An end-to-end system for small business owners: Smart Forms capture the right information, Lead Management scores every lead and drafts the reply. One connected experience, not two features bolted together.
80% of Jimdo's paying users run service-based businesses: yoga teachers, coaches, consultants, photographers. They have a website but no real system for capturing or following up with enquiries. A generic contact form is not enough.
Research validated two distinct personas with different relationships to lead management, but the same underlying pain.
Five moments decide whether a lead turns into a customer. Losing any one of them costs the business real revenue.
The answer was AI-driven form generation. A user types a brief description: the AI generates the form, the fields, and the logic. No template-hunting, no guessing what to ask.
Most Jimdo store owners aren't at a desk. Forms, dashboards, and AI replies all needed to work the same way on a phone as they do on a laptop: visible from the first screen, not bolted on at the end.
Every submission, however it arrives, flows into a dashboard where the platform does the analysis: scoring leads, surfacing actions, and flagging opportunities the owner would otherwise miss.
Lead scores, a follow-up prompt, and an upsell opportunity the owner hadn't noticed, all on one screen.
The same intelligence on mobile, not a stripped-down view.
The co-pilot doesn't just flag a lead, it reads the enquiry and drafts the reply. Here's Jane Cooper's enquiry, and what the CRM suggested before anyone typed a word.
No inbox digging. No manual triage. The product reads the form answers and writes a first draft.
Smart Forms launched to Jimdo's 60 to 80k daily active users. The adoption data told a sharper story than we expected, and surfaced a significant opportunity.
Detractors and Passive users, the two groups most at risk of churning, were the highest adopters at 15.8% and 12% respectively. This suggested the feature was addressing a genuine unmet need, and pointed clearly to retention as the primary value lever.
Three learnings from the beta that reshaped how we thought about our audience, expectations, and product direction.
Four directions that extend both surfaces further into AI-driven automation and conversion intelligence.
The hardest design problem is not the UI; it is knowing which information to surface and when. Lead scoring and smart suggestions only feel useful when the timing is right. Showing the right thing five minutes too late feels as bad as not showing it at all.
Smart features need to be humble. Suggestions, not commands. Confidence with an escape hatch. Every recommendation in the CRM was designed to feel like a smart colleague, not an automation that decided things without you.
Two products designed as a system are always stronger than two designed in isolation. Smart Forms and Lead Management only reached their full potential when we stopped treating them as separate features and started thinking about the complete lead lifecycle.
Currently open to senior product design roles focused on AI, personalisation, and complex system design.
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