Problem
When I joined the project, Signicat faced a dual challenge:
Their developer tools were well-regarded by existing users. Documentation pages saw high traffic, and feedback from active developers was consistently positive.
However, attracting new developers was a struggle. The onboarding process—especially the step of becoming a demo user—was cumbersome and uninspiring. Many dropped off before experiencing the product’s value.
My Role and Approach
This was a time-sensitive project a limited budget, aimed at demonstrating potential for future investment. To ensure meaningful results, I focused on generating actionable insights and measurable improvements.
Going back to the basic - and the best place to start— I started by collecting the data directly from the main source, the users. Together with the product owner, we did user in-depth interviews - both with potential demo users and current developers. These conversations revealed a clear pattern: the first few minutes of interaction were critical. Every extra form field, vague instruction, or unnecessary click significantly reduced the likelihood of a developer engaging with the product.
Working closely with product managers, developers, and support teams, we identified key friction points and redesigned the experience to be more intuitive and seamless:
- Revamped navigation and information architecture to make documentation easier to explore.
- Streamlined the demo user flow, replacing a rigid registration process with a guided, low-friction experience.
- Embedded API examples directly into the documentation, enabling developers to test functionality without leaving the site.
The Outcome
The portal received significantly better feedback and was elevated from a side project to a standalone product with dedicated funding.
The key take away I got from this was that great tools aren’t enough on their own. The real challenge is lowering the barrier to entry. For developers, “time to first success” isn’t just a metric—it’s the deciding factor in whether they stay and engage.
