Developer Portal
FinTech API Documentation and Product Guides
In this case study, we'll dive into the transformative journey of a data-driven API Portal project that not only streamlined our Customer Onboarding Process and Product Delivery but also broadened our horizons in reaching new clients while ensuring our current ones feel right at home.
The problem
Sales
Saying to clients you will send a bunch of PDF’s with API sounds not like FinTech, right?
Implementation
Delivery & Implementation Team overweighted with tickets snd manual work.
The Why
On a broader scale, an API Portal can greatly enhance the client journey. For instance, it can attract more qualified leads by offering insights into our services before direct contact. Additionally, it expedites onboarding through accessible documentation and resources.
The What
To better understand our user needs, we had interviewed some existing clients, potential clients, and also the support and implementation teams.
From the current clients the main goal was to collect feedback on their experience while during the onboarding process.
From potential clients, we were most interested on understanding the journey they would take to get to the decision phase about whether to adopt a product or not.
It was also critical for us to determine when consumers might be willing to offer us with additional information so that the sales team could follow up.
Me as Product Designer
Product Designer Lead working with Product Director and a Web Designer
- Interviews with Sales Team, Support Team and Customers
- Research and Findings presentations
- Facilitate workshops with Stakeholders
- Create Jobs to be done and User flows for each persona
- Create sitemap for review and iteration
- Facilitate the MVP workshops
Key insights
"Even me, as a technical person, I would first read non-technical documentation."
“I would need to find my use case on the website to be interested in visiting the developer page.”
"I had to become an expert in payments."
“Guides and Demos can definitely reduce support interaction”.
“Guides should come before API endpoints.“
"APIs references should be descriptive”.
"It is crucial to have technical support with a quick response."
The User
Product Vision
The How
Workshops
Following a round of insightful interviews, we've sketched out a blueprint for an API portal that's set to jazz up the conversation between our Product and Development teams.
The goal? Spot those features that will make the most bang for our customers' buck and our team's time.
API’s Information Architecture
Developers struggle to find specific endpoints due to poor documentation and require better information flow to navigate API processes effectively.
Card Sorting
Multiple Card Sorting sessions with Implementation, Support, and Delivery teams were held to organize API reference menus effectively, covering client onboarding to post-sales support comprehensively.
UI Design
Wireframes
UI Design Iterations - Reviews Cycle
Product Delivered
Website
Documentation - Read me
Outcomes
A better comprehension of the user journey to getting started.
All endpoints grouped by product.
Product-feature flows created.
Standardised organisation designed to maintain uniformity across regions.
MVP Metrics
-30%
Since the introduction of the portal, our Implementation Team has been able to relax and enjoy some downtime.
-50%
The Support Team has welcomed the decrease in API-related tickets, offering them a chance to catch their breath.
-60%
The Sales Team has found that the API Portal has reduced the reliance on the Implementation Team during pre-sales, streamlining the process for everyone involved. A win-win situation for all!
What would I have done differently?
- Obtain additional insights from Sales Teams regarding customer needs.
- Conduct interviews with more customer developers rather than customer representatives.
- Consider organizing more workshops since not all stakeholders could always attend; perhaps an asynchronous session could be an option.
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