KEERTHANA
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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 Freshworks Marketplace was launched in 2016 with over 100 apps for Freshdesk and now has around 1400 apps published. With Freshworks serving a customer base of 65,000, providing an efficient Marketplace experience can positively impact the business by extending products’ capabilities and reducing churn rates. To maximize the Marketplace's potential and further enhance customer retention and satisfaction, the following revamp was carried out targeting to improve adoption of Marketplace apps.
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.
Metrics and Goals
Paying Customers with at least 1 App Install
60.32%
90%
Average # of apps installed by customers
3 apps
>5 apps
Paid Apps listed in the Public Marketplace
10%
>45%
RESEARCH
Gap Analysis
Identify different personas associated with the marketplace and trace their end-to-end journeys.
Competitor Analysis
Observe marketplace behavior and benchmark best practices to gain insights from competitors.
Competitor Analysis
Observe marketplace behavior and benchmark best practices to gain insights from competitors.
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
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.
NEXT STEPS
Rearrange app strips in the landing screen based on
App analytics showing details usage insights
Bring in developer partner profiles