Transfer (new feature)

Problems to solve

In October 2021, Zapier announced Transfer, a new experience with Zapier's platform. 

As the newest (and only) content designer, I volunteered to pair with the product designer working on the feature. I also participated in asynchronous design reviews with the entire product team and executives in the 3 months leading up to the launch.

Process

My first priority was identifying key differences in the mental model between an automated workflow and this new functionality.

• Audited existing experience with the beta features.
• Reviewed Google Search Console queries for relevant search terms.
• Reviewed survey data with the PM and designer to identify early feedback and trends in usage.
• I also played a key role in communication between the product team working on Transfer, and our platform team supporting the underlying architecture that enabled the feature.
  
  

Findings

• Users reported in early survey feedback that they didn't see a big difference between using Transfer and our guided workflow experience with a traditional Zap. But there were some important constraints on Transfer, because only a few partner integrations supported the user interface for selecting data to send to another app.
• The icon we used for Transfer was synonymous with data storage, and wasn't intuitive for the functionality.
• The UI copy mixed "Zap" language in liberally with Transfer in the user interface. It wasn't clear if Transfer was a feature of a traditional Zapier workflow (called a Zap) or a distinct experience.
• Content generated for the beta experience was also very Zapier-centered, instead of user-centered. 

In this screen, I made recommendations to center the user and their desired goal in the headline, instead of emphasizing the power of Zapier itself.

Solutions

• I worked with the designer to create distinct concepts for the source and destination for each Transfer.
• We also added a "Beta" tag and microcopy to set expectations on the limited number of apps available as a data source.
• I worked with design systems to update the icon to align with the mental model of the functionality.
• A lot of survey responses noted that users liked the option to use Transfer to "repair" a Zapier workflow (Zap) that did not run. So the designer and I advocated for incorporating a link Transfer in the actions menu for a Zap.
• I worked with Product Marketing and design to create new experience for the empty state within the product.
  • Centered the user in headline, inviting them to create their first Transfer, instead of calling out that they haven't yet used the feature.
  • Based on popular use cases noted during user interviews and queries from Google Search Console, I emphasized importing records and a batch process to illustrate for users what Transfer is for.
  • The user flow reinforces the concepts of a source and destination for moving data from one app to another.
  • I suggested adding a link to a guide that walks users through how to set up and run a Transfer and suggests more common use cases.

The previous empty state for Transfer on the left, with edits applied to add more context and conversational language on the right.

Impact

• Transfer was well-received by users and partners on launch day!
• There was consistent feedback on the clarity of the user experience.
• Adding context and resources to the empty state for Transfer resulted in a noticeable increase in new Transfers completed from the empty state.
• Adding a link to use Transfer within the traditional Zapier workflow (Zap) editor also led to an increase in usage.