App Design: Lead Management and Analytics
Centralizing lead management for retail networks
date and role
Principal designer and led product design strategy
2021-present
summary
We needed to break the mold of content management and focus on our value proposition: creating a native, cross-platform lead management experience tailored specifically to the needs of a retailer and regional sales managers.
I created a centralized experience to manage leads across brands’ decentralized distribution networks, built from a whole new perspective while maintaining the brand’s established look/feel. I got to work, bringing out updated design methodology that would still resonate with our target users.
challenge
How do you break the mold while making it feel familiar? Balancing the old with the new was a giant challenge. The brands the company serves are very traditional and prefer more traditional approaches for design.
When you only cater to your current market, how can you expand your potential market? This in particular was where I had to find my footing: bringing in new perspective while honoring the users I served.
solution
Through a lot of competitive research and reevaluating industry trends, I developed journey maps using existing personas to simplify the experience to its core parts and developed wireframes.
From wireframes to high-fidelity prototypes, we ended up with two designs that we began to test internally. A winner prevailed, and from there we continued to iterate. We found a good proof-of-concept that brought a refreshed take of a PowerChord experience to , and brought it to stakeholders to review and got the greenlight to continue with the live prototyping demo with early adopters.
results
The project is still ongoing and while the standalone app is currently on pause, we’re looking to continue testing and integrate some of the features into our current application.
From those we’ve spoken to already, the demoable prototype delighted potential early adopters with a desire to get the standalone product in their hands.
