Let's Connect

sarah ivey

Email

product & app design

iq

local

API

marketplace

timeline:

12 weeks

Tools used:

Sketch, zepelin, google meet

deliverables:

branded hi-fidelity wireframes for desktop and mobile

ReachLocal needed a more intuitive, human-centered experience for their API Marketplace. One that appealed to both developers and non-technical marketing stakeholders. I was brought in to rethink the information architecture, user flows, and interface, delivering a guided API exploration and access experience tailored for usability and cross-functional growth.

Through user-centered UX and UI design, I reimagined how users discover, understand, and engage with ReachLocal’s powerful Data Connect offerings, transforming a purely technical interface into a productized API experience aligned with business needs.

LocalIQ API Marketplace 

view prototype

Key Activities & Skills Applied

task flows & use case mapping

Analyzed how marketers and developers were currently accessing APIs and mapped out simplified, goal-oriented flows tailored to their mental models and language.



comparative analysis

Studied best-in-class platforms like Twilio, Stripe, and Zapier to benchmark usability, documentation design, and onboarding for API tools.


persona definition

Developed clear user personas representing technical and non-technical stakeholders to align UI with decision-making priorities and confidence gaps.


information architecture

Reorganized the marketplace’s navigation and categorization to reduce cognitive load and support faster discovery of relevant APIs.


ux/ui design patterns

Designed reusable, scalable components for cards, search, filter, tab navigation, and detail views, optimizing for clarity and actionability.


microcopy and supportive content

Introduced guided language, tooltips, and helpful metadata (rate limits, sample data, usage examples) to reduce API intimidation and build trust.


responsive layouts & brand consistency

Delivered mobile-friendly wireframes and polished high-fidelity mockups that aligned with ReachLocal’s evolving brand standards.


developer collaboration

Ensured a smooth design-to-dev handoff using Zeplin with full specs, spacing, assets, and interaction notes.



solutions & Deliverables

Our redesign made API capabilities more discoverable, simplified for marketers, and frictionless for developers.

  • Introduced searchable, categorized API menu with usage previews and glossary.
  • Added “favorite,” tooltips, and share features for faster collaboration.
  • Created branded hi-fidelity wireframes for desktop and mobile with clean developer handoff.

Result: A more inclusive and engaging API platform that demystifies technical tools and enables scalable adoption across client teams. Deliverables included:

  • API Portal Landing Page Redesign 
  • API Marketplace Exploration Experience
  • API Detail Page Layouts
  • Mobile-Responsive Wireframes + UI
  • UX Strategy & Site Map
  • Developer Handoff (Zeplin)