This case study showcases how I, as a product manager, led the integration strategy for a SaaS product expanding into Southeast Asia and Western markets. Initially leveraging Zapier and Make.com for rapid automation solutions, I discovered through real-world validation that local customers had low willingness to adopt third-party automation tools due to cultural and economic factors. I pivoted the strategy by designing a scalable OAuth 2.0 integration architecture to support native Gmail and Outlook connections, improving long-term flexibility and product-market fit. This example highlights my ability to balance MVP execution, cross-functional collaboration, and long-term technical planning to meet regional needs.
🧩 Context
As part of our expansion beyond China into Southeast Asia and Western markets, I noticed a growing number of customer requests to integrate with tools like Gmail, Outlook, and WhatsApp—platforms not widely used in our original market.
While Western competitors often used Zapier/Make.com as integration selling points, our product’s tech stack and go-to-market assumptions were built around a different ecosystem (e.g., API Key + Webhook, Chinese platforms like WeCom/DingTalk).
⚠️ Challenge
We assumed that offering Zapier or Make.com integration would:
- Reduce internal dev effort
- Enable faster time-to-value
- Become a value-add for our customers
But after launching the integration and getting certified on Zapier (Silver level), we encountered unexpected resistance:
- Low adoption: Customers showed little interest in trying Zapier, even when integrations were requested.
- Zero willingness to pay: Most SMB customers in markets like Malaysia were unwilling to subscribe to third-party automation platforms.
- Cultural mismatch: The core assumption that users would self-serve and build automation workflows proved flawed in a market where labor is cheap and digital tool adoption is low.
🔍 My Approach
- Hypothesis-Driven MVP
- Qualitative Research
- Automation platforms were seen as complex and unnecessary compared to hiring staff.
- Most SMBs lacked digital literacy or motivation to explore new tools unless the ROI was immediately clear.
- Strategic Shift: From Workaround to Infrastructure
- Useful for internal demos and pre-sale testing
- Not relied on for scale or product-market fit
- Long-Term Solution: OAuth Upgrade
I led the fast-track launch of Zapier/Make.com integrations by scoping common triggers/actions and collaborating with engineers for implementation. We onboarded internal teams and agents as first users to test real scenarios.
Post-launch, I interviewed local agents and key accounts to understand the adoption gap. Two insights emerged:
I shifted our focus away from treating automation platforms as a strategic pillar and reframed them as Sales Enablement Tools:
I proactively designed and drove the implementation of an OAuth 2.0 Auth Code Flow integration architecture, allowing us to natively support Gmail, Outlook, and similar platforms—setting the foundation for a scalable, secure integration layer for global markets.
🚀 Outcome & Learnings
- ✅ Deployed a Zapier integration and secured Silver Certification in <6 weeks
- ✅ Used integrations in live sales conversations to validate and win key deals
- ✅ Delivered a reusable OAuth plugin architecture by year-end to support future native integrations
- ❌ Found Zapier/Make adoption in SEA markets to be extremely limited due to structural and cultural barriers
💡 Key Takeaways
- Tech Stack-Market Fit matters. Tools that work in one market may completely fail in another if user behavior and value perception don’t align.
- Not all no-code is customer-friendly. Just because we empower users doesn’t mean they’ll use the power.
- MVPs require the right hypothesis. Validation tools (like Zapier) aren’t shortcuts if they rest on flawed assumptions about user behavior.
🧠 Skills Highlighted
- Product Strategy & Prioritization
- MVP Design & Validation
- Cross-Functional Collaboration
- Customer Discovery & Insight Synthesis
- Technical Scoping & Documentation
- Go-to-Market Enablement
Evaluated multiple integration paths (Zapier vs. native OAuth) based on customer needs, development costs, and long-term scalability.
Defined a lightweight MVP using Zapier to validate market demand quickly before committing engineering resources to a native solution.
Worked closely with engineers to implement triggers/actions, trained sales and support teams to use the automation tools, and enabled them to run early demos.
Gathered qualitative feedback from Southeast Asian customers and resellers to understand local workflows, tech literacy, and automation adoption barriers.
Designed a reusable OAuth 2.0 integration architecture for Gmail and Outlook and documented implementation guidelines for future plugins.
Positioned Zapier as a pre-sales tool to unblock deals and demonstrate potential integrations without full development.
Other Resources
Plugin Design | Jodoo
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