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As one of the leading platforms helping teams recruit and manage participants for user research, User Interviews connects researchers with real humans across the U.S. and beyond. With over 6 million study participants and a research audience spanning product, UX and operations teams, the company plays a key role in how businesses validate ideas and build better products.
However, delivering on that mission requires more than operational excellence; it demands a digital foundation that scales with ambitious business growth. To meet that need, User Interviews set out to transform its website into a centralized growth engine, one that automates lead capture, connects seamlessly with sales workflows and dramatically accelerates lead response times.
Turning the Website into a Growth Machine
User Interviews’ growth marketing team built their marketing website in Webflow, an enterprise platform that offers both the control and agility required to scale, quickly and collaboratively. From there, they layered in key Webflow enterprise integrations with Zapier, Airtable and Zendesk to build a system that automates lead routing, form follow-ups and cross-functional workflows. “We didn’t just want a website. We wanted a system that works across marketing, operations and sales,” said Holly Holden, lead web designer at User Interviews.
One of the most used forms on the website, the Participant Contact Form, collects thousands of submissions per year. Thanks to Zapier’s automation workflow, these requests are now triaged automatically. Slack notifications fire, Zendesk tickets are created and the support team assists participants quickly. “It just works,” Holden added. “No one has to ask where a submission went or who’s following up.”
Smarter Automation. Faster Responses
User Interviews integrated automation to free up their teams for more meaningful work. For example, their Integrations Partnership Request form collects technical requests from prospective and current customers and routes them to product, customer success and sometimes sales, automatically.
User Interviews uses the Zapier App for Webflow to define and adjust these marketing automations, saving time and effort. With Webflow’s continued investment in improving the forms experience — including a revamped Form settings view, improved visibility into connected Apps and upcoming enhancements to form-level settings — teams can now build and manage forms with far less friction. Paired with Zapier’s enterprise-grade integrations, this simplifies the critical lead generation process.
The Integrations Partner Form is easily edited and managed within Webflow
“We created a Slack channel where every submission goes,” Holden explained. “Then our product managers, sales and customer success teams can respond right in-thread. That visibility speeds up our response and gives customers a much better experience.”
”The Zapier and Webflow connection has been incredibly helpful in supporting our global partner ecosystem. When website form completions come in to our #integration-partnerships channel, it gives me all the information I need to quickly reach out to the potential client and set up a meeting via email. Our workflow leads to a quick and easy sales process,” said Annie Mayfield, Director of Partnerships at User Interviews.
By bringing technical, sales and customer success together inside the workflow, User Interviews has been able to personalize responses while saving hours of manual coordination.
A Tech Stack Built For Scale, Not Sprawl
User Interviews’ website is built in Webflow, and deeply integrates with Zapier, Airtable and Zendesk. This combination powers everything from lead capture to partner engagement.
- Webflow gives the team control over site structure, page design, and responsiveness.
- Zapier connects systems across tools turning Webflow form submissions into structured records, Slack alerts and CRM syncs.
- Airtable keeps submissions organized and visible for ops and sales teams.
- Zendesk triages incoming leads for faster resolution by the appropriate team.
Together, it’s a stack that supports agility, alignment and automation, allowing for personalized experiences that meet the needs of User Interviews’ distinct audiences.
Time Saved Is Value Created
One of the most tangible outcomes of this system is time savings. By automating lead routing, qualification and team notifications, User Interviews has dramatically reduced the manual back-and-forth typically required to action inbound interest while quickly engaging prospects to create a better buying experience. With high submission volumes across multiple forms, all serving distinct audiences, this helps User Interviews maximize its website performance in generating new opportunities.
The result? Leads are getting faster follow-up, more personalized replies and (most importantly) a stellar first impression.
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What’s Next? Smarter Personalization and Fewer Tools
With the system humming, User Interviews is now investing in deeper personalization, leveraging Webflow’s ecosystem of enterprise integrations, which makes it seamless to connect their website to their CRM and customer marketing programs.
“There’s a huge opportunity to consolidate even further,” Holden said. “We’re exploring connecting Webflow to Asana and Notion, and thinking about how to reduce tool sprawl while increasing what we can do with the website. As a web designer, I handle more than 100 web requests a year, ranging from small copy tweaks to brand-new page creation. Ideally, I’d be able to pull the information I need directly from other project management tools and see everything in one place, without ever leaving the Webflow Designer.”
“User Interviews shows how Zapier and Webflow together turn websites into automated growth engines. By connecting Webflow to Zapier’s 8,000+ apps, teams can capture leads, route requests, and align sales and support — without extra tools or manual work. This is workflow orchestration: simple enough for any team, powerful enough to transform business operations.” — Allyce Mardesich, Sr. Director, Ecosystems & Channels, Zapier
The goal? Turn the marketing site into a true revenue driver, capable of capturing, qualifying and converting leads efficiently, at scale.
A Playbook For Cross-Functional Teams
By designing website growth workflows around cross-functional use cases from the start, the team avoided siloed systems and created shared visibility across departments.
For marketing teams looking to scale revenue without scaling headcount, it’s best practice at work: Build your site in a platform like Webflow that enables rapid iteration, connect it to the tools your teams already use and focus your efforts on high-leverage opportunities.
In an era where agility, automation and alignment are at a premium, User Interviews shows how a smart website stack can transform operations — not just appearances.
Webflow Enterprise empowers your team to visually build, manage and optimize sophisticated web experiences with native integrations with Zapier, HubSpot, Marketo and other enterprise tools. Learn more at webflow.com/enterprise.
