LeadKraken
Overview
LeadKraken is a white label software that helps marketing agencies nurture leads and generate more appointments for their clients.
Integrating external software solutions via APIs for a seamless user experience, LeadKraken automates and personalizes online communication.
Role
UX & UI Design: Research, information architecture, sketching, wireframing, styleguide, prototyping & usability testing
Year • Location
2021 • Frankfurt a. M., Germany
Research
Started the process by conducting five interviews with agency owners, which gave us the main goal for the project.
Client audits showed that most leads are lost because they do not have the resources to do a timely and adequate follow-up on the leads generated by their marketing agencies. Interviews with the CEOs showed that most prefer agencies to take over the entire lead generating and nurturing process.
Continued our learning by doing focus groups, which confirmed our thesis that customers identified online communication as slow and non-personalized. User interviews showed the desire for a simplified appointment-making process and online personal advice as an intermediate step before the on-site consultation.
Competitor analysis revealed pertinent information about market saturation, business opportunities and best practices.
Personas
Developed three personas, with this being the most important one as most agency owners we talked to fit this profile:
Requirements
Based on research and personas, those were our requirements:
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Capable of automating and personalizing the follow-up process on different channels.
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Integratable with software that is already used in the existing lead generation / nurturing process.
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Easy to use with no or short training period and visual interface.
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Meets the requirements of the GDPR.
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Focus on building an MVP and keep adding user-requested features after rollout.
Information Architecture & Flow
Part of the process was outlining key features:
Creating Flows not only for the users of the software (marketing agencies) but also for the leads that are being contacted using LeadKraken was crucial in defining technical requirements.
Agency owners can build the automation based on their needs. For example, when and how often leads are contacted, what channels are being used and how personalized the messages are.
After a lead is added to the LeadKraken CRM, a personalized automation starts:
Wireframes
I used basic wireframes created using Figma to gather first feedback from stakeholders, developers, and future users.
Wireframes for the automation building process.
Usability Tests
User testing was an iterative process that was conducted at every milestone of the project to identify the biggest pain points in the current version.
These regular usability tests helped adapt the product to later users, and we gradually implemented additional features.
Conclusions
Research was essential for this project’s success and by applying different methods, we managed to get a wide range of perspectives, which resulted in personalized features.
We are currently in the process of expanding the functions and simplifying the onboarding process for new agencies.
Testimonial
"Jana is an amazing UX Designer capable of leading the design on a project from beginning to end. She is thorough in her research and great at communicating her ideas and solutions. She was essential for prioritizing the features we needed to build for our MVP."
Martin Martinel, CEO LeadKraken
