Alpaca's Broker API Page

UX Research
Project Overview
This case study delves into the content architecture of Alpaca's Broker API page. The goal was to reduce friction and lessen the dependency on the sales team to answer diverse user questions, as the page did not provide sufficient content to clarify users' queries. Additionally, we aimed to improve the conversion rate and enhance user acquisition by making the content more accessible and informative. (This responsibility was handled to design team, after marketing being unable to structure the content in a cohesive way, this was a stepping stone into adding design process in marketing, also educating the executives and product managers to start valuing UX research).
My Contributions
I led the user research efforts, collaborating closely with marketing, sales, product management, and data analysts. Together, we aimed to understand our users, identify their needs, and uncover pain points. We focused on determining the content they were seeking, pinpointing sources of friction, and analyzing the overall user flow on the website. To achieve the desired outcomes, we conducted interviews, market research, and surveys.
Defining Research Goals and Objectives
Before conducting user interviews and surveys, I held meetings with key stakeholders to gain a comprehensive understanding of the requirements and business needs. This step was crucial as it allowed me to clearly define the research objectives, identify gaps, and ensure alignment with the company's overall goals and user needs.

After the initial round of meetings, we used first principles thinking and the 5 Ws and H (Who, What, When, Where, Why, and How) method to analyze what information was missing. This deeper dive enabled us to gather more detailed and specific insights from stakeholders.
Segments, Profile, Roles, Personas
Given that the Broker API is a B2B product, we needed a tailored approach to define our segments. We began by categorizing the types of businesses and identifying key roles within those businesses, such as CEOs, CPOs, Product Managers, and Developers, who are typically involved in the decision-making process for adopting APIs.

To achieve this, we conducted secondary research utilizing data provided by the sales and support team, who had already engaged with a diverse range of customers. This research was instrumental in helping us understand our target audience for customer interviews and how decisions are made within these businesses.
Qual & Quant Research
For the qualitative research, we conducted user interviews focusing on the main decision-makers, we aimed to understand the type of information they seek and the key factors influencing their decisions. For the quantitative research, we distributed surveys that focused on several areas: the value proposition, current API usage (including competitors), reasons for choosing Alpaca, and desired features.

This report presents the findings from our UX qualitative and quantitative research on the Broker API. The research was conducted to understand the decision-making process of key stakeholders, evaluate the value proposition of our API, and gather insights on desired features and improvements. The methodologies included in-depth user interviews and online surveys.
User Journey Map
Facilitated the user journey mapping process for Alpaca Broker API. This process aimed to comprehensively understand the needs, actions, and emotions of key personas, such as Emily Davis, a CEO at a FinTech startup, at different stages of their interaction with the API. The approach involved mapping out each stage of her journey—from awareness to post-implementation—to identify critical touchpoints and pain points.
Affinity Map
After obtaining a thorough understanding of users and gathering insights from various departments and research, we used affinity mapping to organize and synthesize data by grouping similar ideas, insights, and observations together. This process helped us define the website content clearly, providing designers and copywriters with a comprehensive reference for their work.
Content Blocks
In our project, we leveraged content blocks to create a clear and structured user experience. Through collaborative ideation sessions between designers and copywriters, we defined distinct content blocks such as hero sections, feature highlights, testimonials, and call-to-action areas. This approach ensured that the website content was organized logically, making it easy for users to navigate and consume information. The synergy between design and copy ensured consistency and clarity, ultimately enhancing the overall user experience.
A/B Testing
I've directed and conducted A/B testing with product managers and designers, running multivariate tests and split testing to identify which CTA, headline, and colors achieve the best CTR. By the end of the process, we were able to increase the CTR by 20.1%.
Before & After
After conducting a series of A/B testing and user interviews, we successfully optimized Alpaca's Broker API page to enhance clarity regarding the API's capabilities while simultaneously increasing conversions by approximately 52%.
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