Webhook configuration

CRM teams had no control over automated communication triggers, leading to inefficiencies in customer communication workflows. API teams struggled with excessive data load and difficulty filtering out unnecessary traffic, resulting in higher system costs and slower response times.

Why did this matter?

The issue caused operational inefficiencies, leading to increased system load, difficulty in troubleshooting, and a lack of flexibility for CRM teams to manage communication independently.

Who was affected?

CRM teams, API engineers, and integration specialists were all impacted. CRM teams couldn’t configure automated communications independently, while API engineers faced unnecessary strain on the system due to unfiltered webhook traffic.

"We were constantly bombarded with unnecessary data updates that slowed everything down, and troubleshooting failed data sync was a nightmare."

The Goal & Constraints

What did we need to achieve?

We aimed to design a self-service webhook configuration tool that allowed CRM teams to filter data updates, trigger relevant communications, and enable efficient troubleshooting for webhook failures.

What constraints existed?

We had to work within the existing Maxxton platform, which had a high system load and no current flexibility for webhook customisation. There was also a tight timeline, with clients already requesting the feature.

Success Criteria:

• Reduction in unnecessary API calls.
• Greater control for CRM teams over communications.
• Reduced troubleshooting time for webhook issues.

Research & Key Insights

Approach:

What research was conducted?

We conducted client interviews with CRM managers, API engineers, and system administrators to gather insights into their pain points. Usability testing of different webhook setups was also carried out.

Who was involved?

CRM managers, API engineers, integration specialists, and product teams collaborated closely to refine the solution.

What were the key takeaways?

• CRM teams lacked visibility and control over triggered communications.
• Filtering out unnecessary webhook data was a must to avoid system overload.
• A dedicated dashboard for troubleshooting webhook failures was critical.

The Solution & Design Process

How did we approach the solution?

We designed a webhook configuration tool with two core features:

1. Configurable Filtering: Users could define filters to only trigger webhooks for relevant data updates, reducing unnecessary calls.
2. Webhook Activity Dashboard: A dashboard displayed all webhook activity, allowing users to track the success or failure of calls, filter logs, and troubleshoot effectively.

Key Features & Decisions:

Configurable Filtering

Allowed users to customise webhook triggers based on specific data conditions, dramatically improving system efficiency.

Webhook Activity Dashboard

Provided transparency into webhook events, enabling quick identification of failed calls and streamlining the troubleshooting process.

Scalability Considerations
The design considered future growth, enabling clients to manage webhook configurations as their needs evolved without overloading the system.

Results & Impact

Quantifiable Outcomes:

• 85% reduction in unnecessary API calls, resulting in improved system efficiency and lower operational costs.
• Faster troubleshooting, leading to reduced operational downtime for clients when webhooks failed.
• Adoption by 5 clients, streamlining their automated communication processes and improving customer satisfaction.

"The new webhook configuration tool gave us complete control over our automated communications, no more unnecessary data or endless troubleshooting."

Why This Matters

• Improved User Experience: CRM teams can now independently manage their automated communications, while API engineers can focus on relevant data without system overload.
• Business Operations: The solution reduced unnecessary API calls, which resulted in cost savings, improved system responsiveness, and lower maintenance time.
• Scalability: The tool is designed to grow with the client's needs, enabling them to manage their integrations more effectively as their data needs evolve.

My Takeaways & Next Steps

What I learned: This project underscored the importance of balancing customisation with system efficiency, ensuring both flexibility for users and scalability for the system.

What I’d do differently next time: I’d involve API engineers earlier in the process to align technical constraints and ensure smoother integration.

Next Steps: We plan to expand the tool’s capabilities with more advanced filtering options and an analytics dashboard to further empower clients to monitor webhook activity in real time.