency on every action taken with each lead.
Lead Actions Calendar
Lead Actions Calendar
Designed a calendar interface for tracking lead actions (meetings, callbacks, etc.), giving sales reps an organized way to plan their day.
Designed a calendar interface for tracking lead actions (meetings, callbacks, etc.), giving sales reps an organized way to plan their day.
Face2Face
Face2Face
The platform where sales representatives create contracts directly for customers.
The platform where sales representatives create contracts directly for customers.
Conducted customer meetings to observe the sales team's process and pain points.
Conducted customer meetings to observe the sales team's process and pain points.
Redesigned the contract creation flow, making it more intuitive and increasing conversion rates.
Redesigned the contract creation flow, making it more intuitive and increasing conversion rates.
Notifications
Notifications
Defined multiple notification types for follow-ups and interactions.
Defined multiple notification types for follow-ups and interactions.
The complexity of testing these notifications required real data, not simulated, to ensure accuracy and functionality.
The complexity of testing these notifications required real data, not simulated, to ensure accuracy and functionality.
The notifications system went through several iterations, ultimately improving sales follow-up consistency.
The notifications system went through several iterations, ultimately improving sales follow-up consistency.
Research
The primary goal was to understand how sales teams actually sell — from first contact with a lead to closing the deal — so we could design an LMS that supports their natural workflow rather than forcing them to adapt to the tool.
The primary goal was to understand how sales teams actually sell — from first contact with a lead to closing the deal — so we could design an LMS that supports their natural workflow rather than forcing them to adapt to the tool.
User Interviews
User Interviews
20+ sessions with sales representatives, plus main stakeholder interviews to uncover expectations and success metrics.
20+ sessions with sales representatives, plus main stakeholder interviews to uncover expectations and success metrics.
Surveys
Surveys
Sent to the entire sales department to gather broader input on pain points and desired features.
Sent to the entire sales department to gather broader input on pain points and desired features.
Affinity Mapping
Affinity Mapping
Grouped and analyzed recurring insights to identify main pain points and workflow gaps.
Grouped and analyzed recurring insights to identify main pain points and workflow gaps.
System Audit & AS-IS Mapping
System Audit & AS-IS Mapping
Analyzed the old LMS in detail — every data field, button, and workflow — to fully understand existing behaviors and technical limitations.
Analyzed the old LMS in detail — every data field, button, and workflow — to fully understand existing behaviors and technical limitations.
Research Challenge & Key Learning
Initially, my aim was to observe the natural sales process. However, when I met with users, they immediately opened the old LMS and focused on its shortcomings. No matter how I tried to steer the conversation, the existing system was their “natural” — it shaped how they worked.
Initially, my aim was to observe the natural sales process. However, when I met with users, they immediately opened the old LMS and focused on its shortcomings. No matter how I tried to steer the conversation, the existing system was their “natural” — it shaped how they worked.
Lesson learned
Lesson learned
If users are deeply accustomed to a tool, their current process will inevitably be filtered through it. Instead of fighting this, I adapted my approach:
Learned the old LMS inside out.
Used that knowledge to reframe my questions based on their existing habits.
This not only improved the quality of the interviews but also gave me a deep understanding of the business logic behind the workflows.
If users are deeply accustomed to a tool, their current process will inevitably be filtered through it. Instead of fighting this, I adapted my approach:
Learned the old LMS inside out.
Used that knowledge to reframe my questions based on their existing habits.
This not only improved the quality of the interviews but also gave me a deep understanding of the business logic behind the workflows.
AS IS Process: Part of the analysis of every click, data point, and workflow in the old module to understand the existing system, identify inefficiencies, and uncover opportunities for improvement.
AS IS Process: Part of the analysis of every click, data point, and workflow in the old module to understand the existing system, identify inefficiencies, and uncover opportunities for improvement.
Expanding the Research Scope
To ensure the redesigned LMS not only solved internal inefficiencies but also aligned with global sales best practices, I conducted extensive research into sales processes outside of our organization.
To ensure the redesigned LMS not only solved internal inefficiencies but also aligned with global sales best practices, I conducted extensive research into sales processes outside of our organization.
I explored:
I explored:
Sales funnels and conversion frameworks
Sales funnels and conversion frameworks
Sales funnels and conversion frameworks
Lead scoring methodologies
Lead scoring methodologies
Lead scoring methodologies
Lead nurturing strategies
Lead nurturing strategies
Lead nurturing strategies
Multi-channel lead generation
Multi-channel lead generation
Multi-channel lead generation
Best-in-class tracking and reporting standards
Best-in-class tracking and reporting standards
Best-in-class tracking and reporting standards
My goal was to map the entire lead lifecycle — from initial capture through nurturing, conversion, and post-sale engagement — and identify where our LMS could incorporate proven, high-impact practices from other industries.
My goal was to map the entire lead lifecycle — from initial capture through nurturing, conversion, and post-sale engagement — and identify where our LMS could incorporate proven, high-impact practices from other industries.
What this helped me with
This research gave me a broader perspective on how world-class lead management systems operate. It allowed me to identify gaps in our current LMS, justify new features with proven industry practices, and design solutions that could scale beyond our immediate needs
This research gave me a broader perspective on how world-class lead management systems operate. It allowed me to identify gaps in our current LMS, justify new features with proven industry practices, and design solutions that could scale beyond our immediate needs
One of my research boards mapping the full sales process ecosystem from lead generation to post-sale engagement.
One of my research boards mapping the full sales process ecosystem from lead generation to post-sale engagement.
Key Pain Points Identified from Affinity Mapping
Following the user interviews and survey, I grouped feedback into themes using Affinity Mapping.
Following the user interviews and survey, I grouped feedback into themes using Affinity Mapping.
Organizing user and stakeholder insights into themes using affinity mapping, revealing key pain points that guided the redesign of the Lead Management System.
Organizing user and stakeholder insights into themes using affinity mapping, revealing key pain points that guided the redesign of the Lead Management System.
The most critical categories influencing the redesign were:
The most critical categories influencing the redesign were:
1. Performance Tracking
1. Performance Tracking
Managers lacked accurate real-time visibility into sales activity and outcomes.
Managers lacked accurate real-time visibility into sales activity and outcomes.
Reports often misrepresented reality (e.g., counted contracts that weren’t actually new).
Reports often misrepresented reality (e.g., counted contracts that weren’t actually new).
No clear view of employee productivity or deal potential.
No clear view of employee productivity or deal potential.
2. Interaction History
2. Interaction History
No centralized record of all touchpoints with a lead.
No centralized record of all touchpoints with a lead.
Sales representatives couldn’t see what had been discussed previously, leading to repeated or irrelevant conversations.
Sales representatives couldn’t see what had been discussed previously, leading to repeated or irrelevant conversations.
Motivation dropped when encountering leads with multiple failed attempts but no context.
Motivation dropped when encountering leads with multiple failed attempts but no context.
3. Lead Profile
3. Lead Profile
Customer data was incomplete, outdated, or stored in multiple places.
Customer data was incomplete, outdated, or stored in multiple places.
No way to track key people within a company over time.
No way to track key people within a company over time.
Loss of critical information when a sales representative left the company.
Loss of critical information when a sales representative left the company.
4. Reminders
4. Reminders
No automated system for follow-up notifications.
No automated system for follow-up notifications.
Sales representatives relied on personal notes, leading to missed calls and meetings.
Sales representatives relied on personal notes, leading to missed calls and meetings.
Filtering and finding leads requiring action was cumbersome.
Filtering and finding leads requiring action was cumbersome.
5. Filtering
5. Filtering
Limited filtering capabilities — by name, status, or date range.
Limited filtering capabilities — by name, status, or date range.
No easy way to identify leads in specific stages (e.g., on hold, awaiting update).
No easy way to identify leads in specific stages (e.g., on hold, awaiting update).
From Information Architecture to OOUX
After completing the affinity mapping and gaining a solid understanding of user pain points, I began working on the Information Architecture for the LMS. I mapped:
The existing IA of the old system (AS-IS).
A proposed IA (TO-BE) that aligned with user needs and business goals.
Initial user flows based on how I envisioned the optimized system should work.
After completing the affinity mapping and gaining a solid understanding of user pain points, I began working on the Information Architecture for the LMS. I mapped:
The existing IA of the old system (AS-IS).
A proposed IA (TO-BE) that aligned with user needs and business goals.
Initial user flows based on how I envisioned the optimized system should work.
Initial user flows showcasing the redesigned Lead Management System, mapping out the new, streamlined processes to enhance user experience and efficiency.
Initial user flows showcasing the redesigned Lead Management System, mapping out the new, streamlined processes to enhance user experience and efficiency.
A thorough analysis of the existing Lead Management System’s Information Architecture, identifying key inefficiencies and areas for improvement to inform the redesign.
A thorough analysis of the existing Lead Management System’s Information Architecture, identifying key inefficiencies and areas for improvement to inform the redesign.
Challenges
Challenges
The project’s scale quickly became overwhelming, with complex insurance workflows, contract processes, and multiple lead sources. Facing challenges with business analysis, the Product Owner and I took on much of the responsibility to understand the business. Despite our efforts, I felt unsure if I had the full picture, as my user flows started to feel fragmented.
The project’s scale quickly became overwhelming, with complex insurance workflows, contract processes, and multiple lead sources. Facing challenges with business analysis, the Product Owner and I took on much of the responsibility to understand the business. Despite our efforts, I felt unsure if I had the full picture, as my user flows started to feel fragmented.
Discovering OOUX
What might look like a colorful soundwave is actually something far more structured — an Object Map.
What might look like a colorful soundwave is actually something far more structured — an Object Map.
While researching user research and design methodologies, I came across OOUX — Object-Oriented User Experience.
OOUX is a methodology that shifts focus from verbs (actions) to nouns (objects). Instead of designing around “what the user does,” it starts with “what the user interacts with,” deeply defining the objects in the system, their properties, relationships, and potential actions.
While researching user research and design methodologies, I came across OOUX — Object-Oriented User Experience.
OOUX is a methodology that shifts focus from verbs (actions) to nouns (objects). Instead of designing around “what the user does,” it starts with “what the user interacts with,” deeply defining the objects in the system, their properties, relationships, and potential actions.
Extract objects
Identify the key entities in the system.
Define content
List all attributes and metadata for each object.
Map relationships
Show how objects connect and depend on one another.
Assign actions
Determine what users can do with each object.
For a deeper dive into OOUX and its application, you can read my full article on Medium.
For a deeper dive into OOUX and its application, you can read my full article on Medium.
Applying OOUX to LMS
For the LMS, I identified primary objects such as:
For the LMS, I identified primary objects such as:
Lead
Lead
Client
Client
Call
Call
Meeting
Meeting
Number
Contract
Application
Date
Reminder
Company
ID
I then created an Object Map that detailed:
All attributes of each object (e.g., a lead’s source, status, assigned sales representative, conversion probability).
Relationships between objects (e.g., a lead can have multiple interactions, which may lead to one or more contracts).
Actions tied to each object (e.g., update lead status, schedule a follow-up, merge duplicates).
This approach transformed how I viewed the LMS design. Instead of scattered user flows, I now had a clear, interconnected framework that naturally supported complex workflows while keeping the user experience coherent.
I then created an Object Map that detailed:
All attributes of each object (e.g., a lead’s source, status, assigned sales representative, conversion probability).
Relationships between objects (e.g., a lead can have multiple interactions, which may lead to one or more contracts).
Actions tied to each object (e.g., update lead status, schedule a follow-up, merge duplicates).
This approach transformed how I viewed the LMS design. Instead of scattered user flows, I now had a clear, interconnected framework that naturally supported complex workflows while keeping the user experience coherent.
Step 2: Define the content for each object
Step 2: Define the content for each object
Impact on the Project
Clarity
Clarity
Provided a shared language between design, development, and business teams.
Provided a shared language between design, development, and business teams.
Completeness
Completeness
Ensured no essential data or object property was missed.
Ensured no essential data or object property was missed.
Scalability
Scalability
Allowed the LMS to support additional features without breaking the core structure.
Allowed the LMS to support additional features without breaking the core structure.
User Focus
User Focus
Designed interactions that mirrored how sales representatives think about their work — around tangible “objects” rather than abstract steps.
Designed interactions that mirrored how sales representatives think about their work — around tangible “objects” rather than abstract steps.
Starting to ideate
We started by listing all leads and adding priority cues so sales representatives could quickly identify which leads to focus on without opening each profile.
We started by listing all leads and adding priority cues so sales representatives could quickly identify which leads to focus on without opening each profile.
Some of the initial sketches for Lead List
Some of the initial sketches for Lead List
The initial design was tested with users, and the results showed that the many colorful badges and statuses confused them.
The initial design was tested with users, and the results showed that the many colorful badges and statuses confused them.
The horizontal scroll required when displaying all the needed information was not ideal, and we didn't want to clutter the design. We went through several iterations to find a solution.
The horizontal scroll required when displaying all the needed information was not ideal, and we didn't want to clutter the design. We went through several iterations to find a solution.
Final Design
Instead of a table, we transitioned to a list of cards to display leads. This was a more intuitive, flexible layout that addressed the space issue. However, a new challenge emerged: users' screens were small, and displaying complete cards would only show 2-3 leads at a time before they had to scroll.
After testing multiple options, I came up with a compact card layout that allowed users to view many leads at once without horizontal scrolling, keeping the interface clean and functional.
Instead of a table, we transitioned to a list of cards to display leads. This was a more intuitive, flexible layout that addressed the space issue. However, a new challenge emerged: users' screens were small, and displaying complete cards would only show 2-3 leads at a time before they had to scroll.
After testing multiple options, I came up with a compact card layout that allowed users to view many leads at once without horizontal scrolling, keeping the interface clean and functional.
The lead list, containing all necessary information and follow-up actions, refined through multiple iterations.
The lead list, containing all necessary information and follow-up actions, refined through multiple iterations.
The final solution includes:
Compact design for easy viewing of multiple leads
Compact design for easy viewing of multiple leads
Product name on the right, which can be expanded to show the Face2Face button when hovered
Product name on the right, which can be expanded to show the Face2Face button when hovered
Although many teammates were concerned that users might not discover the Face2Face button, I wanted to test this interaction
Although many teammates were concerned that users might not discover the Face2Face button, I wanted to test this interaction
Surprising Outcome
Every user test was successful! When I asked users to "Face2Face this lead," they naturally moved the cursor to the HYS (Health & Wellness Services) section and revealed the Face2Face button without guidance. This was a huge surprise and proved that the design was more intuitive than we initially expected.
Every user test was successful! When I asked users to "Face2Face this lead," they naturally moved the cursor to the HYS (Health & Wellness Services) section and revealed the Face2Face button without guidance. This was a huge surprise and proved that the design was more intuitive than we initially expected.
Redesigning F2F
1. Researching the Old Process
1. Researching the Old Process
I carefully analyzed the old Face2Face process, identifying significant complexities both for the user and the customer. The process involved multiple steps that seemed repetitive and inefficient.
I carefully analyzed the old Face2Face process, identifying significant complexities both for the user and the customer. The process involved multiple steps that seemed repetitive and inefficient.
User Observation
User Observation
To better understand how the sales team interacted with customers, I attended several sales meetings. During these meetings, I observed the sales representatives as they navigated through the existing workflow, which included:
To better understand how the sales team interacted with customers, I attended several sales meetings. During these meetings, I observed the sales representatives as they navigated through the existing workflow, which included:
Step 1
Sales reps would first open the calculator app, simulating the customer’s potential payment and return
Sales reps would first open the calculator app, simulating the customer’s potential payment and return
Step 2
If the customer agreed, they then moved to the application form, where they had to re-enter the same customer information that had already been input into the calculator
If the customer agreed, they then moved to the application form, where they had to re-enter the same customer information that had already been input into the calculator
This led me to a crucial insight:
The process was so time-consuming that sales representatives often asked customers to fill their information on paper during the meeting. Later, when back at the office, they would manually input the data into the LMS.
The process was so time-consuming that sales representatives often asked customers to fill their information on paper during the meeting. Later, when back at the office, they would manually input the data into the LMS.
This was a workaround to avoid wasting time on the multiple steps of the existing process.
This was a workaround to avoid wasting time on the multiple steps of the existing process.
Name
Name
Surname
Surname
Number
Number
Proposing a New Approach
I asked:
I asked:
“Why not merge the calculator into the application form?”
“Why not merge the calculator into the application form?”
This led to a 3-step process instead of the original 7 steps, drastically reducing friction and improving the user experience.
This led to a 3-step process instead of the original 7 steps, drastically reducing friction and improving the user experience.
User’s second step after completing the calculator, and now filling the main information
New Face2Face Process
New Face2Face Process
Step 1 – The calculator was integrated directly into the first page of the Face2Face application.
Step 2 – Users would enter their main information to generate the contract.
Step 3 – Government required questions were asked.
Step 1 – The calculator was integrated directly into the first page of the Face2Face application.
Step 2 – Users would enter their main information to generate the contract.
Step 3 – Government required questions were asked.
By combining the calculator and application form, I reduced the process complexity, making it more intuitive and efficient for both sales representatives and customers.
By combining the calculator and application form, I reduced the process complexity, making it more intuitive and efficient for both sales representatives and customers.
Lessons Learned
Lessons Learned
Quality over quantity – Too many notifications create fatigue, even if well-intended.
Test early, iterate often – Real user feedback is invaluable for fine-tuning interactions.
Balance user needs with business rules – A system that supports, rather than overwhelms, drives adoption and performance.
This experience reinforced the value of simplicity, iteration, and user-centric design when building notification systems.
Quality over quantity – Too many notifications create fatigue, even if well-intended.
Test early, iterate often – Real user feedback is invaluable for fine-tuning interactions.
Balance user needs with business rules – A system that supports, rather than overwhelms, drives adoption and performance.
This experience reinforced the value of simplicity, iteration, and user-centric design when building notification systems.
Design Enhancements & Impact
Revised Calculation Result Design
Revised Calculation Result Design
I also redesigned the calculation result interface, emphasizing the financial benefits to the customer. The new calculator design highlighted how much the customer would win, making the numbers visually appealing and easier to understand. This improvement significantly increased customer satisfaction and provided sales representatives with a stronger tool to close deals.
I also redesigned the calculation result interface, emphasizing the financial benefits to the customer. The new calculator design highlighted how much the customer would win, making the numbers visually appealing and easier to understand. This improvement significantly increased customer satisfaction and provided sales representatives with a stronger tool to close deals.
Business Impact
Business Impact
This streamlined approach not only improved user efficiency but also had a measurable impact on conversion rates. The simplified process allowed sales representatives to focus on engaging customers rather than managing multiple steps, ultimately driving more sales.
This streamlined approach not only improved user efficiency but also had a measurable impact on conversion rates. The simplified process allowed sales representatives to focus on engaging customers rather than managing multiple steps, ultimately driving more sales.
Results of My New Face2Face Design:
Results of My New Face2Face Design:
Reduced time spent on data entry
Reduced time spent on data entry
Reduced time spent on data entry
Decreased process from 7 steps to 3 steps
Decreased process from 7 steps to 3 steps
Decreased process from 7 steps to 3 steps
Eliminated the need for paper workarounds
Eliminated the need for paper workarounds
Eliminated the need for paper workarounds
Improved customer experience with simplified, engaging visuals
Improved customer experience with simplified, engaging visuals
Improved customer experience with simplified, engaging visuals
When Good Intentions Go Wrong
In this phase, we chose to design notifications aiming to improve follow-ups and conversion rates. We sent alerts at three intervals:
15 minutes before,
at the scheduled time
one hour after if no action was taken.
In this phase, we chose to design notifications aiming to improve follow-ups and conversion rates. We sent alerts at three intervals:
15 minutes before,
at the scheduled time
one hour after if no action was taken.
We chose to test it in real-time with real data — rather than simulated data — to capture true user behavior and the real-world challenges of managing notifications.
Only after the first week, one user had received 1,000+ notifications. Eventually, they started ignoring them...
We chose to test it in real-time with real data — rather than simulated data — to capture true user behavior and the real-world challenges of managing notifications.
Only after the first week, one user had received 1,000+ notifications. Eventually, they started ignoring them...
1000 notifications in one day!
1000 notifications in one day!
What we did next:
Reduced notification frequency, focusing on the most critical alerts.
Made callbacks optional, giving sales reps flexibility to prioritize leads.
Result: Notifications dropped to 10–30 per day per user, dramatically improving the user experience and engagement.
What we did next:
Reduced notification frequency, focusing on the most critical alerts.
Made callbacks optional, giving sales reps flexibility to prioritize leads.
Result: Notifications dropped to 10–30 per day per user, dramatically improving the user experience and engagement.
Curious to see more? The LMS journey has multiple phases — each with its own challenges, solutions, and insights. Stay tuned for the next phases, or explore my other projects for more examples of my work.
Curious to see more? The LMS journey has multiple phases — each with its own challenges, solutions, and insights. Stay tuned for the next phases, or explore my other projects for more examples of my work.
Conclusion
The Lead Management System redesign was a multi-year, multi-phase journey that transformed fragmented workflows into a centralized, digital, and user-friendly platform. From lead lists and notifications to Face2Face processes and renewals, each improvement contributed to higher efficiency, better follow-up, and increased conversion rates.
While this case study highlights key phases and lessons learned, there are many more stories and features across the other phases of LMS. For the sake of clarity and simplicity, I’ve reserved these for the next phases in this portfolio.
The Lead Management System redesign was a multi-year, multi-phase journey that transformed fragmented workflows into a centralized, digital, and user-friendly platform. From lead lists and notifications to Face2Face processes and renewals, each improvement contributed to higher efficiency, better follow-up, and increased conversion rates.
While this case study highlights key phases and lessons learned, there are many more stories and features across the other phases of LMS. For the sake of clarity and simplicity, I’ve reserved these for the next phases in this portfolio.
Let’s Connect.
Let’s Connect.