Megan Driscoll

content design | service design | user research | UX strategy | information architecture | technical writing | content operations

Transfer

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

The problem

During the beta release, our research team identified that users didn't understand the difference between using Transfer and using our existing workflow tool (called a Zap).

My role

  • Content audit to identify unclear and inconsistent language.
  • Analysis of survey responses and Google Search console data to understand user goals and language.
  • Design improvements to UI copy.

Findings

I completed an audit of the product content, and identified a few areas that could more clear, informative, and empowering.

  • UI copy mixed "Zap" terminology liberally with "Transfer" within the user interface (including "trigger" and "Zap").
  • Content was very Zapier-centered instead of user-centered.
  • We did not provide any examples of how to use Transfer to accomplish one of our users' goals.
  • There were no expectations set about the limited number of apps available to use during the beta.
  • The icon we were using for Transfer was synonymous with data storage, and wasn't intuitive for the functionality.

Solutions

In the user flow for creating a new automation:

  • I introduced user-centered language in the headline.
  • Clarified the distinction between the 2 automations.

In the empty state for the new feature, I worked with the designer to create a more informative experience that centered the user's goals.

  • Prompted the user to Create their first Transfer, instead of calling out that they don't have any created.
  • Emphasized importing records and a batch process to illustrate what goals users can achieve.
  • Added a link to a guide that walks users through how to set up and run a Transfer and suggests more common use cases.
  • Clarified product concepts, including:
    • the "source" and "destination" for user data.
    • consistent verbs for user actions to "select" and "transfer" data.
  • Worked with product and design systems to update the iconography.

 

Results

  • Increase in new Transfers completed from the empty state.
  • Increase in feature usage overall from the product home screen.
  • Positive feedback about the  clarity of the user experience from partners at the Partner Day product launch.