Trueqc
Redesigning Lead Qualification for Effeciency & Scale
Role
Senior Product Designer
Deliverables
Team
1 Product Designer
3 Engineers
Date
2021 - 22 (13 months)
Understanding the context
Trueqc is a lead qualification platform that helps businesses filter and verify potential customers to improve conversion rates. The TrueQC platform was designed as a customer-facing tool to provide businesses with an intuitive interface for managing, analysing and qualifying leads effeciently.
However, before the redesign, TrueQC was primarily used for basic lead verification tasks. The platform's existing features—such as campaign creation, reporting, and credits—were underutilized due to a confusing interface and cumbersome workflows. Users often relied heavily on customer support to complete tasks, leading to high operational costs and lower user satisfaction.
The dashboard's complexity made it difficult for users to manage multiple campaigns efficiently, track performance, or make informed decisions without external assistance. These challenges highlighted the need for a comprehensive redesign focused on usability, efficiency, and scalability.
The Challenge
When I joined TrueQC as the first product designer, the company had already built an MVP, primarily developed by engineers. My initial task was to revamp the website and improve the app’s visuals while keeping the existing user flow intact. Working under tight deadlines, I quickly redesigned the app to give it a more polished and modern look.
However, as we rolled out the updated version, we realized deeper usability issues persisted:
Unclear workflows made task completion difficult.
Clunky navigation led to frustration and inefficiencies.
Users struggled with key features, increasing support queries.
It became clear that a visual refresh wasn’t enough—we needed a more structured, research-backed approach to redesigning the platform. Instead of just improving aesthetics, I led a strategic overhaul, focusing on usability, efficiency, and scalability.
In-App surveys
We conducted short user interviews, surveys, and data analysis to assess user satisfaction and identify friction points in the core workflows. Additionally, we analyzed support tickets to pinpoint frequent pain points.
Interview & User Sessions
To gain deeper insights, we engaged with users via Intercom and private Slack channels, interacting with 15 active users. Additionally, we conducted exit interviews with 10 users who had stopped using the platform to understand their frustrations.
We also reviewed Hotjar session recordings and heatmaps weekly to pinpoint navigation weaknesses and usability bottlenecks. Given the app’s complexity, our initial goal was to resolve the most critical usability issues before tackling deeper feature improvements.
Active customers relied on CSM to complete tasks
Multiple campaigns with similar names, making it difficult to track the activities
Navigation Challenges
Users struggled to find key features, leading to increased support tickets
Multiple members managing the same campaign
Competitve Analysis
This was an ongoing resource present in the research phase for every feature. This specific board served as our first dive into competitors. We centered on analyzing their dashboards and layout to rethink the structure and navigation of our app. We used it to identify strengths and deficiencies at this initial point of contact and as a guide for ideas we could include or pivot.
Site Map & Navigation Structure
We ran tree tests to validate a new navigation structure of the app, ensuring a clear way of organizing features, tools and information sections in an intuitive way without cluttering the sidebar. This process helped us:
Reduce cognitive load by logically grouping features.
Prioritize frequent actions for quick access.
Improve discoverability of underutilized but valuable features.
Branding & Visual Language
Crafted a fresh brand identity and elevated the TrueQC website to create a stronger, more impactful digital presence.
Design System
Before: Each new feature required extensive design time, custom development, and multiple review cycles. A typical feature took 2-3 weeks from design to development.
After implementing our new design system:
Development time reduced by 25% through reusable components.
Faster implementation with standardized naming conventions.
Consistent UI patterns across platforms.
Easy integration of new features into existing workflows.
Reduced QA cycles due to pre-tested components.
The design system played a crucial role in maintaining consistency, improving developer handoff, and accelerating product iterations.
Final Enhancements
Simpified Lead and Campaign Management
Smart filters and tagging system for easier organisation
One-click actions for approvals, rejections, and follow-ups.
Allowing to group similar campaigns.
Collaboration features
Shared workspaces for teams to manage leads collectively. Multiple owners of the same campaign.
Adding chat features for better customer support.
Role-based access control for secure workflows.
Data Visualisation and Insights
Interactive charts for tracking lead conversion trends
Digestable performance metrics for better decision-making,
Downloadable offline report.
Outcome
As part of the dashboard redesign, we focused on adoption, usability, and business impact. The redesigned dashboard led to a 40% increase in feature adoption, particularly in the 6 step QC process. The improved onboarding experience resulted in a higher completion rate, with more businesses successfully setting up their dashboards. Additionally, retention saw a 25% improvement at 30 days and 20% at 90 days, showing stronger long-term engagement.
From a usability perspective, task completion efficiency improved significantly, with campaign completion time reduced by half and a 60% decrease in customer support queries. Users could now navigate key features with ease, enhancing overall engagement and satisfaction.
Business-wise, lead processing speed improved, directly contributing to higher conversion rates and revenue growth. The introduction of a scalable design system reduced development effort by 25%, allowing faster iteration cycles and better integration of future features. As a result, TrueQC positioned itself as a more efficient and user-friendly lead qualification solution, driving significant improvements across adoption, engagement, and business impact.