Qualified Meetings
Company
Qualified
My Role
Product Designer
Product Managers
Engineering Leads
Sean Cook, Bing Yang
Teddy Liu, Brandon Yi
Deliverable
Calendar booker tool to immediately book time with a sales rep after a website form fill. Including customer-facing booker and admin setup flows.
The Problem
When a qualified visitor fills out a form on your site, they are often served a thank you page with a "don't call us we'll call you in 1-3 business days" message. In today's high stakes sales environment, that is way too slow! So how do we connect a visitor to the appropriate sales rep ASAP?
Womp womp. Filling out the form only gets you a generic thank you page :(
Business Goals
Because Qualified's customers were still using forms to capture leads, Qualified was getting credit for only half of our customer's captured leads and closed sales. Our business goal for this product was to have a touch point on every closed sale by leveraging forms.
The Solution
A calendar booker that pops up for the qualified visitor immediately after they fill out a form that routes them to the perfect salesrep!
I can book a meeting right now? Yay!
Kickoff
I had the opportunity to take the role of product design lead and was responsible for delivering designs for the core flows of the Meetings product from inception to release of the product. The lead PM Sean and I talked through some initial ideas, how this product fit within our existing offerings, and the problem we aimed to solve.
Research
To start the project, I led customer interviews using low-fi prototypes to gauge interest and better understand the needs of our current customers. Through this process a number of my assumptions were challenged, including the company's assumptions that 'the form is dead,' and I gained a stronger understanding of why marketers use forms and why it was valuable for us to create a 'speed to lead' product that leveraged, rather than replaced, their existing forms.
Another crucial piece of research was understanding the nuances of existing products in the space. Having a grasp of the competitive landscape gave me insight into how we could leverage our existing product capabilities to leap frog the offerings of our future competitors.
Early iterations from the Meetings wireframe prototype shown in user interviews
I recognized mobile would be crucial to the product's success
The Visitor Experience
The next big design task was laying out the visitor-facing experience. As simple as a meeting booker sounds, there were quite a few pieces to consider, including the look and UX of the booker itself, its error states, hover states, loading states, the confirmation screen playing nicely with any existing thank you page, different responsive states for a variety of screen sizes, including sizing to fit within our chat messenger product, and rescheduling and canceling capabilities.
Visitor happy path. Form fill to meeting booked!
Engineering Collaboration
I worked with engineering leads to understand technical constraints related to meeting routing, which informed my design of the product. During handoff, I made sure to clearly document my design decisions in Notion, Linear, and my Figma files. The prototype above is an asset I handed off to demonstrate functionality.
Desktop scheduler designs with design notes
Crucial to reducing skipped meetings is the ability for the visitor to easily reschedule or cancel
The Admin Experience
The next big question was how the admin sets up routing alongside meeting types, specific forms, and Qualified experiences (i.e. what the visitor sees depending on who they are, where they work, and other qualifying characteristics).
I had done some thinking around meeting types in particular when I mocked up the meetings routing UI, since they worked in tandem.
Step 1: Set Up a Meeting Type
Admins need to set up a meeting type for different visitors. For example, a Qualified growth customer's first meeting might likely be a 30 minute discovery call, whereas a high-intent, high-level visitor matching a company's ideal customer profile might more appropriately be routed for a 30 demo call with their Salesforce profile owner.
We knew we could do this level of specific routing from our previous work on routing, it was just a matter of setting up the meetings and attaching routing rules to them.
Meeting types setup
Step 2: Add Routing Rules to Your Meeting Type
After setting up a meeting type, it appears in the meeting routing section where the admin can add specific rules to that meeting type. For example, if you want to set up your visitor with an Account Executive meeting, filter them by the appropriate criteria and then match them to a Salesforce owner, if relevant, or fall back to a round robin routed rep.
Add rules to your meeting types
Configure how you want to route visitors to reps
Step 3: Configure Your Form
Next the admin needs to specify how the visitor gets to the calendar booker. Our primary use case for the product was form fills, so we added a builder where admins could select a form and build out a meeting booker 'experience' for the visitor who submits the configured form.
Configure the form that will trigger your meeting booker experience
Step 4: Set Up Your Meeting Booker Experience
I used the existing components of our chat experience builder to design the meetings experience builder. Here, admins can set up exactly how, when, and which visitors see the meetings booker.
The configured form above flows down to the meetings booker experience shown in the image to the right
Dev Handoff and UAT
Because this product was so huge, handoff happened in stages with the general process of stakeholder sign off, design notes in Figma and Linear, daily design office hours for additional questions, and subsequent rounds of user acceptance testing on our dev environment before engineers pushed to production.
MVP design board with my design notes
Outcomes
We met out business goal of doubling touch points in the sales cycle for customers who added the Meetings product alongside chat messenger. When the product officially launched GA, it resulted in multiple closed deals that helped us meet our annual ARR goals. Working closely with Product and Engineering to create a product with such a positive reception was incredibly rewarding and I can't wait to do it again.
Learn more about the product at qualified.com/meetings