LeadWeb: Navigating Business Growth with a Comprehensive SaaS Lead Management Solution

UX/UI Case Study


Its an application that allows you to manage all leads from the palm of your hand. This platform will help you to map all queries or leads which you are getting from your various digital campaigns present over multiple social media platforms (like Facebook, Twitter)

Team (10 Participants)

I worked as a UX Designer, with it there was a Design Lead, Project Coordinator, Dev Lead, Front-end Dev, 2 Hybrid developer, 2 Back-end dev, and a Quality Analyst.

My Role

I partnered with the Project Coordinator and Dev Lead to gather and understand all requirements by which we can translate competitive analysis, user information, business goals and user needs into user flows, wireframes, detailed designs, and prototypes. For this, we had done discovery sessions (Sprint 0) for 10 days.
I was part of ideating the design strategy along with creating the wireframes and implementing the visual design for the product.
I worked closely with developers to deliver solutions and resources for final production.
I also carried out QA and Usability testing within the team to ensure the development and design are on the same page at every stage in the process.


Nov 2019 — Present


Sketch (Wireframing & Visuals)
Invision (Prototyping)
Zeplin (Sharing design assets)
Jira (Project Management)
Pen, Paper (Everything else)


Design process

STEP 1 .1 — Understanding Requirments

Stakeholder Interview (Qualitative Research)
We had done multiple interview sessions with our client to understand this product, his vision, challenges, problems, their competitors, their business goal and so much stuff, which helped us a lot for our further proceedings.


After doing multiple discovery session with the client we get clarity on these things —
What they are expecting from us?
They are looking for a Hybrid app through which, lead management process can be done more efficiently and most of the leads will get converted, and their sales will increase.
Here the word Lead signifies — on Facebook and other social media platforms we have seen some ads, and when we click on them it shows us sort of forms, where we need to fill some information about us, this information then reach to the lead management team, and then they connect with us to convert that lead.
Lead generation ads on Facebook
Their Current Practice
They are currently using some other portal name lead owl to accomplish this task, but they are not able to manage their leads in a proper way.
Problems they are facing
Through their current portal, they succeeded to connect their portal with social media platforms, but still, they are facing some problems which are
They didn’t get track of all new lead notification and their status.
They cant add multiple employees under one owner.
The lead management process is quite complicated in the current flow.
The current portal is quite expensive, with very fewer features.

STEP 1 .2 — Primary Research

User Survey (Quantitative Research)

In this, I had shared a questionnaire form with our client and requested him to fill this and share this with his partners and some of their users. So that I can get to know more about their users.


What are the goals of an organization through this system?
Who is their target audience?
For which age group we are designing this system?
What are the current practices, which organizations follow to collect leads? What are the challenges they are facing to do the same?
What are the pain points organizations currently have?
Timely communication to lead that comes in from marketing and a way to effectively communicate with them fast enough.
What are the problems we are solving through this system?
Who are your main competitors?
What makes you different from your competitors?
Which industry you are targeting after healthcare?
Which country region we are targeting?

Insight & Findings

I got few responses on that survey form, as per them I categorized it in multiple categories as per the question so that they can be easily understood, and data can be easily used for further process.
Organization owner data
Organization employee data

STEP 1 .3 — Secondary Research

Competitive Analysis

After I gathered all the information I needed in order to move into the next phase of the process, I came across their competitors that are already in the market and which client shared with us. We wanted to dig deeper and enhance the new features that came along the way and compare them with what’s already out there. This helped us compare our product to the industry level.

STEP 1 .4 — Study & Evaluate Data

User Persona

As per the finding which I got through our qualitative and quantitative research I created user personas.
Organization owner persona document
Organization employee persona document

STEP 2.1 — User flow

User Flow

Organization Owner User Flow
Organization Employee User Flow

STEP 2.2 — Lo-Fi Wireframes


STEP 2.3 — Branding & Visual References



Mood Boarding


STEP 2.4 — Visuals Design


Lessons learned

To crack the home screen design we created a lot of screens which were more visually beautiful and appealing but we chose the current layout because it was solving the problem that we had on our plate.
Often we get attached to our designs and think that what we had designed is “the solution” and forget to validate and iterate it. But the real solution to the problem is the one that works functionally and aesthetically well.

What’s next?

We suggested a few more things to the client during calls but due to budget constraints, we didn’t include them in MVP. Maybe we can add those things in a later phase.
Some of the suggestions we gave were:
Creating a Landing page
AI Chatbot
Create integration at the owner level.

Thanks for reading!

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