Capterra | Web

Researching small to medium size business operators to optimize the largest business software marketplace.


Gartner Digital Markets, which encompasses giants like Capterra, GetApp, and Software Advice, stands as an authoritative voice in software selection. Amidst growing competition, Capterra aimed to redefine its web experience, particularly focusing on the needs of small to medium-sized business operators. I had the honor to spearhead this transformation, aiming to make Capterra the premier destination for software selection for SMBs.

The Challenge

Capterra's platform, though extensive, faced challenges:

  1. A cluttered interface that could overwhelm users.
  2. A lack of personalization features tailored for SMBs.
  3. The need for clearer, more actionable insights for software selection.

Research & Ideation

Our journey began with extensive user research. Using interviews, surveys, and web analytics, we dove deep into the behaviors, preferences, and pain points of SMB operators during their software selection process. New challenges were also identified.

Additional Challenges

While Capterra’s vast offerings were well-regarded, the interface faced challenges in:

  1. Clearly signifying trust badges for business credibility.
  2. Facilitating software vendors in garnering reviews.
  3. Enhancing the comparison tool, especially concerning pricing.
  4. Highlighting editorial authority through badges like "Editor's Pick" and "Trending."
  5. Maintaining transparency around sponsored content.

Key Insights

  1. SMB operators valued peer reviews and hands-on insights.
  2. Time constraints meant they preferred straightforward comparisons.
  3. Personalization was crucial; SMBs wanted recommendations based on their specific industry and size.

Designing for Clarity, Efficiency, and Trust

  1. Simplified Navigation: The redesigned interface focused on clear categorizations, ensuring users could quickly navigate to their software domain of interest.
  2. Review Highlights: Emphasizing user reviews, the redesign spotlighted top reviews, most common pros & cons, and software ratings.
  3. Personalized Recommendations: Integrated AI-driven recommendation engine that offered software suggestions based on user profiles, taking into account industry, company size, and past search behavior.
  4. Interactive Comparison Tool: Users could effortlessly compare software features, pricing, and reviews side-by-side, streamlining the decision-making process.

Design Innovations

  1. Trust Badges: A revamped, prominently displayed trust badge was introduced. This badge incorporated user rating averages, number of reviews, and a 'Verified' tag, helping SMBs confidently choose software solutions.
  2. Review Solicitation: We streamlined the process for software vendors to request reviews, integrating automated prompts post-purchase, and offering a suite of customizable email templates.
  3. Enhanced Comparison Tool: Apart from feature comparisons, the tool was revamped to offer dynamic pricing comparisons, accommodating different licensing models and payment frequencies.
  4. Editorial Authority and Transparency: Badges like "Editor's Pick" were given prime placement, emphasizing Capterra's recommendations. An "Ad" indicator was also introduced for sponsored content. Alongside, advanced sorting/filtering options ensured users could navigate the platform based on their preferences.
  5. Encouraging Ecosystem Feedback: Recognizing the importance of continuous improvement, feedback widgets were integrated, prompting users to rate their experience, ensuring iterative refinement.

Prototyping & User Testing

The iterative design approach was our north star. From wireframes to interactive prototypes, user feedback was continually integrated. Real-world testing with SMB operators was especially enlightening, helping finetune the platform's features for optimal relevance and utility.

Launch & Outcomes

The revamped Capterra website marked a significant shift in user experience for SMBs:

  1. Enhanced Engagement: The site recorded a 50% boost in user session durations, indicating deeper interactions with content and tools.
  2. Decision Efficiency: There was a 30% increase in users leveraging the comparison tool, suggesting quicker decision-making processes.
  3. Trust and Loyalty: Post-launch surveys reflected a 20% increase in trust scores, with users highlighting the relevance of personalized software recommendations.
  4. Review Boost: With the streamlined review solicitation process, there was a 40% increase in customer reviews submitted.


This endeavor with Capterra underlined the importance of a user-centric approach, especially in the crowded digital software marketplace. By zeroing in on the unique needs of SMB operators and harmoniously blending technology and design, Capterra solidified its position as the go-to platform for SMB software selection, embodying efficiency, trust, and clarity.

Success hinges on harmonizing the needs of both sides of the marketplace. By introducing design innovations grounded in trust, transparency, and user empowerment, Capterra reinforced its position as the premier bridge between SMB operators and software vendors. The project served as a testament to the transformative power of UX, guiding users and vendors towards more meaningful, transparent, and productive interactions.

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