Role
Product designer for native & web
(Discovery research to MVP delivery)
Team
Compass CRM Lead Management
The Lead Profile is a prospective client profile containing key information, so real estate agents to prioritize and reach out efficiently and ultimately win their business.
Compass is a brokerage aiming to provide its agents a free E2E platform to facilitate the entire real estate transaction, from prospecting to closing.
Qualitative interviews conducted by myself and UX researcher
Compass CRM lacks essential lead management features, making it difficult for agents to respond promptly to inquiries. Consequently, agents opt to pay for third-party CRMs over using the free Compass CRM.
Agents couldn’t identify high-priority leads to reach out to. This can harm agents, particularly those whose teams rely heavily on external leads, potentially resulting in lost business opportunities.
Insights informing Lead Profile:
Agents can easily access and document crucial information on lead profiles.
Agents can keep track of leads’ activity and target with relevant content.
Other insights:
Agents can create prioritized lists with customizable criteria to manage leads.
Agent teams can distribute leads manually or programmatically.
Agents can create custom stages for their leads and contacts.
How might we create an optimized Lead Profile that empowers agents with key information and ultimately convert more leads to clients?
Objectives
Increase adoption rate of Compass CRM
Help Compass agents convert more leads to clients
Reduce operation costs for Compass agents
Goals during prospecting
Effectively reach out to and build relationships with leads to win their business
Document and review information and needs of leads
Identify and pursue valuable leads effectively
Issues
Lacking customizable fields for leads' information, qualification and next outreach
Hard to differentiate high priority leads from regular contacts due to the identical design
Mobile experience not optimized for prospecting.
Corresponding impact on agents
Agents are unable to prepare and prioritize their outreach.
Agents cannot respond to leads effectively in a timely manner.
Agents cannot quickly get to tasks and notes to stay on top of their responsibilities.
Challenges
Recruitment for research and usability is difficult due to scheduling & UXR bandwidth
No dedicated PM until final delivery phase
Ambiguous scope
Corresponding opportunities
Planned and conducted discovery research within first month at Compass
Collaborated with team to drive and influence product designs
Informed product strategy for broader Prospecting intiative
Collaborated with PM and EM to write initial set of requirements
I referred to competitor CRM lead profiles (Follow Up Boss, Chime) and our agents' Google Sheets to collect common data points agents document on leads.
Competitive analysis on lead management tools
Through a virtual dot voting session with design, research and PM partners, I narrowed down critical data points for agents during the prospecting stage:
High level info: Source, intent, stage, next outreach date
Lead activity: Listings viewed & inquired, communication history
Qualification and next steps: Budget, timeframe, notes, tasks
Preferred and responsive contact methods
Initial mobile sketches
Initial web sketches
Both profiles share many similar elements, but have slightly different information hierarchy to address the different needs for agents when contacting an existing client/network v.s. approaching a prospect.
Context for lead priority and relationship building within header
When a new lead comes in, agents can immediately gain context based on the criteria below:
1A: Who is the lead
Source
Intent (Rent, buy, sell, buy/sell)
Stage (where in process)
1B: When to reach out
Last contact date
Next outreach date
Context for team collaboration and relationship building on Overview tab
2: Tasks help agents and teams, who rely on checklists to cultivate leads, keep track and stay in sync during a fast-paced, initial outreach process.
3: Lead Activity provide info around viewed and inquired listings, and communication history, allowing agents to tailor conversations around a lead’s interest and determine if a lead is worth pursuing.
Documenting & reviewing info about leads, their needs and reliable communication methods
Leads often provide minimal and inaccurate information agents need to review to understand their needs and confirm they are real and worthy to cultivate into clients.
Based on the lead’s intent, agents can simultaneously verify, document and qualify a lead based on their needs and reliable communication methods.
Streamlining the editing experience within mobile
As agents converse with leads, they are simultaneously running around showing listings and meeting with clients, rather than sitting by a desk.
Agents can easily add, update and delete contact methods and their corresponding responsiveness within a modal as they converse. This ensures agents have proper contact methods for efficient outreach and further determine the lead’s legitimacy.
Number of Lead profiles created: manually v.s. auto-generated through third party integrations
% of lead profile fields added and edited: Lead info, notes, preferred & responsive contact methods
Lead conversion rate (into active clients)
CSAT Score (Lead Management)
Lead Profile Enhancements
View upcoming appointments (phone calls, meetings, in-person tours)
Ability to integrate and view agent website lead activity.
Connecting CRM with larger Compass ecosystem
Automatically generating catalog of listings (for buyers) and Competitive Market Analysis (for sellers) based on lead information filled in by agent
Overall Lead Management in Compass CRM
Lead assignment to team members
Optimizing tools for agents to prioritize and manage incoming leads.
