Allergan Aesthetics • Allē
Lead Management
Empower 8200+ Allergen providers with a well-designed and easy to use lead management tool that facilitatesactionable leads and patients that will help grow their practice.
Overview
Through a comprehensive discovery effort involving surveys, interviews, and user research, the team uncovered significant variation and inefficiencies in current lead management practices across providers. The initiative seeks to transform lead handling from a disjointed, manual task into a seamless, automated, and insight-driven process that aligns with providers' actual workflows and conversion behaviors.
Timeline
18 months (30+ sprints)
The Team
Designer, PM, Engineers*9, TPM, UX researcher, PMM*2
My Role
Senior Product Designer
The Problem
Despite the availability of leads through the Allē platform, the majority of providers struggle with lead conversion due to:
Users Don’t Know
Providers cannot easily identify lead status or prioritize based on customer lifecycle, such as expiring offers or referral potential.
Users Don’t Use
Only 30% of leads are contacted within the first 5 hours—despite research showing an 80% drop in conversion if delayed beyond an hour.
Users Don’t Care
35% of users already utilize their own CRM systems to manage leads and are reluctant to invest additional effort in adopting a separate tool.
Results After 30+ Sprints
Prototypes
- Enable a location manager to view all leads across all locations.
- Search for a lead based on name, phone number or emails.
- Iterated downloading experiences.
Process
Design fast, test fast, iterate fast in a rapid agile environment.
Discover + Quick Iteration
Discovered opportunities from data and stakeholders. Updated the UI to gain quick impacts.
Interview + Pivot Solutions
Ran surveys and user interviews to have deeper understandings. Pivot solutions afterwards.
Validate + Futher Iteration
Iterated download experiences after validating with users.
Discover from Data
By analyzing user behavior in FullStory and gathering input from various stakeholders, I identified several low-hanging fruits for quick, impactful improvements.
Quick Wins
I simplified the CTA design from complex interactions to intuitive actions, reducing user confusion and improving responsiveness on mobile devices.
User Interview
I partnered with a UX researcher to initiate a survey, collecting responses from 149 participants and over 8,000 emails to uncover core user needs. I also overcame internal constraints to drive the product team’s first-ever user interviews, which surfaced an unexpected insight that ultimately shifted our business direction.
Pivot Solutions
Contrary to our initial assumptions about UI confusion, the primary pain point for users—especially larger providers—was the lack of functionality for monitoring leads across multiple locations. This gap significantly contributed to the low engagement with our location-level pages.
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Validate
After multiple design explorations, I tested prototypes with a UX researcher and validated that most features were effective. However, I uncovered that the core need for providers using the lead page was the ability to 'download' data—rather than interact with tables or side trays.
Further Iterations
To enhance the download feature, I investigated how users utilize the data post-download to determine visual priorities. I also incorporated engineering feedback to adapt the designs based on technical constraints.
Handoff Files
I prepared multiple handoff files tailored to stakeholders across legal, marketing, and engineering. Each design was carefully crafted to be pixel-perfect and account for all edge cases. I also recorded Loom videos to clearly communicate the problem we’re solving and ensure cross-functional alignment.
Full Deck
Curious about the twists and behind-the-scenes stories from development? I’d love to share more in my case study presentation.
