Leads Management Tool Redesign

Jun 2019 - July 2019 | 4 Sprints
Project Overview
The leads dashboard is one of the most frequently used tool by brokers on Ten-X platform. While as the leads list becomes long, it's hard to navigate and focus on the buyer with the highest potential. My goal is to redesign this tool to make it more efficient to use.
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My Contributions
Role: Led the design of the whole product cycle
Team: 1 PM, 2 Data science, 2 Engineers
Status: Under development
Result: Average session time was decreased by 20%

Problem

The leads list in dashboard becomes long and difficult to navigate. It's important to redesign the leads management tool to helps brokers and sellers focus their time & energy on people with the highest likelihood of buying their assets.

Solution

The solution to this problem falls into four parts. The new table for clear data display, the new leads scoring & sorting system for prioritization, the new drawer for scanning information.

Research

In order to figure out the user problems while using the leads management tool, a UX workshop was conducted to fully understand the pain points and the work flow. I facilitated the workshop by coming up with interview questions.

Problem #1

" It's hard to focus on the leads list, the page is busy and distracting. "

Above shows the current leads management tool. This page consists of 2 parts, the property information on the top, and the leads list. From the research I found there're 3 major issues causing this problem:

- The property info takes up so much space, leaving less space for the main content display.
- The items display in the column cannot meet the needs
- The row height is not optimized  for browsing.

Design

I began by experimenting the layout with a goal of creating a clear information architecture, emphasizing the leads table.

The one on the right was chosen after discussing with the design team. By creating layers, the leads table is easier for browsing. Also, the CTAs are grouped together in a clear way.

After deciding the layout, I started making sure the items shown in each column to meet the broker's requirements. In the research workshop, one of the activities was to rank the items according to the importance.

Then with the idea of what to show in the table column, I came up with an initial solution.

To reach here, I've tried the table with different row hight and background as shown below. After comparing, I figured the 50 px height with no zebra is the best.

Evaluate

I tested this new table layout with users, and I found out a needs for the quick data entry. As one typical use case is to update the data as the call campaign goes. Then I added this ability in the final design.

Final Design

The final design for this problem contains a refreshed layout with clearers information architecture, at the same time, the new design enables a more efficient way of the data input.

Problem #2

" As the leads list becomes really long, I don't have a straightforward way to find the leads with the highest potential "

The second problem found in the research is that it's hard for sellers to focus their time & energy on people with the highest likelihood of buying their assets. There's a need to do the leads ranking based on the specific criteria.

Design

I started the design process from brainstorming with PM to come up with ideas. 2 solutions came into our minds: the score ranking & the visual chart.

The strength of the score ranking is that this is the straightforward way to show who is more qualified. While the benefit of the visual chart shown above is that people can get information based on multiple criteria.

Then I tried three ways of the visual representation. I finally chose the second circle because of two reasons:
- The weight of the circle can show the importance of the criteria
- It's visually clean and intuitive

Evaluate

As a brand new feature, it's important to do the concept testing to evaluate. Among 5 users, 3 of them expressed their interest in this new chart, saying this definitely can support the decision for witch one to focus first. While, I also figured that the number can be used too since number is always the most straight forward way.

Final Design

To elevate the top prospective buyers, and push down the stale or less likely candidates, the final design incorporates both the score algorithm and the visual chart. The chart appears when hovering on the number.

Problem #3

"It's hard to input leads status and findings during call campaigns in this expanded row."

As shown above, one typical use case for brokers is entering details/notes during or following a call, and scoring the lead’s interest level. However, users can not do this daily work efficiently based on the current design, it' distracting. Also, users need to click on each row to expand, it's hard to get an overview and compare.

Design

With a goal of supporting efficient call campaign efforts with concise display of data relevant to conversation with a buyer, and ability to quickly input status, I began the design by trying to leverage the power of the drawer components.

There're two options: to have the drawer always fixed on the right or side in and out as needed. Finally we moved forward with the fixed option since I found that users kind of like the ability to compare information as they switch between leads.

Then I came up with three designs with different layout. After getting the feedback from internal design team, I found that the first one provided the Cleaner layout to improve focus on the current task.

Final Design

Other Improvements

Besides, to help brokers gain insights from the data visualizations, I redesigned the current chart to help brokers understand it easier and quicker.

Results

This project is currently under development. While based on the data from the user testing, the average session time was decreased by 20%. Users can definitely do more in less time. Also, 4/5 brokers expressed their interests in utilizing the score ranking algorithm to help them find the buyer with the highest potential.

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