Background

Zapier is an online automation tool that links your preferred apps like Gmail, Slack, and Mailchimp. It allows you to automate repetitive tasks by connecting two or more apps, all without the need for coding or developer assistance.

Zapier seamlessly integrates thousands of applications.

Summary

20%

User Research: conducted user testing, information architecture (IA), user interviews, Jobs-to-be-Done, and data analysis.

 

45%

Product design informed by user research findings, customer feedback, and data. From wireframes and prototypes to pixel-perfect mockups.

35%

Product strategy: spearheaded product discovery efforts and collaborated closely with product managers and other stakeholders to prioritize features.

Activation/Growth

In my role as the Product Designer embedded within the Activation Team, my primary responsibility was to craft pathways to facilitate the success of Zapier users. This encompassed various tasks, including the creation of engaging user experiences, conducting rapid experimentation based on data-driven insights, and designing user interfaces that effectively address user pain points.

By leveraging these strategies, our team aimed to enhance user satisfaction and drive adoption of the Zapier platform.

The primary areas where I directed my efforts included:

  • Enhance the overall onboarding experience for users by refining the process to be more intuitive, informative, and engaging. This involves identifying pain points, streamlining the steps users need to take to get started, providing clear guidance and instructions, and incorporating user feedback to continually iterate and improve the onboarding journey.

     

  • Assist users in discovering their initial use case for Zapier, as its extensive capabilities can be challenging to navigate.

     

  • Educate users on how to utilize Zapier and apply it to their specific use case.

The responsibility and impact of these projects were significant, as they were critical for the success of Zapier and its users.

Onboarding experience

Improving the onboarding experience at Zapier presented significant challenges. Our main constraints included:

  • Users could sign up to Zapier through various paths.
  • Inspiring and providing useful use cases was difficult if users didn’t specify the apps they used.
  • If users didn’t create a successful zap during their initial visit, they were less likely to return.
  • Zapier is a complex product with diverse uses.

To enhance this experience quickly while still prioritizing discovery, the team adopted two-week sprints. This approach allowed us to implement small experiments, test hypotheses, and iterate based on successful outcomes.

I also led the creation of an Opportunity Tree for the Activation team.

This artifact proved to be incredibly valuable in providing a clearer overview of the big picture and enhancing the team’s prioritization efforts. Equally important, the diagram encouraged greater involvement from the rest of the team in the decision-making process.

 

Other projects I worked on

  • Redesigned the Zapier homepage to enhance user engagement, improve navigation, and effectively communicate the platform’s value proposition. This involved revamping the layout, refining visual elements, and optimizing content to create a more compelling and user-friendly experience.

     

  • Redesigned Zapier’s newsletter to be responsive and ensure optimal display and usability across various devices and screen sizes.

     

  • Played a role in enriching the Design System library by adding new components, updating existing ones, and ensuring consistency and coherence across design elements used throughout the product.