An outdated CRM tool was hindering sales performance and revenue.
Sales performance on the platform had been declining for over a year, with fewer customers converting into paid subscribers and a drop in subscriptions sold.
85%
Incomplete Outreach
Salespeople were reaching out to only 85% of their assigned leads each day, leaving potential customers unattended.
800
Expiring Leads per Week
Around 800 leads were expiring each week before being contacted, resulting in missed chances for conversions.
~970K
Missed Annual Revenue
The first two factors resulted in 970k of missed revenue opportunities from potential subscription sales.
Conducted 7 user interviews and had some interesting insights.
Main research goals:
What drives the users? Understanding their goals and motivations.
How do they work? Mapping out their daily workflow.
How does the platform fit in? Identifying how they use it to accomplish tasks.
Key Learnings:
Sales is an incentive-driven job. Motivation is key.
Users were primarily driven by their targets and incentives, influencing how they approached their work.
Manual Workarounds
Every user maintained a separate Excel sheet to track follow-ups, indicating that the platform didn’t fully support their workflow.
Workflow Misalignment
Users prioritized follow-ups from previous days, but the platform pushed fresh leads to the top, creating inefficiencies.
01
View daily leads on the platform
02
Prioritize leads and sort leads based on their status and likelihood to convert
03
Research and review lead information to personalize the sales pitch
04
Pitch and sell subscription plans according to the lead’s fitness goals
Simplified User Journey
Providing real-time performance insights for users to increase their motivation.
Making structural changes to align the platform with the users' workflow.
Exploring data visualizations to show users' performance data
Users don't have the time. Make it simpler.
Exploring alternate designs - drawing inspiration from fitness tracking apps
Reimagining the task page - the most frequently used part of the tool.
Have the full list of leads and the associated details & actions on the same page for a faster workflow.
The daily lead assignment averaged 60+ per user, making this structure too lengthy and overwhelming.
Allowing users to prioritize and focus on one task at a time.
From the users’ perspective, all assigned leads were equally important and had to be catered to, which would make this structure a hassle.
LEARNINGS FROM USER TESTING
Sales is already stressful.
Users need a seamless, low-learning curve solution.
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.
FINAL SOLUTION
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.
Details about the customer and an action center to call the customer.
Customized subscriptions plans for customers that can be shared during the sales call.
Allowing users to create bookings on behalf of the customer during the call.
A call trail of all previous customer interactions.
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.
87% Reduction in lead expiry rates
Every lead would get expired in 30 days 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.
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.
