Recreating our integration marketplace
SafetyCulture is just one part of how our customers work. The integrations marketplace is what connects the customers to every other app they had in their tech stack. Alongside a bright team, I helped design the rebuild of the integrations marketplace from scratch.
SafetyCulture
Senior Product Designer
6 months
Web app + marketing site
Sole designer, 1 PM, 2 engineers, 1 agency
A bit of context first
SafetyCulture is a data capture tool. Across industries, teams use it to run processes: inspections, audits, maintenance checks and training. The data lives in SafetyCulture, essentially.
Many customers wanted to bring context into SafetyCulture from a system that's already their source of truth. Think pulling asset records from SAP so the right information is there when someone runs an inspection. Others wanted to push what they've captured outward, back into their ERP, into a data warehouse, or into whatever system owns that information for the business.
Either way, we were a part of a workflow, not the whole thing. The integrations marketplace is what makes these connections possible.
"We've had SafetyCulture for maybe 10 years. Only since you told us have I finally been building workflows. Things like email reports into people's inboxes, QR codes on assets. And people are quite surprised. They didn't realise we could do this. I want to know what I don't know.”
Ian Stephenson
Process Improvement Lead, Simpsons Malt.
This came up in a customer success call and it really stuck with me throughout the project. The integrations worked. They actually made our customers’ lives 10x better once they were up and running. People just could not find them.
The brief and what it left out
As I had newly joined the team working on this project, my PM had already set the direction. Our goal was to move from building integrations ourselves to opening it up to third parties, aka, partners to build integrations for our customers.
What wasn't defined was what that experience would actually look like. How would customers find and install integrations? How would third party partners list their products? And how would our own internal teams keep it all running smoothly? These are just some of the questions I set out to answer.
The marketplace we had was a single page in the app, buried in a dropdown menu. There was no search. No filtering. No way to surface an integration in context, like suggesting a Google Drive connection when someone was trying to export an inspection report. Every listing was hard-coded, so even a small copy update required an engineering deployment. The poor UX also impacted the way our teams thought about integrations too. Other product teams treated integrations as an afterthought. It was always something to worry about at the end of a release, not the beginning.
Process
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
The StreamLine mobile banking app redesign successfully addressed the usability issues, resulting in a more intuitive and user-friendly experience. The improved UX/UI design led to increased user adoption, engagement, and satisfaction, demonstrating the value of a well-designed template for UX designers.
