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Any system’s backend logic shapes its user experience. This article provides an example of how the requirements for a particular business domain—lead-generation and routing requirements—determine the workflow of a software solution and, thus, how its backend logic translates into the user experience.

In this business case, whether a company is a lead generator, affiliate network, or advertiser, it is crucial that the distribution of leads is well thought out and personalized, delivering optimal engagement for every user in the marketing funnel.

The software should take care of this job, enabling flexible workflows for consumers in different locations, each having varying quality and conversion potential. For example, when generating solar-installation leads—or leads in any other market where the customer’s location matters—the software should connect consumers to sales representatives who are aware of the peculiarities of the location in question and target consumers only in the locations where the company operates. Read More