Case Study 04
Customer 360
A unified customer view for service agents — built from zero at LeadSquared.
RoleProduct Designer
Team1 PM · 1 Designer · Dev Team
Timeline4 Months · 2023
CompanyLeadSquared
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A unified customer view for service agents — built from zero at LeadSquared.
Customer 360 consolidates data from various sources into a unified view, empowering organisations to deeply understand and engage with their customers. This case study explores the design journey of creating LeadSquared's Customer 360 platform from the ground up, prioritising usability and effectiveness to drive enhanced customer relationships and business growth.
LeadSquared has a large customer base in the sales CRM domain. To fulfil service use cases, customers had to integrate with external tools like Freshdesk, Zendesk, and Zoho — it was a natural extension to create a product used by service agents to resolve customer issues efficiently. This gave rise to Service Cloud (LeadSquared's ticketing tool) and Customer 360, a unified view of the customer to support resolution.
“A customisable layout which is easy to configure and provide an agent with an overview of a customer he is serving.”
Understanding the space and user needs
Conducted user interviews with companies already using a similar product for service, or planning to integrate a service application with their CRM. The aim was to answer the 5 Ws (Who, What, When, Where, Why) and H (How).
Q. Tell a bit about yourself and your experience with customer support.
Q. What companies have you worked for and how does the support process differ?
Q. What does your day-to-day work look like? What kind of tickets do you handle?
Q. Types of support queries that you get and how does the approach to solve them change?
Q. Which ticketing tool or 360 application are you using and which do you feel is the best and worst?
Q. Do you try to upsell or cross-sell any product or service?
A unified customer view is not a new product — major competitors include Salesforce, Microsoft Dynamics, SAP Customer Data Platform, and Oracle CX Unity. A focused competitor analysis helped identify gaps and opportunities.
Who are we designing for
Radhika
35 · Technical Support Specialist
Difficult to switch between applications to resolve query
System is not very responsive to handle speed
Takes time to identify customer, causing delayed resolution
No proper instructions when stuck
Aman
37 · IT Admin
Configurations are not smooth and easy
Documentation is not readily available
Updates need a lot of back and forth with service provider
Customer Information
All needed info and metrics
All Interactions
Sales plus Service history
Products Purchased
Status and details
Opportunity
For upsell or cross sell
All Tickets
Past queries of the customer
Actions
Actions to resolve query
From concept to high-fidelity
Overview of all design explorations
A lot of solutions emerge in design — but working within teams means respecting timelines and tech feasibility. Using an Impact/Effort framework, features were prioritised into Must Have vs Good to Have.
A unified view, built for agents
Agent Side — Customer 360
Based on configuration, the agent has the option to change view as per ticket type for better issue resolution.
Widget Listing
All available widgets browsable and selectable for layout configuration.
Widget Configuration
Detailed configuration options per widget type.
Layout Configuration
3-step admin process to configure layouts per industry — BFSI, Edtech, Fintech.
Layout Listing
Overview of all saved layouts available to the admin.
Data Source Configuration
Connecting data sources to populate the unified view.
Heuristic evaluation and testing
User Education
Informing users about system state instead of leaving them confused — confirmations, error messages with actions.
Consistency
Standards maintained across all flows and states throughout the platform.
Error Prevention
Clear recovery paths when errors occur — skeletal loaders for loading states, cancellation flows.
Help & Documentation
Contextual support throughout, reducing time-to-resolve for new admins and agents.
Error States
Skeletal Loaders
Data-driven testing via Microsoft Clarity provided heatmaps and session recordings to understand real agent behaviour post-launch. Pendo enabled in-app guides and A/B testing in focus groups, helping iterate on the configuration flow for admins.