LeadPro
PROJECT TYPE: Academic
DURATION: 10 weeks
TEAM: Solo Project
MY ROLE: UX Researcher, UX/UI Designer
TOOLS: Figma, Adobe Suite, Canva
OVERVIEW:
Tasked with completing a 10 week capstone project, I created LeadPro a web application that helps marketers understand the lifetime value of a lead. I utilized my skills in UX Research, design thinking, wireframing, user testing prototyping.
The Problem Space
Digital marketers are unable to effectively determine the right budget for lead generation in businesses. Marketers are unable to efficiently analyze the LTV (Lifetime Value) of their leads.
It can take hours every week to calculate exactly how many or which leads turned into $$$.
The Goal: Marketers will be able to track every lead, every dollar, & every lead generation path to purchase in a single user-friendly report, without the headaches and long hours stuck in spreadsheets.
What We Know
61%
According to According to HubSpot's State of Inbound report, generating leads and traffic is the top marketing challenge for 61% of marketers
27%
A study by TrackMaven found that only 27% of marketers believe they are effectively measuring the impact of their digital marketing efforts
41%
According to the State of Pipeline Marketing Report, only 41% of marketers believe they can effectively measure marketing ROI, indicating the difficulty in accurately assessing the long-term value of leads
My Assumptions
Businesses, especially small and medium-sized ones, struggle with calculating cost per lead accurately.
Obtaining lead generation data from various sources and integrating it can be very time intensive and confusing.
There is a gap in the market for cost-effective platforms that calculate revenue per lead broken down by source.
Methodology
User interviews conducted in person and via zoom.
Participant Criteria:
Age: 20 or older
Occupation: Career in marketing and/or sales
Required: Working currently for a online business
Ideal: 3+ years marketing experience
Interviews
"If I am not optimizing lead generation investments,,,than what am I doing?”
Grant Johnson
"I have downloaded and tried many cost per lead templates but for one reason or another they don’t end up working"
Paula Ramos
"Real-time insights are crucial"
Myra Martin
Hypothesis
I hypothesize that small to medium-sized businesses struggle with accurately calculating their cost per lead, hindering their ability to optimize marketing and sales efforts.
I will know this is true if the majority of my interviewees agree that they struggle with calculating cost per lead and if they would benefit from a solution.
3 out of 3 interviewees confirmed this hypothesis
Affinity Mapping
Here is a snapshot of the affinity mapping process from our interviewees responses.
Pain Points
"I don't know where to begin"
"There is no real way to get real time data analysis to then be able to implement"
"I often dont know which leads are most valuable"
"It is difficult to create great marketing strategies when I cant calculate what is most valuable."
Top Themes
"If I am not optimizing lead generation investments…than what am I doing?
" I am no data scientist"
"It can be tricky to determine the exact value of a lead and assess its long-term impact on revenue"
"Tools that exist are incredibly expensive"
Motivations
"Real-time insights are crucial"
"allowing us to make data-driven adjustments"
"Measuring success for lead generation campaigns"
"Marketers need to know the LTV (lifetime value)"
Complicated
It is complicated for marketers to figure out the ROI (return on investment) and LTV (lifetime value) of leads.
"Clients trust me to make informed decisions"
"You want to identify the channels that have the best ROI"
"Understanding the effectiveness of lead generation efforts is essential"
Behaviors
"Generating a high volume of leads just for numbers"
"Marketing budget allocation depend on what works. What works gets more money put toward it"
Expensive
The tools that currently exist to calculate the LTV of a lead are only used by MM companies who can afford them.
"I don't know where to begin"
"I have downloaded and tried many cost per lead templates but for one reason or another they dont end up working"
How might we help marketers who drive leads understand the lifetime value of those leads?
User Persona
After conducting interviews with participants, I have compiled their insights, along with secondary research, into a primary user persona. When solving problems in the future, we can refer back to our persona to maintain focus on the preferences and requirements of our user base as a whole.
User personas are essential in design and development processes as they provide a clear understanding of the target audience, enabling teams to design user-centric products or services that meet their specific needs and preferences.
Meet Sandra
Name: Sandra Sanchez
Age: 34
Occupation: Digital Marketer, Mid-Size Edtech Company
Location: San Francisco
"Marketing is the foundation for everything. Without marketing you can’t drive new business.”
Bio
Sandra has been in the digital marketing space for over 10 years. She started her first gig at a large computer software company (Oracle). Then after 4 years she left with a colleague who recommended a start up education tech company. She is head of digital marketing now but still struggles with putting a number on how much a lead is worth, especially considering all the lead sources her EdTech company has.
Pain Points
- Not knowing which lead magnets are worth promoting
- Not knowing what to do with the massive amount of data she has in RAW formats
- Does not understand what leads are driving higher LTV
Behaviors
- Goes to marketing and tech conferences at least 1 time a quarter to stay up on trends.
- Works hard and wants to be a great mentor
Goals & Motivations
- To be "Data Driven" in her marketing efforts
- She wants to grow the businesses she is employed at
- As technology evolves to have a solution that is easy to use.
Personality Traits
Creative | Analytical | Communicative | Detail-oriented | Strategic | Leader | Reflective
User Stories & Epics
Core Epic & User Story
I have chosen these as my core epic and epic story because they embody several core traits that align with the personas values, goals, and pain points. Sandra emphasizes the understanding of the lifetime value of the leads she acquires, recognizing the importance of measuring the effectiveness and profitability of her marketing efforts. Furthermore, she seeks a solution that can present her data in an easily analyzable format, as she is frustrated with the current lack of a streamlined process to assess her leads' potential and allocate resources accordingly.
By prioritizing these traits, Sandra can aim to optimize her strategies, save both time and money, and ensure that her marketing decisions are based on data synthesized for maximum impact.
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I want to gather complete information about what customers buy and how they interact, so I can figure out how valuable my leads are over time
I want to connect my lead generation efforts to revenue, so I can see how much money each lead brings in and find out their overall value.
I want to study how customers behave and engage with my marketing, so I can find ways to increase their value to my business.
I want to group my leads based on submission form type, so I can understand the value of different forms.
I want to figure out how often my leads make purchases on average, so I can estimate how valuable they are over time.
I want to keep track of how many customers I retain, so I can calculate how long they stay with me and how much they're worth to my business.
I want to gather feedback from my leads, so that I can find out how I can make them happier and more valuable to my business.
I want to identify the most important moments in the customer journey that contribute to the value of my leads, so that I can make the most of those moments.
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I want to create a system that scores my leads based on their potential value, so that I know which ones to focus on first.
I want to measure how satisfied and loyal my leads are, so that I can see if that affects how valuable they are to me.
I want to know where my leads come from, so I can focus on the channels that bring in the most valuable leads and improve my marketing there.
I want to compare how much it costs to acquire each lead with how much they're worth to me, so I can see if my marketing campaigns are profitable.
I want to analyze how many leads stop being customers, so I can figure out why and take action to keep my valuable leads from leaving.
I want to compare how valuable leads are from different marketing channels, so I can spend my budget wisely and focus on the channels that bring in the most profitable leads.
Core Epic
Data Gathering & Analysis
Core Epic Story
I want to connect my lead generation efforts to revenue, so I can see how much money each lead brings in and find out their overall value.
Task Flow
I made a task flow that shows the steps for building the application. It helps us know which screens to create first. The diagram follows the user, Sandra as she uses the application, so you can see how everything fits together. It's a helpful tool for deciding what parts of the app to work on first and making sure we consider the user's perspective throughout the process.
User Story: I want to connect my lead generation efforts to revenue, so I can see how much money each lead brings in and find out their overall value.
User Experience Map
User Experience Mapping is a method that uses storytelling and visuals to shows a users experiences. By telling the story from the user’s perspective, we gain valuable insights into Sandra’s current complete experience. This approach helps us understand the various touch points and interactions that Sandra has , allowing us to identify areas for improvement and create a more satisfying overall experience for her.
UI Inspiration
During my research, I explored a diverse range of websites for inspiration, with a specific focus on marketing technology web applications. I paid particular attention to websites that incorporated modern details, simple yet impactful design elements, simple, intuitive, and user-friendly typefaces. These design elements caught my attention because they can contribute to a modern, visually appealing, and user-friendly web application.
Sketches
Sketching is crucial for UX designers as it allows for quick and iterative exploration of ideas, facilitates effective communication and collaboration, and helps to identify opportunities for improvement.
Wireframes
I took my sketches and created lo-fidelity wireframes. Lo-fi wireframes are important as they provide a simplified visual representation of the user interface, allowing for rapid prototyping, testing, and iteration without getting caught up in unnecessary details.
User Testing
I conducted two rounds of user testing, with five participants in each round, where they were assigned five tasks to complete successfully. While the users were able to accomplish the tasks, there were still areas identified for improvement. In the following diagrams, you can observe the initial prototype (version one) on the left and the updated version (version three) on the right.
Final Wireframe Design
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Login Page
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Dashboard
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Lead Sources Page
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Modal (Lead Sources Page)
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Lead Analysis Page
Brand Development
Moodboard
To initiate the brand development process for LeadPro, I carefully compiled a list of adjectives that evoke positive emotions and resonate with the users, taking into account their pain points, motivations, and behaviors.
Describing Words:
Insightful
Cutting-edge
Actionable
Predictive
Informative
Comprehensive
Vibrant
Adaptive
User-friendly
Scannable
Modern
Simple
More A than B:
More simple than confusing
More cutting-edge than mediocre
More predictive than incalculable
More adaptive than stagnant
More modern than dated
More user-friendly than non-intuitive
Typography
I chose roboto type face because it is modern, sleek, and versatile. It is a sans-serif typeface that is easily legible and simple. Which is great for numbers and data sets.
Color
We want Leadpro to be a brand known for being vibrant, making data simple and exciting!
I choose a color palette that is lively and spirited.
Wordmark
I started with just a blank piece of paper and pencil to see what I come up with. I saw similar themes, a more simple, modern and geometric look with a bold typeface.
UI Library
I organized all the elements utilized in the application, including icons, buttons, botanical elements, and spacing details, using the "atomic design system." This system encompasses atoms, molecules, organisms, templates, and pages, all working together harmoniously to establish a cohesive and efficient design system.
Grids
Atoms
Atoms
Molecules
Organisms
Login Page Template
Dashboard Page Template
Lead Sources Page Template
Modal (Lead Sources) Page Template
Lead Analysis Page Template
High Fidelity Design
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Login Page
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Dashboard
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Lead Sources Page
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Modal (Lead Sources Page)
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Lead Analysis Page
So, How Much Money is a Lead Worth?
Find out by clicking the button below to see the entire prototype.
Marketing Website for LeadPro
My process for creating the marketing website for LeadPro I refined my moodboard by taking selected images, adding typography, icons and setting the vibe. I want the vibe of LeadPro to be inviting, vibrant and easily comprehendible.
Key Learnings
User testing is crucial for optimizing your app. Recognizing that each person has their own unique way of interacting with technology, observing how individuals engage with your app provides invaluable insights.
Setting a time line and scaffolding the work over their allotted amount of time is crucial to a well rounded project.
Planning out your time allows you more opportunity to reflect and refine.
Ask a LOT of questions in every aspect of the design process. The more you know the better the outcome!
Next Steps
Prototype | Research, sketch and build out more pages.
Animations | Add more features and animations/interactions.
Developer | Talk with a web developer to walk through possibilities.
I will begin an accessibility audit to ensure everything is up to WAG AAA compliance and make changes as needed.
Build out the Profile and settings page. I would also like to have the graph on the Lead Analysis page be changeable to a bar or line graph. So the user has another way to look and analyze the data.