Lead Capture Quiz
Quadro Project
Company
DIRECTV
Project context
DIRECTV was paying a third-party vendor to capture leads, which was costly. The business wanted to internalize this process by designing its own guided quiz, reducing expenses and giving agents better context when contacting customers.
Goals
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Bring lead capture in-house to reduce dependency on costly external vendors.
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Collect richer customer context so agents could engage with qualified leads and recommend the right package.
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Design a friendly, guided quiz experience that helped customers explore their options and smoothly connect with an agent to complete their purchase.
Role
I designed and iterated on the quiz flow, tested different question sets, and collaborated with business stakeholders to balance customer simplicity with lead quality.
Problem statement
The company needed to cut vendor costs and improve lead quality. Customers found the old process impersonal and confusing. The challenge: design a quiz that felt approachable, helpful, and collected the right information for agents.
The process
Research & Discovery
Analyzed vendor model, and customer pain points.
Define &
Prioritize
Set goals: guide customers.
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Ideation & Prototyping
Explored quiz flows, layouts, and question sets.
Testing &
Iteration
Usability sessions; refined questions & placement.
Implementation & Rollout
Launched MVP, integrated analytics, ongoing updates.
MVP: start simple, ship fast
For the first iteration, I focused on the lightest viable quiz: a couple of intent questions and a clear choice at the end—contact by phone or email.Goal: prove we could capture leads on our own site and hand them off smoothly to sales.
With this info, agents could open the call already aligned on a likely package, shortening time-to-value for customers.
Narrowing questions → better recommendations
After launching the first iteration, we noticed agents still lacked enough context to make strong recommendations quickly. Customers were being routed, but conversations often started from scratch.
To fix this, we expanded the quiz with questions that helped us narrow down the right package upfront:
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Satellite vs. Streaming → Knowing delivery preference set the foundation for the right offer.
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Premium channels → Asking about HBO, STARZ, and SHOWTIME filtered customers who valued add-ons.
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Content type → Sports, Movies, Family, Local, or Streaming Apps—this shaped which package surfaced as the best fit.
The goal was to strike the balance: just enough questions to personalize, but not so many that customers dropped off.
Final questions in quiz:
Content interests
Ways to watch
Genre pack question
Service agreement type
Current provider
Internet availability
Premium channels
Seamless Across Devices
Once we validated the quiz flow and placement, we focused on making sure the experience worked consistently across desktop, tablet, and mobile.
Instead of creating three very different layouts, we designed a unified structure that adapted to each breakpoint. This approach:
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Created a seamless, familiar experience no matter which device customers used.
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Optimized the UI space available while keeping the quiz lightweight and approachable.
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Reduced design and development complexity while ensuring a stronger brand alignment across devices.
Several iterations on design and functionality. Can user multi select? Checkboxes vs toggle buttons?
Adding Guidance & Clarity
During this iteration we also added features that improved usability and transparency:
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Step indicator → Customers could see how far along they were in the quiz, reducing drop-offs.
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Icons for categories → Made the options easier to scan, especially on mobile.
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Scheduling calendar → Instead of only “phone or email,” customers could now choose the best time for an agent to call them, giving them more control and improving the overall experience.
Make it visible (placement test)
Two placements tested:
19-person test → 95% preferred side-by-side: instantly visible, no scroll, clearer “why.”
Stacked
(below the hero)
VS
Side-by-side (inside the hero)
Usability testing images
​​Key Insight: Efficiency and clarity mattered far more than aesthetics.
Some feedback that really stuck with me:
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“I like when everything is on the same page. I don’t like to scroll excessively.”
But not everything was perfect—we also learned that hero imagery could be misleading (“Is this quiz about baseball?”) and that we needed to give users a stronger reason to take the quiz beyond just “recommendations.”
The final experience
We refined the quiz to feel conversational and approachable. Steps included:
Impact
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Improved conversion by reducing friction
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Personalized offers → more gross adds
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More efficient paid traffic → lower CPGA​
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(Note: business later tested a version where the quiz was placed lower on the page to prioritize marketing content — a reminder that user insights and business needs must coexist.)
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What do you like to watch?
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Do you prefer satellite or streaming?
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Do you have internet access?
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Interested in curated packages?
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At the end, users got a personalized recommendation—for example, Genre Packs—plus the option to connect directly with an agent if they wanted more support.
Lessons Learned
The project showed me how iterative testing sharpens the balance between business needs and user friendliness. Less is more: only the right questions survived.
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Ask only what improves the recommendation. Fewer, smarter questions beat long forms.
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Above-the-fold placement isn’t cosmetic—it drives engagement.