As Workato grew, the company gained more partners and viewers flooded in to learn more about Workato's capabilities. The old App Directory with it's single-capability search function, and text-dense, manually-edited entries became a problem. This called for a redesign - a fresh directory with a user-friendly search, with each entry dynamically updatable with relevant information.
ABOUT
Users use the App Directory as a point of comparison between Workato and other integration platforms. The information here is crucial to their decision-making, and the page is thus a major point of entry - the page sees 20% of all traffic, and a significant amount of signups (29%) start here.
As seen above: there were two live versions of the app page. The version for smaller apps was a dynamically generated generic template with basic information, and the version for major apps (like Salesforce, Slack and Workday) contained customized use cases, with more updated information on Workato’s capabilities.
Problem & Vision
The tension created by two existing versions of the page produced inconsistency, resulting in an increased cognitive load. This detracted from the overall website experience and meant less visitors converting to customers.
Therefore, the research question then became: How might we create a unified visitor experience for the App Directory, resulting in an improvement of quantity and quality of user signups.
Role
I was the sole designer for the project, working with a product manager to identify and brainstorm solutions for user experience problems.
Discovery - A Two-Sided Solution
We used two web analytics tools, Mixpanel and Hotjar, to narrow down the problem and set the scope of the design project.
From Mixpanel - we found that the page’s bounce rate was 62.5% - for more than half of visitors, crucial information was insufficient or unclear. From Hotjar- eye tracking revealed that users spent the least time on the ‘Use Cases’ section, what was supposed to be the most important section of the page.A second observation was the average time spent was 1m 20s.