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UX/UI Designer

User Researcher


5 months


Leadtub enables people to easily report leads that may appear in their daily lives or in their daily work. In turn, this also benefits and results in greater growth for the companies that are registered in the service as they broaden their network of contacts and get leads that they would otherwise probably have missed.


Leadtub gives everyone in the company a chance to sell. 
By using Leadtub, employees in a company have the opportunity to directly generate leads from the customer, to the company, instead of referring to the company’s website or to a specific salesperson higher up in the chain.


My task was to create two solutions, a mobile application and a web portal. The purpose of the app is to enable company workers to conveniently report leads that may appear in their daily lives.


The idea behind the web portal is that administrators and/or sales representatives who work at the companies in Leadtub’s network can easily review the reported leads generated from the mobile app, and in turn create quotes for the customers.

Process and data collection

In the beginning stages of the process we conducted a stakeholder interview with the founder of Leadtub. The goal was to obtain an understanding about the challenge and needs, demands and goals of the client. Together with the client and developers, we created a timeline where we set deadlines and dates for partial deliveries from each time. Our approach throughout the project was to work in an agile manner.


In order to identify competitors strengths and weaknesses relative to the idea of Leadtub, we performed a competitor analysis. This allowed us to find patterns and key components to base our design decisions on.  We worked with already existing user research that had been done by the founder of the company. Using this data we added to that had already been created to further help communicate the information that was collected about the users.



Using customer journeys and scenarios we were able to show how users might interact with the services to achieve a certain goal. This helped us understand the users motivations, barriers and needs.

Lars customer journey

Karl customer journey

We began by sketching out multiple options for each screen, based on the target audience and company mission.

The four main objectives that were prioritized for the mobile app were the following:

Create a platform that…

  • allows the user to easily add a new lead

  • allows the user to view all of the leads, follow their status and view previous, inactive leads

  • allows the user to view the statistics of their account, meaning earned commissions, number of leads generated, etc.

  • allows the user to navigate and find external companies in the Leadtub network to refer their customers to


Using these sketches, we performed multiple usability tests to find out if we were going in the right direction.

Based on our findings from testing the Lo-fi sketches we iterated our design throughout the process of going from sketches, wireframes, mockups and lastly to a hi-fi interactive prototype. One of the main points we learned was that the process of adding a lead needed to be simplified and more focused on the internal lead rather than the external lead to a different company in the network. In this phase we focused on solving this issue before finalizing the UI design.

Lastly we conducted a usability test to validate and measure our design. The test included several use cases followed up by a semi-structured interview to gather thoughts and insights directly from the user. In order to also gather quantitative data we asked the users to perform a SUS-test.


After analyzing the data collected from the usability test with the hi-fi prototype, we made some final adjustments. These were primarily UI modifications, more specifically concerning colors and fonts. This is the final result and was handed over to the developers and the client.

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