In order to define product requirements and goals, interviews were conducted where users were asked to describe their lead capturing process. Then, user journey maps and personas were used to help the designer visualize users' pain points and goals. Through auditing other lead capturing tools, it was clear that most products emphasize on providing a
holistic solution that ties together the lead generation process. Loop stands out from its competitors by focusing on increasing the speed and accuracy of the capturing process. To validate certain design decisions, the user was presented prototypes which enabled the designer to collect feedback and reiterate.