Collaborating with your teammates should be intuitive and easy. This project looked at an opportunity that would increase team sizes, by improving collaboration and share/invite workflows. Became the highest impacting Growth project of 2022, aiding Postman in its 100mil ARR goal.
This work would add:
As Lead Growth Product Designer, my responsibilities were:
The value of a Postman team is centralized collaboration within the platform. However when diving deeper into the data I noticed some key deltas between our vision and what users did:
Teams were not visible in a Pro-domain
Teams had 1 user
Surveyed users didnt see the value of teams in Postman
Ran a Heuristic Evaluation and user surveying to understand the pain points user face when trying to collaborate. What I found was:
Based on my research and what I was seeing in the market it was clear the way users share and invite their coworkers was not ideal. To fix this I spent a cycle analyzing our current flows, beyond just team discovery and more into the fundamentals of ‘how do you get your teammates on your team?’. Below are key flows that users can navigate through. They would serve as the crux of all future work within my squad.
Inviting users to a team
These flows showcase how user A can invite user B to their team and how B can accept an invite.
Based on what was found throughout my investigation I determined that a key opportunity for us to improve the user journey was by increasing visibility of domain members to invitees.
The focus of this experiment was:
I investigated 8+ products to better understand how other systems handle directory based inviting and suggestive invites. During my investigation I found these 3 factors to be key in how they better aid users in creating collaborative environments:
With this information I could move to establishing a stronger hypothesis and validate the opportunity with my data analyst.
Providing Postman team members with a seamless way to discover and invite co-workers to join their team will lead to increased team size and paid license sales.
Once we had our hypothesis and opportunity mapped out I aligned our business goals to user goals.
User Goals
Business Goals
I explored ~12 variant, each focused on how I could integrate a meaningful directory view for our users and help them better decide who belongs on their team. As you look over this you’ll see more refined approaches as I aimed to match the old world with the new. This work would have a deep focus on these factors:
Below were the solutions I created to help users bring in their coworkers to their new team. For my team to gather more data and understanding of user needs I opted for a multi-variant test. This would allow us to better understand if users parsed modals, preferred us giving them recommendations, and if the UI itself drove invite sends and acceptances.
Variant A – Select all by default
Variant B – Select all off
Flow A – Inviting teammates within your company’s domain
To walk through a full flow, lets take a hyper focus of Variant A. I chose this based on how it engaged with users and the data that was found post experiment.
This flow shows how a user can invite coworkers, within their domain, to their team. The main change is domain visibility through a searchable list. The user would be able to select multiple as well as invite people from outside of their domain. This approach was much more streamlined and focused on in domain collaboration.
The experiment ran from Aug 9 – Sept 9, 2022. The below results showcase the large impact it had and why it would it would be pushed to 100% of our users (aka GA).
Increased in Invites
Invites went to new users
Acceptance rate
Additional data found from the study was:
This showed our team that ‘invite all’ by default was not an ideal experience, however, the change in inviting itself was more successful then what we currently had.
Taking all the above findings it was estimated that our ARR growth could double then what was expected!
With the success of the experiment, the next step was optimizing the overall design for GA:
Original Invite Modal
New domain invite modal
GA’d in Oct 2022
Was the largest ARR-impacting experiment in 2022
Helped in achieving Postman’s 100m ARR goal
This led to more collaboration and invitation experiments, each optimizing and expanding this pattern.