BridgeRev - Assessment Tool
A scalable way to evaluate prospects and prioritize outreach using dynamic scoring logic and role-based UX.
The Challenge
The BridgeRev RevOps Assessment Tool was originally concepted by our Technical Director, Erin Wiggers, as a way to simplify prospect qualification and streamline our internal intake process for leads. The early version laid a strong foundation for dynamic scoring logic, but it needed refinement from a UX perspective to improve user experience, hierarchy, and engagement.
From there, I stepped in to refine the user journey, elevate the UI, and ensure the tool could scale across use cases while aligning with our CRM and automation goals. Together, we transformed it into a strategic, user-guided experience that serves both end users and internal stakeholders.
The project team included:
Erin Wiggers, Technical Director, who developed the initial backend framework and system architecture.
Myself, Sr. UI/UX Designer, who refined the user experience, ensuring the platform was intuitive and streamlined across different devices and user types.
Justine Dolorfino-Thieman, Sr. Manager of Technical Services, who oversaw the entire project and guided it from a rough initial concept to a polished, fully functional portal.
Strategy & UX Decisions
We approached the tool as both a user engagement piece and an operational asset. Our strategy began with mapping out the user journey and identifying key decision points for logic-driven scoring. This allowed us to build a modular, flexible framework that could be easily adapted for different campaigns or personas.
Design-wise, the priority was clarity, momentum, and trust. We implemented progressive disclosure to reduce cognitive load, conversational microcopy to keep users engaged, and subtle animations for feedback and flow. The form adapts in real-time based on user responses, reinforcing relevance and keeping friction low.
Key UX decisions included:
A step-by-step guided layout with clear progress indicators
Dynamic branching logic to personalize the flow
A modular admin experience for maintaining scoring logic without dev involvement
Role-based access to ensure the right people could edit, review, or analyze responses
Seamless mapping of user input into HubSpot properties for automation and follow-up
This fusion of strategy and UX design ensured the tool didn’t just look good — it worked hard for both users and our internal teams.
The Outcome
The BridgeRev Assessment Tool is now a core part of their lead generation engine. It not only streamlined their qualification process but also actively fuels the sales pipeline with high-intent leads.
Direct Contribution to Pipeline: Leads generated from the tool are automatically routed to our sales team through HubSpot, helping prioritize outreach with meaningful data attached.
Recognition from HubSpot: The tool was featured in a HubSpot partner webinar as an example of how agencies can build powerful, conversion-focused assets using the CRM's automation capabilities.
Sustainable Lead Gen Asset: It's become a top-of-funnel entry point in multiple campaigns — from paid media to email nurture — and consistently delivers qualified prospects who are better informed and more sales-ready.
This tool exemplifies how thoughtful UX, internal logic, and platform integration can come together to support both marketing strategy and revenue outcomes.
