Work

About

Contact

Get in Touch

Work

About

Contact

Work

About

Contact

Get in Touch

leadforce

From a blank canvas to a full campaign management platform. Designing the Script Builder and Landing Page Creator that gave teams control over quality and compliance.

From clunky MVP to market-ready. Simplifying how clients submit, manage, and track campaigns.From clunky MVP to market-ready.

Simplifying how clients submit, manage, and track campaigns.

Role

Lead Product Designer

Deliverables

0>1 Product Strategy

End-to-end Visual

Design System

Front end

Team

1 Product Designer

3 Engineers

Date

2022 (5 months)

Context

Leadforce is a B2B lead generation CRM that connects marketing teams with outsourced calling agencies. Clients run campaigns, vendors execute them, and the platform sits in the middle — managing leads, compliance, and delivery all in one place.

The Challenge

Callers were winging scripts. Leads were getting rejected.

Without standardised scripts or a way to create campaign-specific landing pages, quality was inconsistent. Compliance was a guessing game. Every rejection cost the client money and trust.

Without standardised scripts or a way to create campaign-specific landing pages, quality was inconsistent.

Compliance was a guessing game. Every rejection cost the client money and trust.

01 No script standardisation

Callers improvised on every campaign. There was no way to enforce compliance language or ensure the right qualifying questions were being asked.

02 High lead rejection rates

Without structured scripts, leads frequently failed QC. Clients were paying for volume but getting poor quality, damaging trust and retention

03 No asset creation tools

Every campaign needed a landing page or email copy. There was no way to create these inside the platform, creating bottlenecks and external dependencies.

04 Compliance was an afterthought

GDPR and CASL requirements were inconsistently applied. Without built-in compliance checks, the platform was a liability for enterprise clients.

Solution 01

Script Builder

A structured script editor that gave campaign managers full control over what callers say — with compliance tags, qualifying questions, and variable fields baked in.

Without standardised scripts or a way to create campaign-specific landing pages, quality was inconsistent.

Compliance was a guessing game. Every rejection cost the client money and trust.

Structure

Qualifying questions as a framework

Compliance requirements are tagged directly in the script. Callers can't miss them - and QC reviewers can validate against the same rules automatically.

Compliance

Built-in GDPR & CASL tagging

Managers define the exact questions callers must ask, in order. Leads that don't clear every checkpoint get flagged before they reach the client.

Outcome

Compliance by default. Quality at scale.

By embedding structure directly into the workflow, lead quality improved, rejections dropped, and campaign teams no longer needed to coordinate outside the platform.

Without standardised scripts or a way to create campaign-specific landing pages, quality was inconsistent.

Compliance was a guessing game. Every rejection cost the client money and trust.

Less Rejections

Fewer leads rejected at QC, thanks to structured scripts with built-in compliance checkpoints.

0 to 1

Designed and shipped the Script Builder and Landing Page Creator with no prior design foundation.