ActiveProspect is a small start-up in downtown Austin that provides technology & expertise for lead acquisitions. When I joined the team, I was tasked to simplify the workflow for their main application, LeadConduit. The application was designed by a talented development team – leading to a highly complex workflow management for inbound leads. But with power comes great responsibility. Their client success team became the main user of the tool and had to set-up and manage each client lead funnel. Needless to say, they needed a simpler tool for their DIY users to reduce overhead.
Routing is not a new concept, but it can be a very complicated process. While we had direct competitors, few had the power LeadConduit provided. I started with an in-depth competitive review but quickly realized I needed to look at other industry’s modals to find comparative tool complexity. Research was key. We knew our focus was on the DIY customers but didn’t want to lose the system potential. My research reveal a key discovery - many of the flows across client accounts were trying to do the same things. I refocused my time on designing simpler libraries and templates.
The entire team was co-located in the Austin office allowing me to have direct daily access to the development and success management team members. This made collaboration a breeze. After learning the complexity of the tool, I worked on the new design for a simplified funnel and routing too that allowed users to select products easily and use and predefined customizations, leaving the complexities of the system invisible in the background.