Smartcat

Research & Key Pain Points

We dove into user research, conducting interviews and analyzing feedback. Here’s what we found:

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1. No Translation Progress Visibility – Users had no way of tracking progress, 58% of users were frustrated.
2. Radio Silence on New Features – Updates were released, but users weren’t aware of them.
3. Custom Font Issues – Designs using custom fonts didn’t render correctly in Smartcat.
4. Lack of In-App Translation Status – Users wanted to check translation statuses without leaving Figma.
5. Unreliable Frame Duplication Workflow – Users didn’t trust our automated system and manually duplicated frames for each language version.

Design Process: Iterating Towards a Better Experience

We brainstormed the ideas, crafted a roadmap and defined success metrics before diving into solutions. Our process followed an iterative cycle:

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• Wireframing & Concept Testing – We created low-fidelity prototypes, tested them quickly, and refined based on feedback.
• Prioritizing Impact – We debated whether to fix frame duplication logic or font rendering first. After analyzing user pain points, we prioritized fonts, since broken layouts were a deal-breaker.
• Grooming with Developers – Collaborated early to ensure feasibility and resolve obstacles proactively.
• High-Fidelity Design & Review – Passed designs through a rigorous review process before final approval.
• User Testing & Refinement – Released improvements incrementally, gathering insights before full deployment.

This cycle repeated for each roadmap task, ensuring we stayed aligned with user needs.

Results: Transforming User Experience

Our focused approach delivered measurable business impact:

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1. Churn Reduction – Addressed core usability issues and re-engaged users.
2. Higher Engagement – Weekly active Figma projects increased from 15 to 50.
3. Increased Feature Awareness – Sent targeted email communication about updates, improving adoption.
4. Fewer Support Tickets – A smoother experience meant fewer user complaints.

The Remaining Challenges

Despite these improvements, two challenges remain:

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1. Retention Rates – While usability improved, long-term retention didn’t significantly change.
2. User Acquisition – The plugin still isn’t a major driver of new Smartcat subscribers.

Retrospective

We made Smartcat’s Figma plugin easier to use, but can we make it indispensable? Retention is our next challenge—how might we turn casual users into loyal advocates? This is the next question that drives our team forward.

Through this case study, I’ve learned that user feedback and research are invaluable in refining a product. Even when a product seems intuitive, it often requires tweaks and refinements because users vary in their needs and expectations. The best way to make a product truly intuitive is to ensure it remains usable and accessible to a diverse range of users.