Leads & CRM Automation
SalesTech, CRM, Product Design2023

Leads & CRM Automation

A zero-cost CRM built on Google Sheets - tailored for scale, speed, and simplicity.

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Role

UX Strategist & Product Lead

Timeline

1-2 weeks

Tools

FigJam, Google Sheets, Google Apps Script, Meta Ads

Category

SalesTech, CRM, Product Design

The Problem

What needed to change?

Managing a growing volume of 100+ daily leads had become inefficient and error-prone. Manual handling caused slow response times, missed follow-ups, and lost conversions.

With no dedicated CRM in place due to budget constraints, the business was losing potential revenue simply because the process couldn't scale. The challenge was to architect a professional-grade lead management system from the ground up without recurring software costs.

My Responsibilities

  • System Architect: Translated complex business workflows into automation-ready digital solutions.
  • UX Strategy: Designed the CRM structure, logic, and formula framework to maximize team efficiency.
  • Technical Development: Engineered and tested custom Google Apps Script automations for real-time data flow.
  • Change Management: Trained internal teams on the new system's usage and ongoing maintenance.
  • Scalability Planning: Built the architecture to handle increasing lead volumes without performance lag.

The Approach

How we got there.

01

Discovery

  • Operational Auditing: Conducted stakeholder discussions to define CRM needs aligned with current constraints and team workflows.
  • Funnel Mapping: Mapped the full lead journey, from Meta Ad campaigns to final conversion, identifying critical bottlenecks and data leakages.
02

Strategy & UX

  • Modular Architecture: Designed a Google Sheets-based CRM tailored to the team's actual behavior, featuring lead tagging, priority flags, and auto-sorting.
  • Low-Friction UI: Created a user-friendly structure where team members could update lead statuses instantly without risk of corrupting master data.
  • Cognitive Load Reduction: Focused on a "lean" UX using color-coded status cues and filtered views to prevent data overwhelm.
03

Delivery & Iteration

  • Real-Time Automation: Integrated Google Apps Script to automate lead flow directly from form submissions into a centralized hub.
  • Communication Sync: Enabled instant WhatsApp and native caller UI triggers with deep-link automation, reducing contact time by 70%.
  • Iterative Refinement: Conducted feedback sessions post-deployment to fine-tune automation triggers and data filters for peak operational speed.

The Outcome

Results that speak.

By replacing manual chaos with automated precision, the system delivered immediate, tangible business impact:

  • Conversion Growth: Achieved a 40% improvement in lead conversion rates within the first 2 months.
  • Operational Speed: Slashed lead response time from 3 hours to under 15 minutes.
  • Direct Cost Savings: Saved ₹12,000/month by architecting a custom solution over third-party SaaS subscriptions.
  • Seamless Adoption: Achieved 100% team adoption within the first week with minimal training required.
Back to Work