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Streamlined Import/Export experience

A platform to move data in and out from Smartsheet to third-party application

Smartsheet

11 months

Role: Product Designer

Roles & Responsibilities

User Research, Competitive Analysis, User Interviews, UX Design, Product thinking, Stretegic decision making, Prototying, Usability Testing

Overview

Year: 2024

Team: Project Manager, Design manager, Product Designer (me), UX Researcher

Tools Used

Figma

Miro/Lucid Board

Amplitude

Smartsheet

Problems overview

More tools, high learning curve, low user retention

The current interfaces of both premium products exist outside the core Smartsheet platform, resulting in a range of complex business and design challenges:

design problems

  1. Fragmented User Experience

Both premium products share similar workflows, causing redundancy and a fragmented user experience.

  1. Limited Discoverability of the tools

Operating outside the core Smartsheet interface, these tools are difficult for users to find and access seamlessly.

  1. Insufficient Integration Options

The limited selection of native integration logos falls short of user expectations, especially compared to competitors.

  1. Rigid Workflow of legacy tools

Users lack the flexibility to customize workflows by adjusting steps as needed.

  1. Context Disconnect with the sheet

Users cannot reference or link active sheets during workflow creation, disrupting focus and efficiency.

  1. Inconsistency and Scalability Issues

The lack of uniformity between the products hampers usability and limits future scalability across the ecosystem.

business probelms

  1. Losing out on $$$ big business deals

Users lack the flexibility to customize workflows by adjusting steps as needed.

  1. No scalability in the current product

Users cannot reference or link active sheets during workflow creation, disrupting focus and efficiency.

  1. Increase in operation cost from backend

The lack of uniformity between the products hampers usability and limits future scalability across the ecosystem.

Common P1 & P2 probelms

6-8 steps long wizard stepper

  • Refrains from quick import/export

  • Lead to a high learning curve to setting a workflow from start till end


No context with the sheet

  • Feels disconnected from where data is coming and going to

  • Often leads to using of an extrenal screen to refer and validate data

Not in the logical order

  • The functions are not logically in order and differ from product to product often leading to confusion

  • Feels initimidating to the first time users because of complex function names

Context

Context

New streamlined way to move data from Smartsheet to third-party integrated tools

New streamlined way to move data from Smartsheet to third-party integrated tools

The current Smartsheet platform features multiple premium products, of which two of them offer similar capabilities for importing, exporting, and syncing data between Smartsheet and third-party integrated tools. However, this overlap has led to a fragmented user experience and limited discoverability of these critical functionalities.

Recognizing this challenge, there was a clear opportunity to streamline the import/export experience, and elevating the overall data integration process within the platform.

Goal

To build single, scalable and expanded Integrations experience that allows users to easily import, export and sync data into Smartsheet in a simple yet impactful way, and gives valuable usage insight and monitoring controls to Administrators.

Overview of the design process

Overview of the design process

This is my main field of involvement

Owned by

Stage 0

Define Customer Problem Definition

UX Research if needed for discovery

Define clear definition of customer value proposition

Write product spec doc with RACIs

Owned by

Stage 0

Define Customer Problem Definition

UX Research if needed for discovery

Define clear definition of customer value proposition

Write product spec doc with RACIs

Owned by

Stage 1

Experience brief doc

Concept/UX reviews

Design iterations

Usability testing

DS+A11y check

Design Spec

Owned by

Stage 2-5

Design discovery for engineering

Development

Testing use cases

UX Audit by designers

Owned by

Stage 2-5

Design discovery for engineering

Development

Testing use cases

UX Audit by designers

Stage 6-7

Release internally

Release externally

Stage 6-7

Release internally

Release externally

Problems overview

More tools, high learning curve, low user retention

The current interfaces of both premium products exist outside the core Smartsheet platform, resulting in a range of complex business and design challenges:

design problems

  1. Fragmented User Experience

Both premium products share similar workflows, causing redundancy and a fragmented user experience.

  1. Limited Discoverability of the tools

Operating outside the core Smartsheet interface, these tools are difficult for users to find and access seamlessly.

  1. Insufficient Integration Options

The limited selection of native integration logos falls short of user expectations, especially compared to competitors.

  1. Rigid Workflow of legacy tools

Users lack the flexibility to customize workflows by adjusting steps as needed.

  1. Context Disconnect with the sheet

Users cannot reference or link active sheets during workflow creation, disrupting focus and efficiency.

  1. Inconsistency and Scalability Issues

The lack of uniformity between the products hampers usability and limits future scalability across the ecosystem.

business probelms

  1. Losing out on $$$ big business deals

Users lack the flexibility to customize workflows by adjusting steps as needed.

  1. No scalability in the current product

Users cannot reference or link active sheets during workflow creation, disrupting focus and efficiency.

  1. Increase in operation cost from backend

The lack of uniformity between the products hampers usability and limits future scalability across the ecosystem.

Challenge

Transform the product-centric approach into an action-driven experience, integrating standalone tools into the core Smartsheet platform to streamline import/export processes for greater efficiency and seamless user interaction within the sheet context.

Common steps

The current experience

The journey map of the current experience

P 1:

  • Consists of 6-8 steps

  • Can be accesssed by admins only

  • Legacy tool with no matching Design system


P2:

  • Consists of 8 steps

  • Can be accesssed by admins only

  • Legacy tool with no matching Design system

Experience brief doc snapshot

The current experience

One-stop shop solution to document all the design artefacts, feedbacks, changes, hypothesis,
rationals, design versions, references and purpose to stay aligned with the product vision.

One-stop shop solution to document all the design artefacts, feedbacks, changes, hypothesis,
rationals, design versions, references and purpose to stay aligned with the product vision.

Current landscape in numbers

Total number of users across different touchpoints

300k

Total users using Smartsheet tool or preminium capabilities to import/export data each month

2k

Scheduled import/export using P1
(standalone)

22k

Scheduled import/export using P2
(standalone)

272k

using import/export from menu options at the sheet level
(standalone)

Solution builders
Primary Users

————————————————————

————————————

HOW MIGHT WE

allow users to easily move data data between Smartsheet and third-party integrated tools quicker, faster and easier.



Admins/Managers
Secondary Users

————————————————————

————————————

HOW MIGHT WE

allows seamless data transfer between Smartsheet and third-party tools, allow a high-level workflow overview, and supports efficient bulk actions for streamlined workflows.


Admins/Managers
Secondary Users

————————————

HOW MIGHT WE

allows seamless data transfer between Smartsheet and third-party tools, allow a high-level workflow overview, and supports efficient bulk actions for streamlined workflows.


The Research

Research team identified three key segments, leading to the decision to streamline and consolidate the product names.

Value proposition
Not clear why users need to pay for import/export function


"Why is this add-on not part of the core platform? Why do I need to buy it separately?” - P1

Pricing justification
It's unclear why users need to pay for the import/export function

“When an org lacks the add-on that a few people need, it's tough to sell it to them. We can sell smaller packages now, but once this option is turned on, it applies to the entire plan” - P2

Purchase behaviour
They are less likely to buy standalone apps if it’s not part of the package due to the high cost.

“Some apps like Jira Connector and Data Shuttle are too expensive for small and medium businesses, especially those with fewer than 200 employees” - P3

The proposed experience

The journey map

The current interfaces of both premium products exist outside the core Smartsheet platform, resulting in a range of complex business and design challenges:

The current interfaces of both premium products exist outside the core Smartsheet platform, resulting in a range of complex business and design challenges:

Consolidated into 2-5 steps from 8 steps

The design screens

A brand new bold, fresh, & scalable designs for Integrations making import/export experience easier, simpler and quicker.

A brand new bold, fresh, & scalable designs for Integrations making import/export experience easier, simpler and quicker.

Impact

+20 hours
Saved per/week

+40%
import per/month

-70%
workflow create time

Current vs Proposed experience

Current vs Proposed experience

The current interfaces of both premium products exist outside the core Smartsheet platform, resulting in a range of complex business and design challenges:

Current

Proposed

Proposed

8-10 steps to create a scheduled workflow (no import/export option available)

#1

8-10 steps to create a scheduled workflow (no import/export option available)

The traditional style wizard experience with scheduled workflow creation option. Does not provide one-time import/export.

Reduced to 2-5 steps for both import/export + scheduled workflow

Consolidating import/export with schedule workflow to provide flexibility. This way users does not have choose beforehand.

Standalone isloated product

#2

Standalone isloated product

In the current experience, one can only access premium products through admin links . Once used, it appears on widget.

Part of core platform

The new experience is functionality based which is available on the toolbar of the sheet upfront anytime.

No sheet context

#3

No sheet context

This is a legacy product that provided isolated experience where users had to open multiple tabs for sheet reference.

Sheet context for referencing

Integrations enable a contextual sheet experience with real-time updates and easy referencing.

Can exit from the last step only

#4

Can exit from the last step only

No option to exit anytime as it forces users to complete all the steps and then proceed to the dashboard to 'Run' the workflow.

Can exit anytime at any step

In this, user can click import which si consistent in all screens and provides exit anytime from anywhere.

Product name first approach - Data Shuttle and Connectors

#5

Product name first approach - Data Shuttle and Connectors

Pre-requisite knowlege of of premium products is required which leads to friction and high learning curve.

Function first approach - Replaced by term 'Integrations'

A function-first approach that empowers users, letting them dive in effortlessly without relying on a product name.

It matters because…

Part of 'aha' moment

Product stickiness

Integrations is cool

What it takes to be successful is a lots of collaboration

Usability testing

Hi-fidelity prototypes were presented to over 40 participants, using moderated and un-moderated testing including both new and existing customers.

What worked out?

✅ Contextual experience

✅ Loved how easy it was to find and setup, without removing any steps from existing experience

✅ Appreciate exist path to just import data

What needs consideration?

💡Introductory definition to what is integration

💡 Smooth transition of old users into this new experience of integrations

💡 Improve copy across the experience

Fin.

More detailed case study available on request.