An internal CRM sales tool redesign that improved the lead expiry rate by over 87% 🚀

An internal CRM sales tool redesign that improved the lead expiry rate by over 87% 🚀

An internal CRM sales tool redesign that improved the lead expiry rate by over 87% 🚀

COMPANY OVERVIEW

Cultfit is a fitness tech company in India with 5M+ monthly active users that offers digital and offline experiences. 

Cultfit is a fitness tech company in India with 5M+ monthly active users that offers digital and offline experiences. 

Cultfit is a fitness tech company in India with 5M+ monthly active users that offers digital and offline experiences. 

PRODUCT OVERVIEW

Telesales is an internal CRM tool used by the sales team within the company to grow and support their subscription base of 1M+ paid customers.

Telesales is an internal CRM tool used by the sales team within the company to grow and support their subscription base of 1M+ paid customers.

Telesales is an internal CRM tool used by the sales team within the company to grow and support their subscription base of 1M+ paid customers.

TEAM
  • 2 Engineers

  • 1 Product Manager

  • 1 Product Designer (me)

  • 2 Engineers

  • 1 Product Manager

  • 1 Product Designer (me)

  • 2 Engineers

  • 1 Product Manager

  • 1 Product Designer (me)

ROLE
  • Led the end-to-end design process for the redesign of the product

  • Conducted user engagement sessions to identify core pain points.

  • Partnered closely with engineering to align on technical feasibility and negotiated trade-offs.

  • Led the end-to-end design process for the redesign of the product

  • Conducted user engagement sessions to identify core pain points.

  • Partnered closely with engineering to align on technical feasibility and negotiated trade-offs.

  • Led the end-to-end design process for the redesign of the product

  • Conducted user engagement sessions to identify core pain points.

  • Partnered closely with engineering to align on technical feasibility and negotiated trade-offs.

THE PROBLEM
THE PROBLEM

An outdated CRM Tool was hindering sales team from maximizing lead conversions and revenue.

An outdated CRM Tool was hindering sales team from maximizing lead conversions and revenue.

An outdated CRM Tool was hindering sales team from maximizing lead conversions and revenue.

At the time, Telesales, like many internal tools, had not been updated since its initial launch. As the company scaled, the tool struggled to meet the evolving needs of its users. More critically, the sales team reported a decline in sales performance, revealing deep inefficiencies in the tool's design and functionality. This decline was reflected across three key performance indicators:

At the time, Telesales, like many internal tools, had not been updated since its initial launch. As the company scaled, the tool struggled to meet the evolving needs of its users. More critically, the sales team reported a decline in sales performance, revealing deep inefficiencies in the tool's design and functionality. This decline was reflected across three key performance indicators:

At the time, Telesales, like many internal tools, had not been updated since its initial launch. As the company scaled, the tool struggled to meet the evolving needs of its users. More critically, the sales team reported a decline in sales performance, revealing deep inefficiencies in the tool's design and functionality. This decline was reflected across three key performance indicators:

Low Task Completion

Low Task Completion

Low Task Completion

Each potential customer (lead) was assigned as a task for the users to call and engage with. However, only 85% of these tasks were being completed daily, far below the target of 100%.

Each potential customer (lead) was assigned as a task for the users to call and engage with. However, only 85% of these tasks were being completed daily, far below the target of 100%.

Each potential customer (lead) was assigned as a task for the users to call and engage with. However, only 85% of these tasks were being completed daily, far below the target of 100%.

High Lead Expiry Rates

High Lead Expiry Rates

High Lead Expiry Rates

Leads on the platform expired within 48 hours if not contacted, resulting in approximately 800 expiring leads per week. This high expiry rate represented missed revenue opportunities.

Leads on the platform expired within 48 hours if not contacted, resulting in approximately 800 expiring leads per week. This high expiry rate represented missed revenue opportunities.

Leads on the platform expired within 48 hours if not contacted, resulting in approximately 800 expiring leads per week. This high expiry rate represented missed revenue opportunities.

Reduced Conversions

Reduced Conversions

Reduced Conversions

As a result of the above two metrics, fewer leads were converted into paid subscriptions.

As a result of the above two metrics, fewer leads were converted into paid subscriptions.

As a result of the above two metrics, fewer leads were converted into paid subscriptions.

RESEARCH
RESEARCH

Understanding the Users.

Understanding the Users.

Understanding the Users.

Before designing solutions, I needed to step into the shoes of the users. Being an internal tool, I had the opportunity to embed myself in their world, gathering insights through interviews and observations.

Before designing solutions, I needed to step into the shoes of the users. Being an internal tool, I had the opportunity to embed myself in their world, gathering insights through interviews and observations.

Before designing solutions, I needed to step into the shoes of the users. Being an internal tool, I had the opportunity to embed myself in their world, gathering insights through interviews and observations.

KEY LEARNING 1

KEY LEARNING 1

It's All About Incentives.

It's All About Incentives.

It's All About Incentives.

Sales is a goal-driven job, and for these users, achieving targets and earning monetary rewards were the biggest motivators. The tool lacked features that showcased progress, leaving users unengaged and unmotivated.

Sales is a goal-driven job, and for these users, achieving targets and earning monetary rewards were the biggest motivators. The tool lacked features that showcased progress, leaving users unengaged and unmotivated.

Sales is a goal-driven job, and for these users, achieving targets and earning monetary rewards were the biggest motivators. The tool lacked features that showcased progress, leaving users unengaged and unmotivated.

KEY LEARNING 2

KEY LEARNING 2

A Disjointed Workflow.

A Disjointed Workflow.

Through my conversations with users, it became clear that there was a significant disconnect between their actual workflow and how the platform supported it. Two key issues emerged during this process:

Through my conversations with users, it became clear that there was a significant disconnect between their actual workflow and how the platform supported it. Two key issues emerged during this process:

Through my conversations with users, it became clear that there was a significant disconnect between their actual workflow and how the platform supported it. Two key issues emerged during this process:

Every user relied on a separate Excel sheet to track their follow-up leads❗

Users began their day by tackling follow-ups from previous days. However, the platform's task table prioritized fresh leads, forcing users to track follow-ups manually in Excel.

Users began their day by tackling follow-ups from previous days. However, the platform's task table prioritized fresh leads, forcing users to track follow-ups manually in Excel.

Users began their day by tackling follow-ups from previous days. However, the platform's task table prioritized fresh leads, forcing users to track follow-ups manually in Excel.

Lack of context❗

Key details about leads were hidden behind clicks. Users wanted some more information upfront to make quicker decisions and plan their calls effectively.

Key details about leads were hidden behind clicks. Users wanted some more information upfront to make quicker decisions and plan their calls effectively.

Key details about leads were hidden behind clicks. Users wanted some more information upfront to make quicker decisions and plan their calls effectively.

REDESIGN GOAL 1
REDESIGN GOAL 1

Motivate the users.💪

Motivate the users.

I approached the redesign in phases, with the first phase focused on addressing motivation. By providing users with clear visibility into performance metrics directly tied to their incentives, we aimed to create a more engaging and rewarding experience. The platform tracked 7 different KPIs to evaluate user performance. However, to keep things focused and actionable, I narrowed this down to the three metrics most directly tied to the users' incentive structure. Each metric was linked to daily targets, making it crucial to display users’ progress toward these goals in a way that was easy to scan and understand.

I approached the redesign in phases, with the first phase focused on addressing motivation. By providing users with clear visibility into performance metrics directly tied to their incentives, we aimed to create a more engaging and rewarding experience. The platform tracked 7 different KPIs to evaluate user performance. However, to keep things focused and actionable, I narrowed this down to the three metrics most directly tied to the users' incentive structure. Each metric was linked to daily targets, making it crucial to display users’ progress toward these goals in a way that was easy to scan and understand.

I approached the redesign in phases, with the first phase focused on addressing motivation. By providing users with clear visibility into performance metrics directly tied to their incentives, we aimed to create a more engaging and rewarding experience. The platform tracked 7 different KPIs to evaluate user performance. However, to keep things focused and actionable, I narrowed this down to the three metrics most directly tied to the users' incentive structure. Each metric was linked to daily targets, making it crucial to display users’ progress toward these goals in a way that was easy to scan and understand.

The feedback from the users prompted me to revisit my approach and explore alternative designs. I drew inspiration from fitness tracking apps like Google Fit and Apple Health, which use simple, intuitive visualizations to keep users engaged with their goals. By incorporating clear progress indicators paired with numerical data, I created a visualization system that users found both motivating and easy to comprehend.

The feedback from the users prompted me to revisit my approach and explore alternative designs. I drew inspiration from fitness tracking apps like Google Fit and Apple Health, which use simple, intuitive visualizations to keep users engaged with their goals. By incorporating clear progress indicators paired with numerical data, I created a visualization system that users found both motivating and easy to comprehend.

The feedback from the users prompted me to revisit my approach and explore alternative designs. I drew inspiration from fitness tracking apps like Google Fit and Apple Health, which use simple, intuitive visualizations to keep users engaged with their goals. By incorporating clear progress indicators paired with numerical data, I created a visualization system that users found both motivating and easy to comprehend.

REDESIGN GOAL 2
REDESIGN GOAL 2

Aligning the Platform with User Workflow.

Aligning the Platform with User Workflow.

The next major focus was on tackling workflow inefficiencies, particularly on the task page—the most frequently used part of the tool.

The next major focus was on tackling workflow inefficiencies, particularly on the task page—the most frequently used part of the tool.

The next major focus was on tackling workflow inefficiencies, particularly on the task page—the most frequently used part of the tool.

Exploration 1
Exploration 2

Learning from feedback

When I gathered feedback from the users, I learned that they didn’t want something radically different. Working in a high-stress environment like sales, users needed a tool that required minimal learning and adjustment time, while effectively simplifying their tasks.

Understanding this, I pivoted to design solutions that respected the existing structure of the CRM. I focused on providing more contextual information within the familiar layout, ensuring that the tool enhanced their workflow without introducing unnecessary complexity.

When I gathered feedback from the users, I learned that they didn’t want something radically different. Working in a high-stress environment like sales, users needed a tool that required minimal learning and adjustment time, while effectively simplifying their tasks.

Understanding this, I pivoted to design solutions that respected the existing structure of the CRM. I focused on providing more contextual information within the familiar layout, ensuring that the tool enhanced their workflow without introducing unnecessary complexity.

When I gathered feedback from the users, I learned that they didn’t want something radically different. Working in a high-stress environment like sales, users needed a tool that required minimal learning and adjustment time, while effectively simplifying their tasks.

Understanding this, I pivoted to design solutions that respected the existing structure of the CRM. I focused on providing more contextual information within the familiar layout, ensuring that the tool enhanced their workflow without introducing unnecessary complexity.

Exploration 3
FINAL DESIGNS
FINAL DESIGNS

The New Task Page

The New Task Page

I chose a design direction that struck the perfect balance between minimizing development time and effort while meeting the users' needs based on the feedback gathered. By incorporating minimal changes and preserving the existing structure, the design made it easier for users to accomplish their tasks efficiently. Additionally, it provided a way to reduce users' dependency on external tools like Excel sheets.

I chose a design direction that struck the perfect balance between minimizing development time and effort while meeting the users' needs based on the feedback gathered. By incorporating minimal changes and preserving the existing structure, the design made it easier for users to accomplish their tasks efficiently. Additionally, it provided a way to reduce users' dependency on external tools like Excel sheets.

I chose a design direction that struck the perfect balance between minimizing development time and effort while meeting the users' needs based on the feedback gathered. By incorporating minimal changes and preserving the existing structure, the design made it easier for users to accomplish their tasks efficiently. Additionally, it provided a way to reduce users' dependency on external tools like Excel sheets.

The New Details Page

The New Details Page

The new details page was a significant improvement, providing users with comprehensive information about each customer. It included various widgets designed to support users during their interactions.

The new details page was a significant improvement, providing users with comprehensive information about each customer. It included various widgets designed to support users during their interactions.

The new details page was a significant improvement, providing users with comprehensive information about each customer. It included various widgets designed to support users during their interactions.

IMPACT
IMPACT
16.5% Increase in lead attempts

Lead attempts is the number of tasks that the users complete out of the total assigned tasks. Previously the percentage was at 85% and it was increased to 99% after the redesign.

Lead attempts is the number of tasks that the users complete out of the total assigned tasks. Previously the percentage was at 85% and it was increased to 99% after the redesign.

Lead attempts is the number of tasks that the users complete out of the total assigned tasks. Previously the percentage was at 85% and it was increased to 99% after the redesign.

87% Reduction in lead expiry rates ✅

Every lead would get expired in 48hrs if the lead was not attended by the user. Previously, the number of expired leads was at ~800 per week across all users, and it reduced to ~60 per week post the redesign.

REFLECTIONS

REFLECTIONS

You don’t always have to think outside the box. Sometimes, the solution lies within.

You don’t always have to think outside the box. Sometimes, the solution lies within.

As designers, there’s a natural tendency to aim for bold, out-of-the-box solutions that showcase creativity and innovation. I’ve always been enthusiastic about experimenting and pushing the envelope when it comes to design. At the start of this project, I was eager to do the same—to deliver a groundbreaking solution that would prove my creative worth. This project taught me that impactful design isn’t always about radical, eye-catching changes. Sometimes, it’s about careful iteration and making targeted improvements that solve real pain points. It gave me firsthand insight into the balance between innovation and practicality—an invaluable lesson that has shaped my design approach since.

As designers, there’s a natural tendency to aim for bold, out-of-the-box solutions that showcase creativity and innovation. I’ve always been enthusiastic about experimenting and pushing the envelope when it comes to design. At the start of this project, I was eager to do the same—to deliver a groundbreaking solution that would prove my creative worth. This project taught me that impactful design isn’t always about radical, eye-catching changes. Sometimes, it’s about careful iteration and making targeted improvements that solve real pain points. It gave me firsthand insight into the balance between innovation and practicality—an invaluable lesson that has shaped my design approach since.

As designers, there’s a natural tendency to aim for bold, out-of-the-box solutions that showcase creativity and innovation. I’ve always been enthusiastic about experimenting and pushing the envelope when it comes to design. At the start of this project, I was eager to do the same—to deliver a groundbreaking solution that would prove my creative worth. This project taught me that impactful design isn’t always about radical, eye-catching changes. Sometimes, it’s about careful iteration and making targeted improvements that solve real pain points. It gave me firsthand insight into the balance between innovation and practicality—an invaluable lesson that has shaped my design approach since.

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© 2024 Sudarshan Vasudevan

© 2024 Sudarshan Vasudevan

© 2024 Sudarshan Vasudevan