Yogesh Moorjani

About the project

A vast majority of Webinar presenters present the same the content over and over again. Simulated Live is a GoToWebinar feature that lets Webinar users replace their live webinar presentations with pre-recorded content so Webinar presenters can be more effective and efficient.

Problem Statement

Simulated Live feature although promising was unable to get much traction. I was tasked with identifying the cause of low usage and work with Product, Marketing, and Engineering teams to boost usage of the feature.

Approach

1. Review previous customer research
2. Review existing customer experience
3. Articulate hypothesis for low traction
4. Test hypothesis & iterate
5. Build & measure

Reviewing previous research revealed that GoToWebinar customers did like the proposed feature and were excited about it which meant I had to look at the user experience to identify the reasons for low usage. After reviewing the user experience, I identified 3 areas of improvement:

1. Create a compelling story (value proposition) aligned with user needs
2. Make the feature hard to miss (improve feature discovery and on-boarding for new and existing users)
3. Improve the UI flow focusing on an instant hands-on experience of the feature

Compelling Story

I worked with the Product Manager and UX Writer to come up with compelling statements to align with pain points & users' priorities w.r.t. webinars - the reason that made us invest in building the feature in the first place.

Make the feature hard to miss

One of the hypothesis I had about low feature usage was a gap in feature discovery. Simulated live was presented an option at a stage when a user would have already made up their mind to create a traditional Webinar. Presenting a feature which required a completely different mindset at that stage would result in the user either ignoring it, postponing the discovery or perceiving it as an extra step. I recommended moving the feature discovery to the Webinar landing page and make it hard to miss by leveraging color and placement to aid discovery.

UI flow improvements focusing on instant hands on experience

To reduce friction for feature discovery I recommended making updates to the flow by: 

1. Reducing the information required to create a Simulated Live Webinars and moving additional configurations to a subsequent step. 
2. Providing first time users with a sample video to try the feature (since Simulated Live required a Webinar recording to begin with).
3. Providing first time users with an example of Simulated Live Webinar to experience how it would work for their audience to boost their confidence in the feature.

Design and Test

I designed the mockups based on above and created a prototype to share my hypothesis and recommendations with the Product Manager and & Leadership to get buy-in. With help of research team we tested the designs with using moderated tests with 6 users to make sure the proposed flow and UI aligns with their expectations.