Revamping the Leads Page
2023-2024
Context
StarOfService, a global marketplace connecting professionals with clients, had recently transitioned from a fee-based model to a subscription-based one. This shift disrupted the UX of the Leads page—previously optimized through matching algorithms, it now provided an unfiltered list of client requests.
Goals
Primary Goal: Increase the number of paid pro-side interactions from the Leads page.
Secondary Goals: Improve professional satisfaction & retention (reduce churn), increase Lifetime Value (LTV) of professionals, enhance discoverability and lead matching accuracy.
Project Duration: 1 year
Tools: Figma, Mixpanel, Hotjar, Miro, Superset
Process
The challenge
Newly subscribed professionals struggled to navigate the Leads page, resulting in frustration and lower engagement. Despite benefiting power users, the new system overwhelmed fresh users, reducing conversions.
My Role & Responsibilities
As Product Owner & Design Lead, I spearheaded the redesign by:
Analyzing user feedback from surveys, support tickets, and user interviews.
Prioritizing UX challenges based on impact on engagement & revenue.
Defining feature requirements & aligning with business objectives.
Leading design & development, collaborating with engineers and marketers.
Running A/B tests & analyzing performance metrics to iterate on improvements.
Ensuring localization so the feature worked seamlessly across 130+ countries.
Solution & Execution
Key Issues Identified
Low discoverability: Leads were not easy to browse or filter.
Mismatch: Professionals had limited ways to find relevant leads.
Low engagement: The Leads page lacked clear value communication.
Conversion bottleneck: The call-to-action flow was inefficient.
To address the issues, I proposed a comprehensive UX overhaul:
Redesigned navigation → Reduced steps to contact a client, keeping the workflow on a single page.
Repositioned CTAs → Prioritized “Contact Client” (free) and “Access Phone Number” (paid) for clear monetization.
Enhanced filtering → Professionals could now sort leads based on preferences and service categories.
Badging system → Introduced lead quality indicators to highlight high-value opportunities.
Updated email & SMS workflows → Kept messaging consistent with the new Leads page experience.
Improved perceived speed → UI adjustments and optimized design system components for a snappier experience.
Localization strategy → Rebranded “Requests” to “Opportunities” or "Leads" based on regional user expectations.
Result
Impact
After iterative implementation of these changes, we observed
+30% increase in professional interactions from the Leads page;
Satisfaction score on Leads page improved from 3.4 (neutral) to 4.1 (like);
+27% growth in Lifetime Value (LTV);
15% decrease in churn rate (partially influenced by related initiatives).
Key Learnings & Takeaways
User-Centered Strategy Wins → Deep research into user pain points led to more precise solutions.
Data-Driven Decisions Drive Success → Incremental A/B testing allowed continuous optimization.
Simplified UX = Higher Conversions → Reducing friction in key workflows directly improved engagement & monetization.
Localization Matters → Naming conventions & messaging impacted adoption across different markets.
Conclusion
By strategically revamping the Leads page, I've had a chance to improve usability, enhance engagement, and increase revenue opportunities for professionals. This project reinforced the importance of data-driven UX design, iterative optimization, and clear monetization strategies in a fast-changing business environment.
