Add-On Store
AppDirect — SaaS integration marketplace
Designed and improved a marketplace experience enabling customers to discover and evaluate third-party solutions that extend platform functionality, improving product discoverability and decision-making across the AppDirect ecosystem.
Role
Lead Product Designer
Focus
UX Strategy · Information Architecture · Journey Design · Research · Interaction Design · Stakeholder Collaboration
Impact
Improved solution discoverability and strengthened decision-making through enhanced content structure and evaluation pathways.
Opportunity
AppDirect’s Add-On Store enables customers to extend marketplace functionality through third-party solutions and integrations. The goal was to improve discoverability, education, and decision-making for customers evaluating partner products.
Experience design
Designed new educational and decision-support experiences, including solution comparison pathways, customer success stories, and “How It Works” content to help customers make more informed purchasing decisions beyond feature comparisons alone.
Iterated on UI/UX designs based on customer feedback, stakeholder input, and evidence-based decision-making, advocating for user-centered solutions throughout the project lifecycle.
Strategy & discovery
As lead designer and key stakeholder, collaborated with Product Marketing to define project objectives, audience needs, and value propositions across multiple customer segments. Helped shape the site architecture and user journeys to better support solution discovery and evaluation.
Led and participated in customer interviews, helping develop research questions and synthesizing findings into actionable design and content recommendations.
Execution & delivery
Owned the visual design and end-to-end UX execution of the experience, ensuring alignment with product goals, brand standards, and responsive design requirements. Established QA processes and implementation standards to deliver a polished, high-quality customer experience.
