API Explorer.

Empowering the API Explorer to restore a stalled sales pipeline

Problem

A devastating six-month, 0 sales conversion rate proved our 160+ APIs were inert due to technical complexity. This crisis required a strategic design leader to mitigate risk and restore the sales pipeline, emphasizing that UX is critical for internal revenue tools.

Details

My role:

Research & UX Design

Timeline:

2025 Q1

Responsibilities:

End-to-end process

Tools

Highlights.

Empowering the API explorer to restore a stalled sales pipeline

60%

Reduced demo setup time

92%

Sales demo success rate

3000+

Demo sessions in Q2

CHAPTER 1 Discovery.

Stakeholder interviews

Market & Demand

RESEARCH

Understanding.

Held 10+ interviews with sales team, developers, and clients, uncovering frustrations with technical barriers and JSON-heavy outputs.

Feedback emphasized needs for simplified navigation and demo tools, aligning with insights from competitor reviews where platforms like SumSub offer API explorers but lack pricing integration.
Stakeholders highlighted the Q1 2025 sales downturn and urged the product team for a solution to restore momentum.

CHAPTER 1 Discovery.

Stakeholder interviews

Market & Demand

RESEARCH

Understanding.

Held 10+ interviews with sales team, developers, and clients, uncovering frustrations with technical barriers and JSON-heavy outputs.

Feedback emphasized needs for simplified navigation and demo tools, aligning with insights from competitor reviews where platforms like SumSub offer API explorers but lack pricing integration.
Stakeholders highlighted the Q1 2025 sales downturn and urged the product team for a solution to restore momentum.

CHAPTER 1 Discovery.

Stakeholder interviews

Market & Demand

RESEARCH

Understanding.

Held 10+ interviews with sales team, developers, and clients, uncovering frustrations with technical barriers and JSON-heavy outputs.

Feedback emphasized needs for simplified navigation and demo tools, aligning with insights from competitor reviews where platforms like SumSub offer API explorers but lack pricing integration.
Stakeholders highlighted the Q1 2025 sales downturn and urged the product team for a solution to restore momentum.

CHAPTER 1 Discovery.

Stakeholder interviews

Market & Demand

RESEARCH

Understanding.

Held 10+ interviews with sales team, developers, and clients, uncovering frustrations with technical barriers and JSON-heavy outputs.

Feedback emphasized needs for simplified navigation and demo tools, aligning with insights from competitor reviews where platforms like SumSub offer API explorers but lack pricing integration.
Stakeholders highlighted the Q1 2025 sales downturn and urged the product team for a solution to restore momentum.

CHAPTER 1 Discovery.

Stakeholder interviews

Market & Demand

RESEARCH

Understanding.

Held 10+ interviews with sales team, developers, and clients, uncovering frustrations with technical barriers and JSON-heavy outputs.

Feedback emphasized needs for simplified navigation and demo tools, aligning with insights from competitor reviews where platforms like SumSub offer API explorers but lack pricing integration.
Stakeholders highlighted the Q1 2025 sales downturn and urged the product team for a solution to restore momentum.

CHAPTER 2 Core components.

The core components enable seamless interactions, intuitive data handling, visual result presentation, and flexible organization with essential transactional and geographic insights.

CHAPTER 3 Information Architecture.

The core components enable seamless interactions, intuitive data handling, visual result presentation, and flexible organization with essential transactional and geographic insights.

CHAPTER 4 Wireframes.

Low-fidelity sketches focused on simple navigation, key filters, and modular components to ensure intuitive API exploration and demo flow.

CHAPTER 4 Evaluative research.

RESEARCH

Usability testing & solution.

Conducted usability tests with 15 participants, including sales users. Initial success rates hit 80%, with feedback on filter enhancements and output clarity. The solution and iteration required after the testing are:

Refined with real-time validation, optimized tables, and country/pricing integrations.

A/B tests yielded 35% better navigation, incorporating lessons from Perfios' quick onboarding to minimize friction.

CHAPTER

Final designs.

View prototype

Demo space.

Here user can tryout any APIs with realtime data. The response of the tryout will be in both table and json format

Tryout responses.

Tryout responses deliver real-time API results in user-friendly, structured tables for easy readability, with a toggle option for raw JSON views.

Outcomes.

60%

Setup time reduction

2.5X

Faster adoption in 2 months

35%

Support efficiency

Retrospective.

What I would do differently

Conduct deeper competitor analyses earlier in discovery, involve broader stakeholders including developers from ideation, and prioritize scalability testing sooner for the 160+ APIs.

Lessons

User-centric design boosts adoption by simplifying jargon and adding readable tables, flexibility through JSON toggles and dev doc links serves diverse users, and iterative feedback effectively addresses sales downturns like Q1 2025 with agile solutions.

Tradeoffs

Prioritizing sales efficiency streamlined demos but required later dev accommodations; opting for launch speed mitigated pipeline stalls at the expense of deeper market testing; choosing input simplicity reduced barriers while limiting advanced customization for power users.