Go High Level – 2024

Designing an internal lead management feature to reduce human errors

The Challenge

Businesses often have their own internal processes when it comes to managing their leads and customers within their CRM system. Currently, users of GoHighLevel have to create inventive workarounds to process their leads in a certain way.

As a user of the software myself, I found it challenging to onboard customers to their new automated system – especially if they weren’t confident with the technology. They were afraid of triggering incorrect automation or doing something wrong.

My challenge was to create a solution that is user-friendly (for business owners to create and for their staff to execute) whilst minimising the risk of human error. Without these improvements, mistakes and incorrect judgements could be made, potentially impacting the relationship a business is building with a lead and ruining a sale.

Key Results

Methods

Research
Information architecture
Wireframing
UI prototyping
Usability testing

Role

Sole UX/UI Designer

Timeline

x weeks

What makes GoHighLevel unique?

Designed to be an all-in-one software for agencies to resell to their own niche of clients, the SaaS platform aims to provide every tool and feature that a business could ever need to “elevate their marketing and sales”. For those that want to have complete control over every process within their business, GoHighLevel is the platform that enables that.

Learn more about GoHighLevel

Founded in 2018 it has very quickly disrupted the SaaS industry, knocking its competitors (such as Clickfunnels, ActiveCampaign, Kajabi and many more) out of the park with their ability to shape their new and existing features based on community feedback. GoHighLevel’s business model and speed of launching new features is unparalleled in comparison.

Their primary target user is agencies, and ultimately the end user of the software are the small/medium businesses who work with the agencies that resell the SaaS. In January 2024 GoHighLevel reported they had almost 60,000 agency customers, spanning across 140 countries.

However, when you have an overwhelming range of features and functionalities available to you, it’s easy to become stuck.

The Solution

I designed a new feature called Internal Forms to allow the users of GoHighLevel to have smoother experience when managing internal processes for their leads. Usability testing and user insights influenced my design decisions, whilst also aiming to improve user satisfaction for the GoHighLevel SaaS itself.

I focused on making the experience useful and intuitive for various users of varying technical ability, as well as their unique use-cases. This solution will help ensure human error is minimised and contacts/leads are better managed.

If this feature was deployed within GoHighLevel then I would track and measure success by monitoring KPI’s such as adoption rate, number of forms created by users, error rate and number of customer support tickets.

Discovery

Defining the big problem

To address the need for a functional prototype, I conducted initial desk market research. This provided insights into the impact and importance of a reliable, more user-friendly way to manage leads within the software. Understanding this allowed me to create a deliverable that could be refined later.

The community of users had spoken…

A user had submitted a feedback request on the platform’s Ideas board (see below) and there were several comments supporting this idea.

There was clearly an opportunity for something to be improved.

Understanding how businesses were currently creating “work-around” solutions

Due to my familiarity with the software I had assumptions about how users were creating their own unique way of handling their leads and contacts entirely. However, after speaking to several users and doing a deeper dive into the Ideas board and the active online community group, it highlighted to me a few other methods users were using.

To better understand what this process looked like for those users, I did a cognitive walkthrough of each of their processes mentioned and created several user flows to better understand the number of steps taken and the possible friction points.

The problem with this is the user is leaving the platform to process leads, potentially leading to distraction of workflow.