Lennar
2024
Rebuilding Lennar's Sales Workspace
Redesigned how Lennar’s sales consultants work hundreds of leads a day, from field research in 8 cities to launch.
Lead Product Designer
Led 2 Other Designers
Team of 5
3 Designers, PO, Developer
6 Months
RFP Win -> Total Project Timeline
Overview
What was this project about?
The ISC's job ends at an appointment, not a sale. They turn online interest into an on-site visit with a sales agent.
Primary User
ISC
Internet Sales Consultant. Works inbound leads by phone, text and email
One Lead's Journey
Research
Duplicates, buried info, and work done outside the system
Goal
See how ISCs actually work a lead, live, before designing anything.
What I did
Over 2 weeks, our team:
shadowed and interviewed 28 ISCs and 8 ISMs across 8 cities
I was one of 4 interviewers and ran the sessions in San Antonio and Las Vegas
We mapped every step from lead received to appointment kept.
What I learned
1. Duplicate leads were the #1 complaint in nearly every office.
Salesforce only caught them after a phone number was typed in.
2. The lead page was built for storage, not for calls.
Information sat in the order Salesforce saved it, so ISCs dug for history mid-call and re-asked questions customers had already answered.
3. Real work happened outside Salesforce.
Templates lived in Word, schedules in Smartsheets, to-dos on whiteboards.
Original ISC Salesforce experience forced heavy scrolling to find key info, hindering in-call focus.
What it changed
01
Duplicates
Decision
Duplicate risk shown in the queue, before the ISC dials. Use the system's logic to flag this earlier.
02
Buried Call Info
Decision
A lead page ordered for the first minute of a call. Surface key info above-the-fold to nail the in-call IA.
03
Off-System Work
Final Design
Tasks, templates and community details pulled into one workspace. One unified system to handle leads.
Process
Design Process
Agree on priorities, then three rounds of testing with the people we shadowed.
We won the work with concept designs, then turned field research into a ranked priority list Lennar signed off on.
Design in Figma, test with the ISCs and ISMs we shadowed, debrief, revise. Three rounds before launch.
The pitch: one lead at a time, with points and a leaderboard.
Design
Two key decisions that shaped the platform.
Decision 1: Catch duplicates before the call, not after.
Problem
Duplicates were the top complaint in nearly every office. Salesforce caught one only after the ISC typed a phone number, and its "no duplicates found" box sat low in the right rail.
Hypothesis
If duplicate risk shows up in the queue, ISCs will fix it before they dial, not halfway through a call.
Testing
Charlotte wanted duplicates impossible to miss. San Antonio asked for a status tag on every lead.
Shipped
Every queue row now shows its status (Potential Duplicate, Previously in Contact, New and Untouched), so ISCs see the risk before opening the lead.
Decision 2: Order the lead page for the first minute of a call
Problem
On the old page, opt-outs were about six screens down, interaction history took 2 clicks, and customer comments were one block of raw text.
Hypothesis
If everything an ISC needs in the first minute sits above the fold, they stop scrolling and stop asking customers to repeat themselves.
Testing
Charlotte wanted warnings first and realtor info up top. Irving asked who owns the lead. Indy and Jacksonville didn't want to scroll for activity.
Shipped
A header with warnings (state, litigation, duplicates) and a red "Realtor: Not Asked" flag, the assigned ISC with Take Ownership one click away, and the last interaction pinned to the summary card.
Results
Fewer leads slipping through. Happier sales consultants.
Lessons
What I'd carry into the future
Manage differences in user feedback
Going to 8 offices showed that one "standard" workflow didn't exist (shared floor vs. not), and the design had to flex for both.
Testing with interviewed users helps continuity
Testing with the same people we shadowed made the feedback specific, because they compared it with what they had shown us.
Workflow-based AI, not just a forced chatbot
Our pitch had an AI chat box, but ISCs on a live call can’t stop to ask it anything. What shipped puts AI where they already look: a summary of what the customer wants, and recommendations that show why they match.
