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Rokid Inc (Augmented Reality)

Introducing ...

Rokid's brand-new website user interface, allows the front-end inquiry flow to systemize with the back-end lead filtering process, enhancing the overall user experience with the services the company offers. 

Rokid Inc distributes augmented reality glasses to enterprises helping them improve work efficiencies. Here are the main products the company provide: 

Brief Introduction 

  • Rokid X-Craft (Heavy-industry)

  • Rokid Glass2 (Light-industry)

  • Rokid Air/ Air Pro (Training and entertainment)

Just like any other B2B company, Rokid wishes to utilise its official website not only to deliver product information but also to generate qualified business leads. The company, however, struggled with a poor inquiry managing system even though there are high-quality potential business partners writing in every day. 

Problem Statement

This is my internship project where I take full responsibility for UX research and web design to solve the problem statement. I also collaborated cross-functionally with the sales, marketing, business development and engineering team while working on the project. 

My Role and Contributions 

  • Conduct interviews with the internal stakeholders 

  • Designed survey questionnaires 

  • Integrated Google Analytics to study the traffic growth, conversion rate, etc. 

  • Performed comparative analysis 

  • On-site observation (during CES 2022 and AWE 2022) 

  • Redesigned the official website (user interface)

  • Designed a system that connects the front-end inquiries to the right back-end internal personnel 

How did I start the project? ...

1. Analyze and study the current lead generation flow 

I volunteered to manage and filter all inquiries collected from the back end of WordPress to obtain a better understanding of how the existing lead generation system worked. Being the first layer of the funnel, I distribute the inquiries to different representatives on a daily basis, based on the geographical regions and categories. Here's how the original flow works: 

Screen Shot 2022-07-23 at 1.51.58 PM.png
  • Manually filtered inquiries according to four categories: Book a demo, Contact, Partnership, and Subscribe. 

  • Manually entered inquiry details into the CRM platform and assign ownership to sales representatives based on categories and geographical regions. 

  • Manually entered the same inquiry details into the spreadsheet as a backup. 

  • The marketing team then manually send the first follow-up email on behalf of each sales representative to filter the quality of leads.

Complaints received from internal stakeholders ... 

2. Conduct interviews with internal stakeholders who involved in leads management

I've interviewed 3 representatives from different departments who have a direct touchpoint between businesses and clients. I've inquired about their daily tasks, the challenges they faced while engaging with clients, the way they managed the clients, as well as the timeline for getting back to an inquiry. 

i. Inquiries increased = Extra unqualified leads = Resources wastage


Sales Team 

 🗣 "I don't want to waste time reaching out to clients who obviously are not qualified to carry our brand/products"


 🗣 "I wish to focus on the qualified leads that I know would amplify the company's overall revenue". 

ii. Manually filter incoming leads  ⬆️  human errors


 ‼️ Sending email to the right person with a wrong name


 ‼️ Sending email without attaching the right documents

Account Executive

iii. Lack of human resources = Lack of efficiencies


 🗣 ​"Wouldn't it be nice if clients get to access the user manual or video that explains the solutions based on their needs? Like an AI chatbot as customer service, speed up the problem-solving timeframe, at the same time reduces the users' frustrations."


At this point, I am almost certain that ...

The current lead generation system did not help achieving the business goals

Shortly after I took over the leads management task, I concluded that a design solution is desperately needed to solve the issues below: 


1. Human error


3. Lead allocation error


2. Wrong email sent


4. Not being responsive

That led me to think about ...

What if the situation continues?

I started researching statistics to prove that clients' engagement has a direct impact on the company's overall revenue and to justify that the current inquiry processing system needs to be improved. 

According to Constellation Research

Companies that improve engagement can increase cross-sell revenue by 22%, up-sell revenue by 38% and order size by 5% to 85%.

According to Microsoft

96% of customers say customer service is important in their choice of loyalty to a brand.

According to Oracle

Web leads are 9X MORE LIKELY to convert if they’re followed-up within under 5 minutes.

According to Gallup

​​Companies that successfully engage their B2B customers reported 63% lower customer attrition.

Here we go ... 

Key design opportunities starting to show up

Through the unifications of both collected qualitative and quantitative data, I noticed that the internal team struggled with the current inquiry processing flow. This has been challenging because it heavily affected the potential client's engagement and experience with us!

👥 Potential clients did not feel appreciated when they approach the company, while ...

👩‍💻 The internal teams are confused about the current inquiry processing flow. 

To identify the minimum viable products ...

1. Designed a survey questionnaire and distribute them to the newsletter subscribers

To study the users' preference in submitting a request, I prepared survey questionnaires and distributed them to the newsletter subscribers via Mailchimp. I managed to collect 77 responses via the survey questionnaire, the information obtained was extremely important for me to understand how clients wish to reach out to us, as well as the methods. Here are the key findings:

i. Demo  >  Contact

54% of the respondents would book a demo via the website while 36% of them would write in an inquiry email if they are interested to explore the products. 

ii. Follow up via Email  >  Phone Call  >  Zoom Call/Google Meet

81% of the respondents want to follow up with the sales representatives via email, followed by 12% via phone calls, and 7% with Zoom calls or Google Meet. 

iii. Filling up the form  >  Sending email

58% of the respondents would still go for the contact form to write about their inquiry, although the specific email addresses for their needs are provided (eg: technical team email address). 

From a business perspective ...

2. Conducted interview sessions with the sales team

Before I proceed with the design, I've communicated with a couple of sales team members to confirm the information needed to do the first round of lead filtering. The information obtained not only connects the lead to the right representative but also allows the internal team to prepare a more personalized demo session based on their use case. Here are the top 4 categories of information needed: 

i. Demographic

iii. Company Information

ii. Use Case

iv. Interested Products

At this point ... 

3. Created a list of goals I wish to achieve from this project

I wrote down my goals and the list of things I should prioritize to keep myself on par with the project goals. 

 👉 Automate the front-end inquiries and direct the leads to the right internal personnel

👉 Create a seamless user experience for potential clients who write in or book a demo via the website

👉 Maximize the capacity of marketing efforts with the leads collected from the back-end

👉 Achieve the Q1 and Q2 business goals - improving sales by 30%

Though I was overwhelmed with the ideas coming up to my mind, I knew that I should move forward with the most realistic ideas, considering: 

 👉 What are the resources required to make this successful?

👉 What is the timeframe to make these changes? 

👉 Do we have enough human resources to make this happen?

👉 How is this affecting the company's ROI?

How to simplify the demo booking process, at the same time, optimise lead filtering flow? 

At this point ... 

3. Created a list of goals I wish to achieve from this project

The current demo booking form filters the leads based on their geographical regions, industries, company sizes, and use cases. The form consists of 12 questions that might cause potential clients frustrations. Having understood fully how the existing process flow works, I've noticed a couple of issues that double up the team's workload. In this case, I believe that simplifying the process itself is not enough, the lead filtering time is also crucial. 

What if we change the flow from this 👇

🥳 Demo inquiry


Enter details to CRM


Enter details to Google Spreadsheet

Verify lead's quality


Revert to sales guy


Sales reach out to the clients

To this (optimized version) 👇

🥳 Demo inquiry


Integrate Calendarly



Booking confirmation





Monthly Newsletter

marketing team plan out the monthly marketing efforts


populated to mailchimp

Company Name

Sales reach out to the clients

sales rep receives lead info based on geographic locations

populated to CRM

Interested Products

Before that, let's take a look at the existing demo booking design

Screen Shot 2022-07-25 at 12.15.14 PM.png

Previous version: no automation

  • The team struggled to automate the details obtained from potential clients with the CRM tool

  • Failed to distribute the inquiries/leads to the related representatives fairly.

Screen Shot 2022-07-26 at 10.19.40 AM.png

Improved version: with automation

  • Calendarly allows the clients to match their availability with the Sales Development Representatives. 

  • They are allowed to pick the available time slots based on the date you've chosen. 

Automate the front-end inquiries

Screen Shot 2022-07-26 at 10.20.01 AM.png
  • Integrate the booking form with a CRM tool, and all information obtained will flow directly to the CRM platform. 

  • Region to identify which Sales Development Representatives would take charge of this lead. 

Minimize lead allocation errors

Screen Shot 2022-07-26 at 10.29.06 AM.png
  • Optional information allows the Sales Development Representatives to prepare for a more personalized demo. 

Personalized experience

Screen Shot 2022-07-26 at 10.31.19 AM.png
  • Upon booking a demo, the client gets to review a confirmation prompt. 

  • An automated email will also be sent to them as booking confirmation.

  • They can add the event to their calendar.

Client's engagement

With the limited human resources, how can we promptly get back to the inquiries received?

It's true that from a B2B perspective, having an inquiry about a demo is more important than general inquiries. However, based on the research outcomes, anyone who writes in could be a potential client. Some have the intention to learn more about the company/products but aren't ready to talk to the Sales Development Representatives yet, this could be the reason why they send in a general inquiry looking for more information rather than booking a demo.


I have also received inquiries asking about technical questions that require assistance from the engineering team. Regardless of the type of inquiry, it's crucial that we get back to those who are interested in finding out more about Rokid. The question is, with the limited human resources, how can we promptly get back to the inquiries received?

Screen Shot 2022-07-27 at 7.59.18 AM.png

Previous version: no automation

  • The team struggled to automate the details obtained from potential clients with the CRM tool

  • Failed to distribute the inquiries/leads to the related representatives fairly.

Screen Shot 2022-07-27 at 7.55.23 AM.png

Improved version: categorization

  • ​Instead of having one contact form to filter different inquiries, it might be more productive to separate sections into different forms, allowing the internal stakeholders (departments) to handle their expertise and have full control of managing the inquiries.

Seamless user experience

What about the website user interface? ...

I re-designed the website user interface based on what I learnt from users

Here are the UI designs for the official website: 

Homepage, old version: 


Homepage, redesigned version:


Leading product:


View products details:

Product features and statistics

X-Craft product features

X-Craft use case scenario

Stay connected: blogs, events, careers, news

Product page (glass2), old version: 


Product page (glass2), re-designed version: 


Glass2 header

Product information

Selling point (infrared glasses)

Use case scenarios

Product details

Partner's use case 

Feel free to reach out to me to view more ✨🙌

Reflections & Takeaways

This is my first ever individual project ever since I decided to pursue my career in UX design. I struggled a lot at first with getting people involved in my research process. Everyone seemed pretty occupied at work, it was quite a challenge for me to get everyone together and ask for their opinions. I figured out that constantly keeping your co-workers updated with the findings will improve team engagement in the research process. My strategy is that I made every Tuesday after lunch, a mandatory 45 minutes meeting to ask questions and receive feedback on my work. I am utterly happy that my co-workers are being very supportive of my project, their feedbacks are mostly constructive and it helped me a lot with my own logic systemization process. 

I do believe designing a B2B website, fancy is not necessarily the way. I find it a little tricky, especially when I first wireframe the flow, I often question myself am I doing it way too simple? I then figured out that is not the case because if the target audience is someone who already has slight knowledge about AR technology, pointing out the product functionality should be the main focus. Telling stories about how Rokid's products could solve the enterprises' pain points along with the selling points (such as 5G and IP66 certification) are really the things I should emphasize. 


If I get the chance to redo the project again, I would love to add some interactive elements to the website. For example, a scenery 3D model (in heavy industry) that allow visitors to be virtually involved in the settings where they get to imagine themselves wearing AR glasses at work and how it might improve work efficiencies. In this way, not only it will help with explaining the products' selling points, but it also increases the website traffic retention rate, as well as serves branding purposes. 

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