FinTechPlatform

Client Lifecycle & Lead Conversion

Designing a lead conversion pipeline to make status, progression and next actions clearer for advisers.

The Problem

Making lead status visible

Advisers handled multiple client workflows at the same time, but the system made it difficult to see the current stage of each lead. I focused on making status, progression and next actions clearer.

THE DECISION

I mapped the wider client journeys to understand how different workflows connected, then designed the lead conversion pipeline around clear stages, progression rules and required actions.

THE OUTCOME

The conversion pipeline is now part of the live system. Advisers have a structured workflow from first contact to conversion, with current status and required actions visible at each stage.

Workflow Context

I mapped five key journeys to understand how different workflows fit together. This helped me design the conversion pipeline in the context of the wider client lifecycle.

Scenario 01

New Client Onboarding

This journey covers the initial client setup. It is designed to handle compliance requirements, data collection, and suitability checks in a structured sequence that advisers can follow.

Scenario 02

Existing Client Annual Review

This recurring journey helps advisers prepare for annual reviews by highlighting changes since the last meeting and pre-populating review forms.

Scenario 03

Specific Advice Event

This journey handles one-off advice requests and market-driven changes. It is designed to be fast, flexible, and accessible from the main client view.

Scenario 04

Investment Portfolio Review

This journey supports detailed portfolio analysis, rebalancing, and reporting. It is designed to help advisers move between high-level KPIs and individual holdings without losing context.

Scenario 05

Family Group Planning

This journey connects related client accounts to support household planning, joint management, and cross-account reporting.

Kanban Pipeline Design

I designed the pipeline to make each lead's current stage, required information and next action immediately visible. Clear stages, forward progression and visible status updates reduce ambiguity without turning the workflow into a rigid process.

Each stage has clear exit criteria. A lead can only move forward when the required information is complete. If something is missing, the system shows what needs attention before the lead can progress.

Stage 01Lead In
Stage 02Contacted
Stage 03Qualified
Stage 05Converted

All screens use test data.

Design Approach

I used three journey formats to capture different levels of complexity, from daily tasks to longer-term planning.

Simplified Journeys

For time-sensitive tasks and day-to-day work. These journeys focus on what needs attention now and keep related actions together.

Detailed Journeys

For workflows involving meetings, admin tasks and business development over several weeks. These journeys show dependencies and how different client touchpoints connect.

Matrix Journeys

For longer-term planning and recurring reviews. These views connect pipeline stages, client activity and wider business goals over time.

Key Outcomes

The pipeline makes each stage from first contact to conversion visible.

5 JOURNEYS MAPPED ACROSS 7 LIFECYCLE STAGES

Advisers can see a lead’s current status and what is required before it can progress.

VISIBLE STATUS · CLEAR EXIT CRITERIA

Lead progression connects with the wider client workflow instead of sitting in a separate process.

CONNECTED LEAD AND CLIENT WORKFLOWS