Verizon's API Marketplace was a technically capable platform with a significant UX problem: it was built for engineers, not for the broader audience of developers, integration architects, and business decision-makers who needed to evaluate, onboard, and use it.

Complex backend functionality was presented in a way that created friction at every step — from initial product discovery through team registration and API integration. The business objective was to reposition the marketplace as a high-value product, not just a technical resource.

Site Map for the Verizon AMP Market Place Dashboard (click image to open PDF in new tab)

I led UX strategy and design for the full marketplace experience, starting with
a foundational research phase to understand the distinct needs of two primary
user types:
The Integration Architect:
focused on scalability, security, and long-term technical fit
The Full-Stack Developer:
prioritizing speed, clear documentation, and time-to-first-API-call

These personas drove every structural and interaction decision that followed. I mapped navigation paths from homepage through product exploration, team registration, and API subscription — designing each step to reduce cognitive load and eliminate the friction points that were slowing adoption.
Key design work included:
• A restructured Discover APIs section with intuitive filtering by use case, runtime environment, and technical specifications
• Redesigned Product Detail and API Specification pages that balanced technical depth with visual clarity
• A Quick Start onboarding flow specifically engineered to minimize time-to-first-API-call — the metric most predictive of long-term developer engagement
• A comprehensive component library and design system that ensured visual and interaction consistency across the full catalog and gave the internal product team a scalable foundation for future releases

Throughout the process I worked closely with engineering to validate technical feasibility of each design decision, particularly around Apigee Edge UI integration and runtime metrics display.

User Personas (click image to open full Persona PDF in new tab)

The redesigned marketplace measurably improved developer onboarding efficiency — teams could request secure access, invite collaborators, and reach their first successful API call significantly faster than before. By treating APIs as a consumer-facing product with a clear value proposition,

Verizon gained a more competitive developer platform and a scalable design system capable of supporting ongoing catalog expansion. The project stands as a strong example of how UX strategy can transform a technical asset into a genuine business growth driver.

Maturity Score Evaluator Wireframe AMP (click image for full PDF in new tab)