As the UX lead for Amplitude’s Distribution pod, I was tasked with defining the roadmap for optimizing how users share and collaborate within the platform. Through generative research, we uncovered a key insight: despite existing collaboration features (e.g., Notebooks, comments, and mentions), most sharing happened outside of Amplitude.

Users relied on screenshots and chart links pasted into Slack, Notion, and other tools—not because Amplitude lacked functionality, but because external platforms were faster, better integrated into their workflows, and provided necessary documentation templates. Our 2022 strategy became clear: meet users where they already work by embedding Amplitude into their ecosystem.