A modern CRM dashboard to create AI-driven campaigns, manage leads, track website visitors and visualize statistics.
Problem Statement
Kular generates leads for thousands of customers through AI-powered automated outreach. However, the current web app suffers from a cluttered interface that obscures critical insights into campaign performance and lead quality. Users managing multiple campaigns across different channels face an overwhelming experience, leading to missed opportunities and wasted time.
The inefficient workflow requires excessive clicks for basic actions like editing messaging sequences, while the absence of real-time notifications leaves users unaware of important responses. Key pages lack essential filtering and sorting capabilities, making it difficult to locate specific campaigns or leads. Without actionable feedback or performance guidance, users cannot identify or optimize underperforming campaigns, resulting in frustration and diminished effectiveness.
Old Web App
ROLE
Lead Product Designer
DELIVERABLES
User personas and journey maps
High-fidelity prototypes (desktop, tablet and mobile)
Design system and component library
Developer handoff documentation
TOOLS
The Challenge
Streamlined onboarding - Get to first campaign launch in under 30 minutes
Transparent metrics - Dashboard should answer "Is this working?" at a glance
Quality controls - Make it easy to refine targeting and improve lead quality
ROI and lead visibility - Conversion metrics front and center
Minimal learning curve - Interface should feel intuitive
User Research
To better understand the real-world challenges and needs of everyday users, I conducted twelve interviews. The goal was to create a redesigned platform that combines easy campaign creation, lead management, performance tracking and campaign monitoring with real-time feedback in one, easy-to-use integrated solution.
"I need to prove ROI on every marketing dollar we spend. If a tool can't show me clear results, it's not staying in our stack."
"I don't have time to learn complicated systems or babysit tools. I need something that just works so I can focus on serving my clients and growing the business."
Users wanted a simple, intuitive interface that minimizes the learning curve and enhances productivity without overwhelming them.
Easily digestible and interactive statistics are important to show which campaigns drive revenue and where improvements can be made.
Sales-Marketing alignment can be improved with better lead quality with filters to define ICP and target criteria clearly.
Final Results
Experience a refined dashboard featuring clean layouts and an intuitive interface designed for efficiency.
Redesigned home page – Get a quick overview of new leads and campaign performance with actionable callouts for updates and feature alerts.
Streamlined navigation – Simplified side and top navigation bars with an all-new notifications tab.
Enhanced statistics page – Filter by campaign type, time range, and demographics. Interactive graphs include actionable insights to help you optimize each metric.
Improved campaign creation flow – Build better campaigns with advanced ICP targeting, AI-powered suggestions, and real-time performance scoring.
Updated campaign overview – View quick stats, add custom tags, monitor live statuses, and apply detailed filters to identify what's working and what needs improvement.
Smarter leads page – A table view with priority rankings and status indicators, plus lead snapshots that highlight relevance at a glance.
Comprehensive lead profiles – Access a timeline of key events, lead snapshots for quick reference during outreach, and all available contact channels (voice, LinkedIn, email). Now includes a notes feature for collaboration.
User-centric settings page – Edit personal information, connect Slack and LinkedIn accounts, and manage your subscription with guided flows for pausing or canceling. Plus, a new budget optimizer with recommendations for maximizing lead growth.
