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Thredd
Streamlining API Access for Prospects and Developers
My Role
Product Designer:
User Research, Information Architecture, Concepts, Visual Design.
The Team
Product Manager, Marketing, B.A, Developers.
Deliverables
Customer Journey Map, Sitemap, Hi-Fi Designs
Timeframe
3 Months | 2023
Thredd is a global payments processor, who have supported the rise of fintech challengers and technology leaders, many of whom have become unicorns worth over US$1billion.
Our developer portal, which provides secure access to a sandbox environment enabling prospects and customers to experiment with complex financial product configurations, had slow credential provision and a complex user journey. Time to first API call was 8+ hours. Support was flooded with questions, and we were losing prospects in the journey.
The new developer portal prioritised key user journeys and information, making it easy to setup and experiment with Thredd’s products and services. Credential access is secure and instantaneous. Time to first API call was reduced to <1 hour, as well as 5x increase in traffic to API documentation.
Problem
It was unclear what features and information developers need when evaluating payment processors. Project risked lacking critical features that could help differentiate our offerings from competitors.
Strategy & Approach
To solve this, I identified that RFPs and RFIs, which are procurement documents, were a valuable source of information and could be analysed. Secondly, I leveraged customer facing team's technical customer contacts so that I could understand their journey.
Execution
I reviewed numerous RFPs and RFIs to pinpoint specific technologies of particular interest to prospects. I used thematic analysis to quantify the results. I interviewed technical customers to understand their goal in using a developer portal.
Results
The analysis provided clear guidance on essential features, such as detailed API documentation and security information. These insights informed the development of a more competitive and customer-focused developer portal, enhancing our market position.
Problem
We needed a clear understanding of how our developer portal compared to competitors' offerings to ensure we provided superior features and a better user experience.
Strategy and Approach
I conducted a comprehensive competitive analysis to identify strengths and weaknesses in competing developer portals. Criteria was elucidated by reviewing the developer portal awards website for "Best in Class"
Execution
I systematically reviewed the developer portals of competitors on a myriad aspects incl. positives, negatives, UX, Design and a number of expected capabilities.
Results
These insights informed targeted enhancements to our developer portal roadmap, ultimately revealing our existing strengths and exploitable weaknesses of competitors.
Problem
Recruiting external developers for research was challenging, given the unusual background required and expense of reaching such users. This risked developing features that might not fully align with user expectations.
Strategy and Approach:
I decided to leverage internal developers who could provide valuable insights. This allowed us to still gather relevant feedback and ensure that our developer portal was aligned with real-world use cases.
Execution:
I organised interviews with internal developers from various teams or customers, focusing on their interactions with both our existing portal and competitor portals. We discussed their workflows, challenges, and feature preferences.
Results
The research provided crucial insights, such as the importance of clear and concise API documentation, intuitive navigation, and robust error handling examples.
Problem
The development environments were complex, making it hard for team members and stakeholders to understand how everything worked together, which could lead to confusion and mistakes.
Strategy and Approach
To make things clearer, I used visual maps to show how different parts of the environment interacted and created low-fidelity flows to outline user journeys in a simple, easy-to-understand way.
Results
The visual maps and low-fidelity flows helped the team better understand the environment and user workflows. This led to better teamwork, fewer misunderstandings, and helped us spot potential issues early on. As a result, we were able to develop a more user-friendly system more efficiently.
Problem
Content in this context really matters- there was a need to establish a clear and effective structure to ensure users could easily find relevant information and navigate smoothly.
Strategy and Approach
I used site mapping to design the information architecture from scratch, aiming to create a logical flow of content that meets user needs and business goals.
Execution
I created an initial site map to outline the site's structure, including key pages and navigation paths, based on user research and best practices. After reviewing it with stakeholders to align with user needs and objectives, we tested it with potential users and made adjustments to optimise the information architecture.
Results
The final site map established a strong foundation for the new site’s information architecture, making it easy for users to navigate and find what they need. This well-organised structure improved user satisfaction and supported the overall goals of the site.
Problem
Before design started, I wanted to ensure we were building the right thing. Developer portals can be massive, and are critical in the sales process. We were aiming for an "MVP" but I wanted to ensure a scalable experience.
Strategy and Approach
Create the lowest fidelity wireframe possible to validate feature functionality, begin creating layout, navigation and design required wireframes to get a head start on high fidelity.
Execution
The wireframes were shared with stakeholders for feedback and iteratively refined to improve clarity and usability, and features fleshed out in a roadmap.
Results
The wireframes provided a clear blueprint for the design and development teams. This process helped streamline design and development and resulted in a more effective final design.
The solution for the developer portal focused on creating an intuitive, user-friendly platform that caters to the needs of developers evaluating and integrating payment solutions. We designed the portal with clear, comprehensive API documentation, interactive tutorials, and a robust sandbox environment to allow developers to test features in real-time. The navigation was streamlined to ensure easy access to key resources, while support tools such as a community area and detailed FAQs were integrated to provide immediate assistance & foster a sense of community.
What Went Well
I enhanced the developer experience by streamlining access to API resources and sandbox environments, improving usability and receiving positive feedback on the portal’s design and functionality.
Could Do Better
I really wished I had more time to spend on the content - Especially around the recipes we created. The recipes we did release were adored, and I always enjoy making others' lives easier.