Product Design · Lead Capture · EshopBox · Shipped
Eshopbox Plus Kiosk Flow
+25% lead capture uplift from in-store physical touchpoints.
The Job to Be Done
When a potential seller visits a physical touchpoint, I want to capture their intent and contact details before they leave, so I can follow up with a qualified lead rather than losing them to zero-friction exit. (User: EshopBox field sales team)
Problem
Physical touchpoints - trade events, partner locations - generated seller interest that was not being captured. A potential seller would engage with the display, ask questions, and leave. No lead record. No follow-up path. The event produced goodwill but no pipeline.
The workaround was manual: a sales rep would collect business cards or manually enter contact details on a phone. Inconsistent, lossy, and dependent on rep availability at every moment.
Insight
The friction was in the handoff from interest to capture. Sellers were willing to engage but not willing to hand over a business card or wait for a rep. A self-serve kiosk flow that captured name, contact, and basic qualification in under 60 seconds removed the rep dependency and met the seller at peak intent.
Key Decisions
Decision 1: Under 60 seconds or it fails
Kiosk flows at physical touchpoints compete with distraction and time pressure. Every field beyond the minimum reduces completion. The flow was designed to 4 fields maximum: name, phone, product category, monthly order volume. Everything else was deferred to the WhatsApp bot follow-up.
Decision 2: WhatsApp follow-up, not email
Sellers in the target segment are more responsive on WhatsApp than email. Kiosk captured phone number → triggered WhatsApp qualification flow automatically. The kiosk was the top of the funnel; the bot was the qualification layer.
Decision 3: A/B test the CTA copy before locking the design
Two versions of the primary CTA were tested: “Register your interest” vs “Get a callback in 24 hours.” The second performed higher on completion rate - specificity of the promise reduced ambiguity.
What I Cut and Why
Photo / ID capture: Low Impact / High Effort → cut. Added friction with no downstream use case at this stage.
In-kiosk product demo: Medium Impact / High Effort → cut. Kiosk’s job is lead capture, not product education. Mixing goals reduces completion.
Offline mode: Medium Impact / High Effort → deferred. Events with reliable connectivity were the primary use case. Offline handling adds significant engineering complexity not justified for v1.
Outcome
North Star: Lead capture rate at physical touchpoints
L1 results:
- +25% lead capture uplift vs manual rep-dependent process
- Automated WhatsApp follow-up triggered on every captured lead
- Sales reps received qualified, contextualized leads post-event
What I’d do differently: Instrument time-on-screen from day one. We measured completion rate but not where users dropped off within the flow. Funnel visibility within the kiosk would have let us optimize individual steps, not just overall completion.