Intelligent
Data Collection
LeadSquared’s form designer tool helps the account administrators to create intelligent forms capturing 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.
I led the end-to-end design of this tool at LeadSquared. I conducted user research to identify key pain points, developed wireframes and high-fidelity prototypes for both single- and multi-step forms all within a three-month timeframe.
My Contributions
Understanding Challenges
Performing Research
Wireframing
Prototyping
Visual Design
Usability Testing
KPI
Form Creation Time
Timeframe
3 Months
My Role
UX Designer
Organization
LeadSquared
Year
2018
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 with the existing tool
Step-heavy workflow
Requires selecting a form, opening details, and editing fields individually with no live preview.
Visual Indication
The form editor doesn’t visually indicate editable or configurable areas clearly.
Information Architecture
Major settings (lead stages, activity log, views, etc.) sit in a long vertical menu, making discovery tedious.
Scalability
With more fields, the form list would quickly become long & unmanageable.
The existing tool lacked several key capabilities that limited user flexibility and efficiency. Users could not create leads, opportunities, activities, or tasks within the same form, restricting their ability to manage interconnected workflows seamlessly. Additionally, the tool did not support the creation of both single-step and multi-step forms, which made it difficult to design dynamic, progressive data collection experiences. There was also no provision to customize sections, tabs, sub-forms, or fields extensively, resulting in a rigid and one-size-fits-all structure. Lastly, users were unable to schedule tasks directly from within the form interface, further reducing operational convenience and workflow automation.
fig. Existing Forms Creator Tool
Understanding Challenges
Solution
The new solution introduces a highly flexible and user-friendly form creation experience designed to streamline workflows and enhance productivity. It allows users to create leads, opportunities, activities, and tasks within the same form, ensuring seamless integration across modules. The platform supports both single-step and multi-step forms, enabling teams to design tailored data collection processes based on complexity and use case. Users can fully customize sections, tabs, sub-forms, and individual fields through a drag-and-drop interface, allowing for greater control over layout and data structure. Additionally, the ability to schedule tasks directly from the form empowers users to automate follow-ups, assign responsibilities, and maintain better visibility across operations—all within one unified workspace.
Ability to create leads/opportunities/activities/tasks in the same form.
Provision to create single-step and multi-step forms.
Provision to customize sections, tabs, sub-forms, and fields
Scheduling tasks for users
fig. Users can now create multiple sections within the form and add multiple tabs (steps). Every functionality seamlessly integrated with visual indications for clarity.
Impact
Key KPI measured was Setup Completion Time.
Before Solution: Average time ≈12.4 minutes
After Solution: Average time ≈7.2 minutes
Improvement: 42% faster setup completion
Setup Completion Time is the time taken to create a complex form from scratch, like a user would do ideally during their work hours, and deploy it into multiple sales workflows.
How does this KPI affect the Business?
An Increased Operational Efficiency
· A 42% reduction in setup time means teams can create more forms per day, freeing up resources for higher-value tasks.
· For instance, if a team member previously built 10 forms/day, they can now complete ~17 forms/day, a 70% productivity gain.
· Faster form creation process supports business scaling, enabling fewer employees to handle more work efficiently through role-based and user-specific workflows.
The forms creator wasn’t just a “Form Creator Tool”; we packaged it with a “Process Designer Functionality” to automate form initiation in the entire CRM sales funnel.
Admins 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