LeadSigma Internship — Shantanu Kashyap

LeadSigma UX Design

May 2021 - August 2021 | 11 Weeks | Summer Internship

I interned at LeadSigma is a B2B SAAS company which has a software which helps close more deals faster by responding instantly to interested customers and/or consistently reaching out to them to close the deal. These were my responsibilities:

1) DESIGNING A SELF ONBOARDING PROCESS
LeadSigma spends multiple hours onboarding each new client and potentially loses the time spent if the client decides not to pay after the free trial period.

- Broke onboarding into 3 parts: Account setup, Walkthrough, Workflow customization
- Tested the chronology of steps involved in each part with users and made changes

2) SOLVING WORKFLOW PROBLEMS
The LeadSigma software as been expanding as new features get added with new user needs. This creates scenarios where either unclear or no workflows exist.

- Redesigned the settings page with flexibility for future expansion
- Created a new list structure with dynamic filters for future expansions
- Created “Task completion” workflow, reports page, and more

3) CREATING MARKETING MATERIALS
LeadSigma sells the software through HubSpot integrations, agencies as well as marketing through emails.

- Created flyers, presentation templates for marketing
- Created infographics and other marketing assets for the company to use

Read more in detail and check out the prototypes below!

Process

Who’s uses LeadSigma?
LeadSigma software is used by service providers/ businesses like orthodontists, HVAC, etc

Research

LeadSigma had one intern working specifically on research. So, I used the existing research from their resources or did some digging myself when necessary.

Limitations: Majority of primary research came from within the company working with the Sales and Customer Success Team.

Ideation

I had to brainstorm as many scenarios and iterate on my ideas during ideation before I prototype.

Limitations: Being a Startup, I was under time constraints and solving problems was more important than polished products.

Designing & Deployment

I started off with lo-fi prototypes to get the idea approved from the team before I went into Hi-Fidelity prototypes. Sometimes, I went straight to Hi-Fi to demonstrate interactions.

I constantly communicated with the dev team to align my design with the back-end structure of the software.

Self Onboarding Experience

At the moment, LeadSigma onboards their customers through multiple rounds of video calls. The video calls require 5-6 man-hours from multiple members of the team and is a significant time commitment/expense for the company.

Since the company offers their software as a free trial for 21 days (which includes personalized onboarding and training sessions), the company has to invest a lot of time in each potential customer.

My job was to turn this into a self onboarding experience to help the company welcome a larger volume of customers without being overwhelmed.

How did it come to be?

I started with redesigning the very first page for signup to be simpler than what they currently had and transitioned into a full fledged account setup experience.

Since it is a free setup, I incorporated informational elements to further “sell” the software to the users. (as it was something I was told to consider)

A lot of discussion with the team went into designing the account setup flow. Based on the research, payment wall was to be avoided for a free trial. After discussions with the CEO (sales background), we agreed with “emphasizing that the users wont be charged now”.

1. Account Setup Workflow

This is the first thing that the user would do when clicking “Start Free Trial” on the LeadSigma.com landing page.
2a Workflow Customization: Inbound

This is the inbound lead workflow customization. This comes after the Account Setup. A user who's priority is to use inbound features of LeadSigma would start with this setup.
2b Workflow Customization : Outbound

This is the outbound workflow customization. Users intending to focus more on the outbound features of the LeadSigma app would start setting this up instead of the Inbound.

Workflow Problem Solving

While I was working on designing the onboarding experience, I was working on side tasks like solving workflow problems in the software. This mostly translated to UI redesigns and conception of some new ideas.

I was able to involve myself in several discussions and find parts of the LeadSigma software which could use some design intervention.

I am very proud that I took the initiative as it translated into ideas which were then deployed within the software.

Here are a few pieces of work:

Settings Redesign

I redesigned the settings page with a perspective of the future proofing as LeadSigma software adds more features.
I drew inspiration from Amazon as they are utility focused. It allowed for an expansive settings page while providing quick access to most used things.
New List of Items in The Software

The LeadSigma software has lists like this one for tasks and for the list of leads in the system. I created this more descriptive yet minimalist design to be easily modified into the leads list.
This also demonstrates the new style of filters.
Easy Follow Up and Task Completion

I led the conception of the easy follow up UI which included redesigning the task page and provided clear ways to communicate with the leads.
I came up with “task complete” interaction to give users more context.
Reports page and Filters

Last major thing I designed was the Reports page. This didn’t currently exist so I designed it from scratch.
This was to help the Customer Success team provide reports to the LeadSigma users on how LeadSigma has been effective for them.

Marketing Graphic Design Work

As someone with a background of working as a part time graphic designer for the past three years, It was in my wheelhouse to help LeadSigma create some fresh looking marketing content.

These ranged from multiple infographics, social media content, ad templates of different types.

I also created templates for Salesforce | Pardot

A Proud Wall of Praise :)

Reflection

Not only did I get to solve problems I got the chance to learn how to keep pushing from LeadSigma's core value of being relentless. I got to provide my thoughts and opinions on things which actually mattered. I really appreciate Scott Hansen welcoming me and encouraging me to be the best me. I felt very much empowered!

I truly enjoyed my time in Kansas City working in person (first "official" job where I drove to work haha) along side the amazing team! Special thanks to Brittney DeWitte for being a such a great friend too! Jarred Porter for always being there! Dominic Struckhoff for your daily questions! Landon Young for providing me the opportunity to intern here! (Loved working with everyone else too that i didn't tag haha)

Hope I get to work with you all again in the future!