Analytics

Zapier is a leading automation platform that connects apps and workflows, helping users save time and increase productivity.

‘Analytics’ was a 0 -> 1 product release , a key offering of Zapier’s new enterprise package. Designed to provide users with actionable insights, it combines high-level KPIs, task usage analysis, and error tracking in a single centralized space. This effort represents a critical step in expanding Zapier's offerings for enterprise users.

Marketing video of Analytics

Team Observe

Product Designer: Tyler Mag

Product Manager: Annabelle

Tech lead: Bryce

Team Observe

Product Designer: Tyler Mag

Product Manager: Annabelle

Tech lead: Bryce Seager

Process

Journey Mapping

Created a journey map to identify friction points in the user experience and explored opportunities for improvement. Collaborated with UX research to facilitate a design sprint, leading the prototyping and sketching phases.
Based on the journey map, we decided to pursue two 0-1 features as part of the enterprise offering: Analytics and Alerts [see case study]. Analytics aimed to provide actionable insights through centralized data dashboards, while Alerts focused on providing an in-app interface to monitor workflow errors, and streamlining the troubleshooting process for users.

User Testing

Conducted usability tests to validate the proposed solutions. Key insights included:
- High-level KPIs (e.g., plan usage, active members)
- Importance of task usage and error tracking
- Persona-specific needs (e.g., account admins vs. individual users)

Vision Design

Developed a vision prototype that integrated user-requested features and anticipated future needs. The prototype guided the development of the MVP.

Technical Scoping

Held FigJam scoping sessions with engineering to identify feasible features. Key outcomes included:
- Prioritized high-impact features for MVP
- Mapped dependencies for consolidating data sources
- Addressed cross-team collaboration challenges

Hi-Fi Design and Iterative Testing

Refined designs for the MVP release and tested them with target users. Feedback was used to divide improvements into pre-release changes (e.g., UI tweaks) and future enhancements (e.g., new data sources).

Problems and Objectives

This project identifies key areas of friction and opportunities for the Analytics dashboard features within the scope of Team Observe:

Operational Metrics

Troubleshooting Friction
- Current navigation for troubleshooting Zaps (from Zap runs page to Zap details, then to the editor) involves too many clicks and is cumbersome.
  Objective: Streamline the troubleshooting process by reducing navigation complexity.
Zap Performance Analysis
- Admins and builders lack the ability to assess the quality of their Zaps (e.g., error rates, run frequency) directly in the product. Users resort to exporting Zap history for analysis in tools like Google Sheets or Excel.
  Objective:
  Provide built-in analytics for Zap performance to eliminate the need for external tools.

Reporting and Optimizing Task Usage

Lack of Detailed Reporting
- Difficulty in analyzing task usage by Zap, folder, user, or time frame.
  Objective:
  Introduce comprehensive task usage reports and dashboards to help users optimize workflows.
Task Usage Estimation Complications
- Admins struggle to estimate task usage effectively, leading to plan tier selection issues and resource underutilization.
  Objective:
  Simplify task usage estimation to improve account management and reduce overage concerns.

Engagement Metrics

Understanding Adoption Across the Organization
- Adoption metrics (e.g., first-time Zap creation, new app usage) are buried and not easily accessible.
  Objective:
  Surface adoption metrics more clearly to improve visibility across organizations.
Making Scaling Easy Through Visibility
- Admins need to validate ROI, such as time saved or costs avoided.
  Objective:
  Enable clear tracking of ROI to boost confidence in scaling Zapier usage.

Problems and Objectives

This project identifies key areas of friction and opportunities for the Analytics dashboard features within the scope of Team Observe:

Operational Metrics

Troubleshooting Friction
- Current navigation for troubleshooting Zaps (from Zap runs page to Zap details, then to the editor) involves too many clicks and is cumbersome.
  Objective: Streamline the troubleshooting process by reducing navigation complexity.
Zap Performance Analysis
- Admins and builders lack the ability to assess the quality of their Zaps (e.g., error rates, run frequency) directly in the product. Users resort to exporting Zap history for analysis in tools like Google Sheets or Excel.
  Objective: Provide built-in analytics for Zap performance to eliminate the need for external tools.

Reporting and Optimizing Task Usage

Lack of Detailed Reporting
- Difficulty in analyzing task usage by Zap, folder, user, or time frame.
- Objective: Introduce comprehensive task usage reports and dashboards to help users optimize workflows.
Task Usage Estimation Complications
- Admins struggle to estimate task usage effectively, leading to plan tier selection issues and resource underutilization.
- Objective: Simplify task usage estimation to improve account management and reduce overage concerns.

Engagement Metrics

Understanding Adoption Across the Organization
- Adoption metrics (e.g., first-time Zap creation, new app usage) are buried and not easily accessible.
- Objective: Surface adoption metrics more clearly to improve visibility across organizations.
Making Scaling Easy Through Visibility
- Admins need to validate ROI, such as time saved or costs avoided.
- Objective: Enable clear tracking of ROI to boost confidence in scaling Zapier usage.

Process

Journey Mapping

Created a journey map to identify friction points in the user experience and explored opportunities for improvement. Collaborated with UX research to facilitate a design sprint, leading the prototyping and sketching phases.
Based on the journey map, we decided to pursue two 0-1 features as part of the enterprise offering: Analytics and Alerts [see case study]. Analytics aimed to provide actionable insights through centralized data dashboards, while Alerts focused on providing an in-app interface to monitor workflow errors, and streamlining the troubleshooting process for users.

User Testing

Conducted usability tests to validate the proposed solutions. Key insights included:
- High-level KPIs (e.g., plan usage, active members)
- Importance of task usage and error tracking
- Persona-specific needs (e.g., account admins vs. individual users)

Vision Design

Developed a vision prototype that integrated user-requested features and anticipated future needs. The prototype guided the development of the MVP.

Technical Scoping

Held FigJam scoping sessions with engineering to identify feasible features. Key outcomes included:
- Prioritized high-impact features for MVP
- Mapped dependencies for consolidating data sources
- Addressed cross-team collaboration challenges

Hi-Fi Design and Iterative Testing

Key Features of the MVP

KPI Dashboard

Displays critical metrics, such as active Zaps, active members, plan usage, and error rates.

Task Usage Chart

Visualizes task consumption trends over time to aid in resource planning.

Task Usage and Error Rate Widgets

Provides detailed insights into which Zaps, apps, and users consume the most tasks or encounter frequent errors.

Key Performance Indicators (60 Days Post-Launch)

40% of revenue

The enterprise package’s success contributed to 40% of Zapier’s revenue for the quarter.

72% Retention Rate

Indicated strong engagement, with 72% of enterprise admins returning to use the dashboard after initial exposure.

Post-launch features

Following the MVP release, the team introduced several fast-follow subfeatures to enhance the dashboard:

ROI Tracking

Allowed users to see how much time they saved to affirm workflow automation was worth the investment.

Extended Reports

Enabled users to drill down into widgets and view detailed reports, with the option to download data as CSV files.

Feature considerations:

Expanded data sources
Integrate data at finer levels, including team, folder, and project-level analytics
Customizable Dashboards
Allow users to tailor their dashboards to surface data most relevant to their workflows.
API Integration
Offer API options to seamlessly integrate data into third-party tools, enhancing flexibility for enterprise customers.

Featured work

UX Summit Talk

Listen to my speaking engagement at the UX Summit about "UX Honeybadgers"

Alerts

| Zapier

An error notification interface for Zapier's enterprise plan. A 0->1 feature.

Price Manager

| Zilliant

A permissions feature for pricing users managing their workbooks.