Pipedrive offers a CRM platform designed to streamline sales processes. Their software helps manage leads, track deals, and nurture customer relationships, offering features like lead capturing, pipeline management, and sales forecasting. It's tailored to improve sales efficiency and customer interactions for businesses.
I worked within the Leads tribe, focusing on the initial sales phase. Pipedrive's strong focus on both product development and customer needs contributes significantly to its success as a business. In a relatively short period, me and my teammates successfully delivered key features that customers had long been eagerly anticipating for the Leads Inbox.
User experience designer
User interface designer
Voice of customer
Initially, we sorted through about three hundred responses collected over the last quarter to understand what our customers wanted most. We prioritized the features that were mentioned the most and would benefit our customers the most.
At the same time, we conducted an in-app survey and received over two hundred additional responses specifically about Leads Inbox, lead generation, management and nurturing.
We also analyzed our competitors to understand how they handle lead-related areas, looking at their lead options, features, and connections to other functionalities.
Following that, my partner-in-crime PM (also Filip) and I scheduled roughly 20 calls with customers from either the Voice of Customer or our survey pool. Out of those, we conducted 16 interviews, gathering valuable feedback and validating our hypotheses. Our approach was conversational, engaging customers beyond just strict question-and-answer sessions. Some of the questions we posed included.
What does your whole sales process looks like?
How and for what do you use Leads Inbox?
What do you the most of the time in Leads Inbox?
What would make your life easier if we had it in your Leads Inbox?
What you don't like about Leads Inbox?
How did you work before and after you started using Leads Inbox (Pipedrive)?
From the feedback we gathered, a prevalent area emerged – our clients lacked certain features available across the Pipedrive ecosystem, particularly within the Deals section. Following a prioritization session, we aimed to introduce these functionalities to our users:
Bulk conversion from leads to deals.
Group emails capable of reaching multiple contacts associated with the lead.
Enhanced lead-to-deal conversion and vice versa, ensuring all relevant customer information remains intact to prevent loss.
Ability to merge duplicated leads.
Option to mention colleagues in lead notes.
After defining the scope, I quickly began designing the features, leveraging the robust design system in place and the fact that certain components and functions were already set up within the Pipedrive ecosystem.
After delivering this mission, we noticed a notable increase in NPS. Additionally, we experienced a significant decrease in churn rate, signifying improved customer retention. Most importantly, these enhancements led to a substantial increase in the active user base, demonstrating the positive impact of the UX changes.
Reduced churn rate
More active users in Leads Inbox
While researching, we discovered that certain customers were repurposing Deals for managing Leads, which was a significant revelation. This insight helped us pinpoint the major gaps in the relationship between Leads and Deals.