Overview
The Self-Serve Marketplace is a
feature on the Birdeye platform
that empowers customers to
independently integrate
third-party applications.
SELF SERVE MARKETPLACE
DESIGNING INTUITIVE EXPERIENCES THAT DELIGHT AND ENGAGE USERS
PROBLEM STATEMENT
The current integration process requires multiple customer calls (30-40 minutes each) and significant setup time (30 minutes to 1 hour). Complex third-party app dependencies, like AthenaHealth, can take weeks to complete, adding further delays.
Time and Resource Intensive
Heavy involvement of the support team diverts resources from critical tasks, while low traffic and visitor engagement on the marketplace webpage hinder adoption, affecting overall growth opportunities and customer experience.
Limited Scalability and Growth
MY ROLE
I led the overall design and development of the Self-Serve Marketplace, ensuring smooth collaboration across teams and aligning the project with business goals.
Design Lead & Project Owner
1
I conducted comprehensive competitor research to identify market gaps, and then designed intuitive user interfaces and prototypes that were tested and refined with stakeholders.
Competitor Research & UX Designer
3
Working closely with project managers, I focused on understanding customer pain points, defining goals, and crafting solutions that addressed both user needs and business objectives.
Customer-Centric Strategist
2
I collaborated closely with developers to address queries, conducted thorough testing of the implemented design, and ensured the final product was user-friendly and ready for launch.
Developer Collaborator & QA Tester
4
Prototyping
During the design phase, we ensured that all identified pain points and opportunities were thoroughly addressed. Leveraging the Birdeye design system, we maintained consistency in design components and user interactions across the platform. Special attention was given to creating a clean, uncluttered, and intuitive interface, ensuring that users could easily navigate the integration process despite its inherent complexity. This approach not only enhanced usability but also reinforced the overall user experience, making the process feel simple and accessible.
Mid & High Fidelity Prototypes
Stakeholder Interviews
Customer Research
Competitor Analysis
Research
Identifying Key Bottlenecks
Through stakeholder interviews, user research, and competitive analysis, we pinpointed a major issue:
-
Current Process: Users must engage in multiple interactions with customer support, leading to a time-consuming process and low adoption rates for CRM integrations.
Competitor Advantage
Our competitors offer a fully self-serve marketplace where users can integrate CRMs directly on their website. This streamlined, user-friendly approach has led to:
-
Higher adoption rates for third-party apps
-
Increased revenue from integrations
-
A more efficient user experience
How might we enable users to integrate CRMs independently?
Introduce a fully self-serve marketplace that allows customers to integrate third-party apps seamlessly, eliminating the need for support team intervention.
How might we boost CRM adoption through an easier process?
Integrate promotional videos highlighting the features and benefits of third-party app integrations, driving higher adoption rates and educating users on the value these integrations provide.
How might we improve the CRM integration experience?
Implement a clear, step-by-step process where users can see both completed and upcoming steps, providing transparency and reducing confusion.
How might we reduce support interactions in the integration process?
Use information banners and hover messages to over-communicate, helping users navigate any potentially complex steps with ease.
Ideation
Problem identification
User Personas & Pain points
HMW Questions
How might we improve the CRM integration experience?
Competitor Analysis
How might we reduce support interactions in the integration process?
How might we increase revenue with a self-serve marketplace?
How might we boost CRM adoption through an easier process?
How might we enable users to integrate CRMs independently?
Testing & Validation
Usability Testing
Heuristic Evaluation
Iteration Based on Feedback
Research
INSIGHTS - Through extensive user research and competitive analysis, we identified a significant bottleneck in the current integration process. Users were required to engage in multiple interactions with the customer support team, making the process time-consuming and leading to lower adoption rates for CRM integrations. In contrast, our competitors offer a fully self-serve marketplace where customers can seamlessly integrate CRMs directly through their website. Their streamlined and user-friendly process has resulted in higher adoption rates of third-party apps, ultimately driving increased revenue from these integrations and delivering a more efficient user experience.
THE GOAL
-
Build the self serve platform where our customer can integrate apps with very less intervention of support or onboarding team.
-
List all the integrations in marketplace on Birdeye website to increase integration awareness among prospects
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Revenue generation channel with 90-100 new Leads per month and 15% increase in the integrations.
The ideation phase generated several impactful solutions to address the pain points identified during research:
-
Self-Serve Marketplace: Introduce a fully self-serve marketplace that allows customers to integrate third-party apps seamlessly, eliminating the need for support team intervention.
-
Step-by-Step Guidance: Implement a clear, step-by-step process where users can see both completed and upcoming steps, providing transparency and reducing confusion.
-
Enhanced Communication: Use information banners and hover messages to over-communicate, helping users navigate any potentially complex steps with ease.
-
Value Proposition Videos: Integrate promotional videos highlighting the features and benefits of third-party app integrations, driving higher adoption rates and educating users on the value these integrations provide.
Design
During the design phase, we ensured that all identified pain points and opportunities were thoroughly addressed. Leveraging the Birdeye design system, we maintained consistency in design components and user interactions across the platform. Special attention was given to creating a clean, uncluttered, and intuitive interface, ensuring that users could easily navigate the integration process despite its inherent complexity. This approach not only enhanced usability but also reinforced the overall user experience, making the process feel simple and accessible.
STEPS
TAKEN