Application marketplace case study

Summary

Step into an app and website content strategy that doubled app views and increased downloads by 20% at Incorta. Incorta is a finance-oriented data analytics platform with thousands of users and $21 million ARR. The platform contains an in-app marketplace with embedded integrations.

Role: Content Designer and Technical Writer
Timeline: 2 months
Tools: Figma, Fullstory, Google Analytics, Jira, Notion
Team:
Jiefang Zhang - Project Manager
Abdul Mateen Mohammed - Data Solutions Architect
Amit Kothari - Director of Applications Engineering and AI

Problem

Incorta created 50+ data applications that provided their customers with pre-built, embedded integrations with other software, saving their users the hassle of building their own. However, their website and in-app pages showed different information about the apps.

With Incorta and outside software partners creating 4-5 additional apps each month, they needed a content strategy that organized them and helped users understand their value.

Research

I started by researching Incorta’s users, including their pain points and challenges. I also looked at competitors’ app marketplaces.

Key insights included:

• Users were both prospective and existing customers. They included IT admins, data analysts, and finance leaders.

• Users didn’t understand the value—how the apps helped them do their jobs better and faster.

• The marketplace content was repetitive.

• Top app marketplaces followed repeatable patterns to structure their content.

• Users responded best to specific content structures. The following insights are based on data compiled from user sessions in FullStory:

Design and iteration

I collaboratively developed a phased approach for new and existing content with the marketplace product manager (PM). We presented it and got buy-in across the organization, resulting in quick changes and results.

Here’s how:

1. I mapped out possible content structure options (information architecture) and their pros and cons, based on user research.

2. The product manager and I created a phased approach for changing and testing the content, ensuring results.

3. After presenting our plan to leadership, I worked with product and engineering to implement it.

The phased approach had multiple benefits. It did the following:

• Provided a path to tackle a large amount of content debt.

• Prioritized impactful changes with the lowest effort and highest assumed benefit. This enabled testing and iteration with the lowest risk.

• Reused content across the website and marketplace. This reduced the time and resources spent on creating and translating content.

• Allowed me to create content templates, including for external companies that developed marketplace apps. This ensured consistency and made the process smoother for everyone.

Results

The Product Manager and I reviewed the impact of each phase.

Ultimately, we found that users now interacted twice as much with key content on both the website and in-app marketplace. This resulted in a 20% increase in data application downloads.

Rave review

“I had the opportunity to work closely with Dez during her time at Incorta. She was an ideal partner for our design and product teams and helped establish very high standards for UX writing.

She helped us establish a cohesive user experience with style guidelines, writing samples, etc., and helped us with the rollout of several key initiatives including the Incorta marketplace for data applications and components. She has great attention to detail, an outstanding work ethic, and is a pleasure to work with. She will be a great addition to any product organization with a focus on user interactions and content strategy.”

— Ashwin Warrier, VP of Product at Incorta