Freshworks, 2023 Phase 1 - 2024 Phase 2
FRESHWORKS MARKETPLACE REVAMP
Revamp to drive progress towards app adoption
Contextual design | Ecosystem thinking
TEAM
Product Manager, Visual designer, Engineering team, BU PMs + Designers,Product Marketing team, GTM team
MY ROLE
User Research, Concept evaluation, Analysis, Design and Iteration, Usability Testing, Dev hand-off
BACKGROUND
The Marketplace Growth Story
Started as a simple app store for one product in 2016
Grew into a unified platform with 1,400+ apps
Attracted more developers and expanded rapidly
But the data revealed a troubling reality...
2016
Launched as a simple app store for one product, Freshdesk.
Sep 2018
Announced a major expansion to unify the experience.
Apr 2019
The 'all new' Freshworks Marketplace launched for multiple products.
Jun 2024
A modern redesign focused on personalized, data-driven app discovery.
Problem Statement
Despite having reasonable amount of apps, app adoption remains low among Freshworks customers. 43% of customers do not have any apps installed from the marketplace. To improve app adoption and utilization, customers need to find relevant apps effectively. The Freshworks Marketplace should enhance app discoverability, installation, and management experiences.
43%
customers had zero apps installed
Almost half of all them never used the marketplace
📊
Untapped Potential
Massive underutilization of available tools and solutions
👥
Customer Impact
Customers missing out on productivity and efficiency gains
⚠️
Business Risk
Platform value not being realized by the majority of users
Goals
Boost Discoverability & Usability
Simplify app search, installation, and management to drive higher adoption.
Build Trust
Strengthen credibility with verified badges and transparent security details.
Personalize Exploration
Use intelligent search and tailored recommendations to surface relevant apps faster.
RESEARCH
1
Gap Analysis
Internal systems audit
Analyzed existing platform architecture and identified technical barriers
2
Persona Workshops
User research deep dive
Conducted extensive interviews to understand user needs and behaviors
3
Competitor Analysis
Market positioning study
Benchmarked against industry standards and best practices
ADMIN USER JOURNEY OBSERVATION
Stages
As an Admin
(JTBD)
Observation
Awareness
How do I extend or customize the core products I'm buying to my needs?
Where can I find the relevant apps for my needs?
43% of customers have no apps installed
Discovery
Do I have relevant apps or resources available for my needs? And, are these apps trustworthy?
Can I trust the App Store is recommending the right apps to my users that are safe to be used?
I didn’t find what I want, what’s my next best action?
Current App density is 3 (Including Custom Apps)
Installation Experience
What do I need to do to use the app I find and how do I stay updated?
Basic installation experience is enabled
1-click installation experience to be enabled
Trial Experience
Can I try an app to see if the app is meeting my expectations?
Can I try an app for free before I purchase it?
Basic Trial experience is enabled
Missing actionable notifications - Allowing the customer to act on continuing the subscription
Billing & Subscription Management
How do I manage subscriptions across multiple apps? How can I extend or renew the subscription?
Insights
How do I know if the app I purchased is helping all my users or all my users are using the app?
Am I paying the optimum price for the usage?
Billing and Task Usage insights for Admin to take action is missing at an App level.
Feedback
Can I work with the developer of the app to customize the app for my needs?
Where do I share my feedback?
Reviews & Ratings - # of installations, average ratings & list review/ratings
Uninstall Private Feedback to Developers
PERSONA
DESIGN
Four Pillars of Redesign
The solution was built on four key pillars, each a direct response to the problems uncovered. This wasn't just a new coat of paint - it was a complete strategic overhaul.
🎯
Advanced Neo Bar
Contextual entry point
Proactive recommendations based on current work context - bringing the marketplace to the user exactly when needed
🧭
Contextual Navigation
Streamlined app information
Clear, organized presentation of app details with trust signals and relevance indicators
🔍
Enhanced Search
Use-case discovery
Natural language search with filtering by themes, categories, and payment models for precise discovery
⚙️
App Management
Improved experience
Comprehensive post-installation analytics and management tools to track app performance and ROI
NEO BAR
Before
After
Serves more than just an entry point by positively impacting several stages of Freshworks Marketplace - Awareness, Discoverability of the apps, Installation initiation, Notifications
Recommend apps based on context
Show install and rating information
One click install option.
LANDING PAGE
Before
After
Layout redesigned to support both search and exploration flows.
Left-side filters reduce clicks and improve navigation.
Apps now visible in the first screen fold for immediate access.
Recommendation strip positioned at the top for better visibility.
SEARCH
After
Enable use-case-based natural language search.
Search results now include installation status, installs, and ratings for more complete user information.
APP MANAGEMENT
Organized layout with easy access to frequently used actions.
Relevant app recommendations on the Manage Apps screen for Admins.
Enable app ratings and provide a summary of installation details.
Highlight pending actions for better management.
IMPACT
Customers
Improved efficiency and satisfaction through better app discovery
Developers
Significant revenue growth through increased app visibility
Platform
Higher engagement and ecosystem value realization
Key Takeaways
The Freshworks story offers valuable lessons for building successful product ecosystems and the importance of understanding your users deeply.
User-Obsessed Research
Deep user research revealed that the admin persona was the key to unlocking adoption
Contextual Solutions
Bringing the marketplace into the user's workflow was more effective than making users come to it
Feedback Loops Matter
Post-installation analytics and management tools were crucial for demonstrating value
Ecosystem Thinking
The future of software is about building powerful ecosystems that empower users to customize and extend