API Publisher experience
I led the redesign of Postman’s Public Network, transforming a fragmented feature set into a high-trust marketplace. By overhauling the navigation and establishing the platform’s first "Publisher" identity, I created a unified foundation for publishers. The new navigation enabled the launch of a verification system and set a new quality standard for the ecosystem. Within the first month, these strategic design shifts drove immediate growth, resulting in a 71% increase in active publishers and a 110% increase in new publishers.
Duration
2 quarters
Company
Postman
Prototype
Before and after
The Postman interface was previously optimized for internal collaboration, leaving the public marketplace without a global presence and forcing marketplace users to hunt for features. I replaced this fragmented experience with a centralized menu, overhauling the global navigation and sub menus. This structural shift created a high-visibility home where both marketplace consumers and publishers can access their specific features in one unified, high-trust location.
Before
MVP Solution
To show how a publisher-friendly navigation could work, I prototyped up a new navigation model similar to this Figma Make prototype. Once business leaders saw that our customers preferred it, my project was funded.
Since the marketplace was a small part of the Postman user base, we didn't go straight for a site-wide overhaul. Instead, we shipped a targeted MVP to support our updated information architecture, with grander plans schedule for later.
In the MVP, I integrated the publisher tools into the main sidebar and rescued critical links from the footer to boost SEO. We also introduced basic navigation standards, like breadcrumbs and active highlights. This work stabilized the experience and gave us the foundation we needed to launch growth features like Publisher Verification.
Soon after launch, we saw a large uptick in new and engaged publishers, and the self-serve verification feature quickly advanced towards its goal of a thousand verified publishers.
Outcome
“Ulrika works with a strong team, but it was her leadership that led the team to focus on improving publisher navigation, and it showed up with a 71% increase in active publishers and a 110% increase in new publishers in April”
-Noah S. ,Head of Postman API Network