Herald API
UX Research & Product Design
Read time:
6 min
Client:
Herald API
UX Research · UX Design
Start:
End:
Duration:
6 Months
Herald's API had a conversion problem. Brokers were interested, but their developers couldn't integrate quickly enough to close deals. The documentation was text-heavy, the site had dead ends, and there was no visible proof that any of it worked. I spent six months working with their team fixing all three.
Starting point
The documentation was just one part of the problem. The site itself had navigation issues that left users stuck with no way back, and there was no social proof anywhere to convince potential partners that Herald actually worked. I tackled all three: the docs, the site UX, and the missing case study and partner showcase pages.
Problem solving
Herald's documentation was all text. If a developer was trying to figure out how Webhooks worked or when to use polling, there was nothing to look at, just walls of copy to read through. I worked with my mentor to actually learn how the API worked first, starting from scratch with no technical background. I built a rapid iteration workflow using Google Stitch and Claude to generate multiple visual directions from prompts, then evaluated and refined the strongest options in Figma. What would have taken 3 to 4 days of sit-down work took about 4 to 6 hours total.
Implementation
The site had more problems than just missing social proof. I ran a full audit and found issues across navigation, accessibility, and content that were quietly frustrating users and killing conversions. Designing the case study and partner showcase pages was straightforward because Herald already had a solid design system in place. I worked within their existing components, matched their tone and language, and kept everything consistent with what was already there.
Results
Working inside a startup taught me how much design depends on the people around you. Having a design system already in place made the work feel like plug and play, and that was a real surprise. I came in expecting friction and found flow instead.
