Dynamic Forms Creator

LeadSquared’s Form Designer Tool lets admins create smart, customizable forms to capture lead and opportunity data. From simple signup forms to complex, multi-step workflows with required fields and activities, it fits any team or process.

LeadSquared — Sales Execution CRM/Marketing Automation
UX Design • B2B SaaS • 2018 - 2019

Understand Brief
Research
Define
Ideate/Prototype
Iterate
Handoff

Understanding the Brief

LeadSquared’s form designer helps the account administrator to create intelligent forms to capture lead and opportunity data that’s relevant to their departments, products, or processes.

The existing version of the form creator tool was developed to address a limited set of use cases i.e Single Entity Form. However, as the organization grew and acquired more clients, the business use cases became more complex, demanding a more complex tool that could cater to the majority of use cases.

It lacks certain important form creation functionalities such as (a) the ability to create leads, opportunities, activities, and tasks in the same form, (b) Provision to create single-step and multi-step forms, and (c) Provision to customize sections, tabs, sub-forms and fields.

This results in multiple disconnected workflows for a single form setup for a single use case, increasing time spent and introducing inefficiencies across the process.

Here are the key artifacts identified from the project brief.

Problem Statement

LeadSquared’s form designer lacks advanced form creation features required for complex business use cases, limiting workflow efficiency and costing time.

Success Metrics

One of the important KPI was Setup Completion Time, i.e., tracking the time taken to create a complex form from scratch and assigning it to multiple sales workflows

Existing Pain-points

Lacks the ability to create leads, opportunities, activities, and tasks in the same form.

Unable to create single/multi step forms

Cannot customise sections, tabs, sub-forms and fields.

    1. As a user, I want to create opportunities, activities, and tasks within a single form, so that I can streamline my workflow without switching between multiple interfaces.

    2. As a user, I need the ability to design both single-step and multi-step forms, so that I can tailor the data entry process based on the complexity of the task.

    3. As a user, I require the option to customize sections, tabs, sub-forms, and individual fields within a form, so that I can configure forms to match my specific business processes and data requirements.

  • Finance
    1. Create separate forms or processes for different loan products.
    2. Customize the KYC collection process.
    3. Use sub-forms to collect specific background information.

    Education
    1. Build entire application forms for schools, colleges, etc.
    2. Capture information related to different educational interests.
    3. Show and hide fields based on a lead’s course preferences.

    Real Estate
    1. Create rental application forms to capture a potential buyer’s eligibility.
    2. hain together multiple forms to collect buyer information.

    Others
    1. If a vendor is dealing clothes, capture type of clothing (raw material, stitched, semi-stitched, etc.), age groups, gender etc.
    2. If a vendor is selling appliances, capture type of appliances, used/new, warranty

Project Goal

To understand the form creation user journey, and revamp the creator tool serving the mentioned use cases, eliminating pain points and enhancing the over all user experience of the feature.

Success Metrics

To understand the form creation user journey, and revamp the creator tool serving the mentioned use cases, eliminating pain points and enhancing the over all user experience of the feature.

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