OGB Connect - Design Case Study

Objective

Redesign a lead management pipeline to increase generation

Gham Power had a lead collector app for microfinance organizations that needed improvement. The original application served dual purposes: lead collection and comprehensive farmer data gathering. That resulted in a complex 27+ field form that took over 6 minutes to complete. We needed to simplify the process and dramatically increase lead generation.

Objective

Redesign a lead management pipeline to increase generation

Gham Power had a lead collector app for microfinance organizations that needed improvement. The original application served dual purposes—lead collection and comprehensive farmer data gathering—resulting in a complex 27+ field form that took over 6 minutes to complete. We needed to simplify the process and dramatically increase lead generation.

My Role

Design Lead
Research Design
User Testing
Design Handover

Process

Field Research
Interviews and tests
Data-driven decisions
MVP Testing
Iterative Design

Deliverables

Lead Collection App
Lead Classification System
Lead Management Platform
Design System

Challenges

Complexity deterring users

The existing application tried to do too much at once. With 27 mandatory fields and 20+ optional fields, it took more than 6 minutes and 40 seconds to register a single lead. Multiple organizations were already using this system, so any redesign needed strong justification and would face scrutiny.

Approach

User validation at every step

We conducted virtual and on-site interviews with microfinance employees in rural Nepal to understand their daily work life and relationship with the current app. Pre-planned questionnaires converted subjective feedback into quantifiable metrics, removing bias from decision-making. We launched an MVP first, tested it for three months, gathered feedback, and iterated before full rollout.

Approach

User validation at every step

Iterative Design

Some highlights from the Creative Process

We raised leads per branch from 9 to 50 per month per branch by redesigning the experience. Lead collection was simplified to four fields, reducing entry time to 20 seconds. We also built a complete lead classification and management system to strengthen the entire pipeline.

Please scroll more to see all that we were able to accomplish.

1/5

MVP Design

An MVP version of the idea was designed and tested on a small user base

2/5

A fresh rebrand

With the success of the MVP, the lead managment pipeline was also rebranded to refresh sentiments

3/5

Minimal, focused redesign

Simplified lead collection that cut time from 6 minutes to 20 seconds

4/5

Complete lead management pipeline

Full lead classification and management system to complete the full pipeline

5/5

Thinking beyond digital solutions

Some non-digital solutions were also designed to aid the microfinance people to talk pitch our products better

Reflections

This project was a revision and reinforcement of all the UX related learnings I'd collected over the years. Here are some of the key learning that have stuck with me.

This project reinforced critical lessons about user research and early validation of assumptions
The humbling experience of interacting with rural farming communities
How quantifiable data, while incomplete, challenges personal bias and helps aligns teams