Supercharged Productivity of Sales Teams using LeadSquared CRM
Project Timeline
Jun 2022 - Jun 2023
Role, Company
Senior UX Researcher, LeadSquared
Company Overview
LeadSquared is a B2B Sales CRM and Marketing Automation platform that helps businesses capture, manage, and convert leads efficiently.
It is widely used by high-velocity sales teams across industries such as EdTech, Financial Services, Healthcare, and Real Estate to streamline workflows, automate processes, and close deals faster.
The company achieved unicorn status in 2022 and set its next goal: to become the market leader in its space.
Problem Statement
I was hired as a Senior UX Researcher to tackle both a business and UX challenge—enhancing the productivity and efficiency of sales users.
This was critical because the primary users—sales executives—relied on LeadSquared daily to manage customer data and actively sell their company’s products and services. Their ability to meet and exceed conversion targets was directly tied to how efficiently they could operate within the platform. For them, every second counted. Their success was directly tied to their company’s growth, and in turn, to LeadSquared’s success and ambition to become the market leader.
Solution
Over the next year, I led a comprehensive research strategy, discovered 3 high-impact problems and delivered 3 simple and effective solutions to solve them.
Inline-Editing
Edit lead details directly in the main table, eliminating extra steps
Photo of notebook-based EV entry and exit logging at a charging station 📓
Photo of notebook-based EV entry and exit logging at a charging station 📓
Key Contribution
Identified productivity leaks in the CRM with a comprehensive research strategy and simplified UX workflows with 3 new features — Inline Editing, Tabbed Navigation and Quick Lead Navigation
