Dynamic Forms Creator
Owned the UX and interaction design for LeadSquared’s Form Designer Tool, enabling admins to create smart, customizable forms for capturing lead and opportunity data — from simple sign-up forms to complex, multi-step workflows with required fields and activities, adaptable to any team or process.
LeadSquared — Sales Execution CRM/Marketing Automation
UX Design, 2018
Post bachelors in 2018, I joined the UX industry as a Researcher/Designer at LeadSquared. During my time, I worked on the design of several core CRM features and also developed a strong understanding of the sales funnel business model. I got mentored by the product and UX lead, and made sure I delivered impactful UX solutions.
Project Overview
• Role: UX Designer
• Sector: B2B SaaS CRM
• Year: 2018
• Impact: +11% Setup completion rate
• Key KPI: -42% Reduced form creation time
• Stage: Implemented
Summary
LeadSquared’s form designer tool helps the account administrator to create intelligent forms to capture lead and opportunity data that’s relevant to their departments, products, or processes. The form can range from complex multi-step processes with over 15 input fields, required steps, and various task/activity fields, to something as simple as a signup form.
The old version was initially developed to address a limited set of use cases. However, as the organization grew and acquired more clients, the business use cases became more complex, demanding a more complex creator tool that could cater to the majority of use cases.
Problems Addressed
(a) Ability to create leads/opportunities/activities/tasks in the same form.
(b) Provision to create single-step and multi-step forms.
(c) Provision to customise sections, tabs, sub-forms, and fields
(d) Scheduling tasks for users
My Contribution
(a) Understanding Challenges
(b) Performing Research
(c) Wireframing Solutions
(d) Rapid Prototyping
(e) High Fidelity Design
(f) Usability Testing
Impact
The tool was successfully integrated into the CRM platform and remains in use to this day. One of the key KPIs measured was Setup Completion Time, i.e., tracking the time taken to create a complex form from scratch and assigning it to multiple sales workflows, and my solution improved the Completion Time by 11%.
fig. Forms Creator Tool, creators can visually preview how the final form will appear to end users, establishing transparency & reducing the learning curve
Feature Highlight
The forms creator wasn’t just a manual “form creator tool”; we packaged it with a “process designer tool” to automate form initiation in the entire CRM sales funnel.
Clients could use the process designer tool to set up a sales funnel for their campaigns and link forms to specific steps, deciding when and where users should fill them out.
fig. Process Designer Tool, creators can define where in the sales funnel the form should appear