Where it started: the API hub

The API hub (ver. 2.0) lives on Arya.ai's website. Users come to try individual AI APIs - KYC extraction, face verification, deepfake detection and 80+ more - and then use them.

• Every API has an About, a Try the API and a Documentation tab.
• Trying needs credits, and credits were bought per API.
• I had designed the hub's look - playful, matching our vibe - but the experience around it still had gaps.

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What users struggled with

• Eye tracking - Microsoft Clarity
• Interviews with client-facing stakeholders
• Platform walkthroughs
• Competitor's analysis

• Trying was a maze. Try it out → start free trial → log in → subscribe → finally try. Users left confused, or uninterested.
• Documentation went unnoticed. 80–85% of users never noticed the Documentation tab.
• The API token couldn't be copied while hidden - the copy button only appeared after revealing it.
• Credits were locked to one API. Credits bought for one API couldn't be used for another, or shared with teammates.
• No team space. No way to add members, manage users, or get a user guide.

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Who actually uses it

Competitors either don't let you try APIs visually, or hand you every possible piece of documentation. Our users needed neither extreme.

• 20%Developers
• 80%From BFSI - sales, PMs and others

InsightMost users aren't tech-savvy or familiar with the terms. They need a simple way to get just what they want - not to dig into the code the way developers do.

From hypotheses to a plan

I walked through the existing journey and noted hypotheses, then did competitor's analysis, ideation and user interviews. I conveyed the idea to stakeholders, aligned business goals and development possibilities - and only then started designing.

• Hypothesis: the JSON output is what users want, and they want it fast.
• Hypothesis: users don't notice the Documentation tab - a UI flaw.
• Plan: one platform - onboarding, API catalogue, a simple try flow, documentation, pricing, team members and a dashboard.

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A short, personal onboarding

Three quick questions - your role, how technical you are, and which APIs interest you - plus dark or light mode.

• Personalises the experience and what's shown first.
• Helps the business too: personalised emails and suggestions.
• A live side panel gives a glimpse of the tool while you answer.

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Trying an API, in a click

Very direct and easy flow. No more confusion, no more frustrations.

• New users land on two clear paths: get individual APIs, or create a workflow.
• One clear CTA, with samples to try right there.
• Input and output clearly split - results as a visual table or JSON.
• Credits always visible, going down as you use the API.
• A catalogue of every API, with proper sort and filters.

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Credits and pricing that make sense

• Universal credits, usable for any API, with reminders when they run low.
• Request, performance and usage metrics, plus error tracking, to follow every API.
• Pricing by number of users - Basic, Pro or Enterprise, monthly or annually.

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What users said

Tested with 15 users after the redesign:

• 12/15Easy and quick try-the-API journey
• 10/15Content exactly what they want
• 14/15Credits now make more sense
• 12/15Useful, understandable documentation
• 11/15Working together is useful now
• 13/15Analytics are more useful

Apex is currently a strategic experiment - the company is testing a new direction for the product. Meanwhile the API hub on the website continues, as one of our major products.

The final flow