Calendly

Check out Calendly Dynamic Routing

Designing Logic for Sales: Dynamic Routing at Calendly

Senior Product Designer

 
 

🎯 The Problem

Calendly is a scheduling platform that helps individuals and teams book meetings more efficiently by eliminating back-and-forth emails. But for sales teams, the real challenge isn’t more meetings, it’s the right meetings with the right reps.

Without CRM data like company size, territory, or account ownership, Sales teams were stuck doing manual work, slowing their sales funnel by days.

By integrating CRM data directly into their Calendly scheduling flow, we could better align Calendly with sales funnels and remove the manual steps slowing teams down.

 

🔍 What Would Clear the Path to Conversion?

My first step was starting with user research to understand bottlenecks and pain points in lead conversion. This including talking to Sales Reps, RevOps Managers and Sales Leaders. Basically, anyone who had anything to do with speed-to-lead and pipeline efficiency in their organizations.

 

A RevOps Admin walking me through how their org sets up lead qualification logic in Salesforce.

 

What I learned quickly was that “routing” wasn’t just a single step in the sales funnel. It was a complex, multi-team process with different ownership, tools, and pain points at every stage. To make sense of it all, I mapped the journey of a lead from first touch to booked meeting, capturing the key decisions and responsibilities along the way.

By visualizing the complexity, it became clear that solving for lead routing wasn’t just a sales challenge, it required understanding the broader ecosystem and designing a solution that worked across each groups slice of the sales funnel.

 

Sales Funnels 101 Crash Course: Attracting leads, configuring rules, qualifying them, booking.

 
 

🌱 From Research to Blueprint

Together with my product and engineer team partners, we were able to translate our knowledge into a clear picture of the lead journey. This step turned raw research into a blueprint, visualizing how leads move across teams, where friction emerges, and where opportunities exist for Calendly to step in. The results was a shared artifact that aligned the team on the problem space and set the foundation for designing Dynamic Routing.

 

The blue nodes indicate where Dynamic Routing had to be injected to solve key gaps.

 

With context gathering complete, I was ready to start designing.

 

🎯 Blueprint to Wireframes

With the problem clearly defined and a JTBD in place, the next step was to explore how Dynamic Routing could meet these needs. I began mapping solution paths for inputting Salesforce logic into existing sales forms and the logic controls to tie them with Event Times in Calendly.

 

Import a form, create logic, point to destination Event Times.

 

Users needed to import a form (80% of use cases) or create their own and assign conditional logic.

 

Early concepts of a completed form, routing to event types, tied to Salesforce logic.

 

A Head of Demand Gen walking me through her example use case in an early version of Dynamic Routing.

 

I walked users and stakeholders through the early flows, which helped validate where the routing made sense and where it still felt confusing. We could see what clicked, what needed simplification, and what details mattered most to the people actually setting up and using routing. Each iteration built on the last, steadily moving the idea from a rough sketch into a solid foundation.

 

🎨 Final Solutions + Designs

 
 
 
 
 
 

📈 Business Impact

For Calendly, the success of Dynamic Routing was immediate:

  • 30 days after our first launch, we measured a 4% increase in upgrades to the Teams plan, with Dynamic Routing cited as a key driver.

  • Adoption of Calendly in the Sales segment grew 6% QoQ, as Dynamic Routing addressed a critical pain point for Sales teams qualifying and booking leads.

  • Accounts using Dynamic Routing saw a 12% increase in Event Times Booked compared to Teams accounts without Dynamic Routing.

 

✅ Conclusion

Dynamic Routing started as a response to a clear pain point: sales teams needed a better way to connect and meet with high-intent leads. Through research, mapping, and iteration, we turned that need into a feature that not only streamlined the sales journey but also drove measurable impact for Calendly’s business and it’s sales customers.