Problem
A sales funnel built around phone calls, in a market where customers increasingly avoid them. Agents were spending significant time chasing leads who never converted, with no async alternative to bridge the gap.
Role
Owned UX and service design, designing across both customer-facing and agent-facing workflows, in close collaboration with Product, Engineering, Sales and adjacent Product teams.
Approach
- Partnered with product to lead discovery and experimentation around reducing funnel friction.
- Mapped the customer and agent journeys to identify where dependency was highest, framed hypotheses, and designed a series of A/B experiments introducing async communication as an alternative to calls.
- Designed the experience beyond the interface: scripting agent-facing conversation flows and workflows within a third-party tooling constraint, where the quality of the interaction depended on process and language, and not UI.
Outcome
- Two experiments launched.
- Engagement increased among customers who used the new channel.
- Overall conversion dropped, revealing that adding a channel without restructuring the broader funnel creates new friction rather than removing it.
- Project paused due to business reprioritisation, with a third experiment designed but untested.
