Make Wistia the true central repository for our customers’ video content. I was the Design Lead on the Organize Manage team, focused on Wistia’s cloud-based video CMS. My product area was to securely store and manage our customer’s videos and help our customers scale.
Streamlined uploading: increased Zoom import usage by 18% and recurring monthly increase of 450 media items added to Wistia
Improved discoverability: increased Channels created by 94% and Record usage increased by 19%
End-to-end design, Discovery Workshops, Research & Concept Testing, UX / UI Design
1 Product Designer (me), 3 Developers, 1 Product Manager, 1 Product Lead, 1 Design Manager
3-4 months
Business Goals
Our team's offering enabled customers to succeed as they scale. We were focused on high-volume accounts with thousands of media for retention and growth, such as Nordstrom and Sephora.
Our OKRs focused on supporting this scale:
OKR 1: Increase average monthly active users per customer
OKR 2: Increase average new media added per month
OKR 3: Increase average media per account
Understanding the Market & User Goals
Aligning Product and Design
With a new team, I wanted to build a shared understanding with our Product Manager on how Wistia compared to the market. I proposed and directed a competitive analysis workshop to our Product Owners, auditing our competitors' key library organization flows.
Competitive Analysis Workshop - Themes
I synthesized our workshop and found these themes:
Files can exist without folders
Quick uploading
Detailed metadata
I prioritized management features to identify what was worth concept testing:
85%
of competitors had a nested folder hierarchy
85%
of competitors have separate files / folders
70%
of competitors prioritized file recency
Competitive Analysis Synthesis
2017 - 2022 customer feedback on Wistia's library hierarchy
Generative Research & Concept Tests
It was essential to understand how users organize their content to ultimately identify key pain points and future opportunities to define a course for work.
100% of users found library organizing is time-consuming & tedious
"I can’t move large sets of media around my account"
"I don’t know which media needs to be Deleted or Archived"
83% users' don't know where their content is
"My teammates don't use Wistia, which puts more dependency [on me]." Fewer users
83% of users don't know what their in-progress work is —> have to dig through account
Users want to easily jump back into their workflow
Technical Contraints —> Pivot
Engineering found that nested folders is high risk with big data model work. Making changes would impact other Pillars' features that rely on our existing data model.
This complexity was not worth the impact. My PM and I discussed a new approach improve the UX without re-doing the data model
Small wins to target big pains + new OKRs
To move fast, deliver value, and be ambitious, I proposed solutions that focused on the key customer problems we learned from the Evaluative Research and pushed our new OKRs.
With our Product Manager and Dev Lead, we prioritized wins based on customer impact and dev effort.
Quickly upload & facilitate organization
Pain: organizing at the upload stage is a hassle
I can't assign videos to a specific Section when uploading
Having to drag and drop media while scrolling down hundreds of media is difficult
Solution: Add Upload Button to the Content Library
Drive organization at the top of users' creation flow
Give users control to upload media to their existing Project Sections
Old
CTA —> modal, no ability to upload
New
CTA —> dropdown to highlight features, incl. uploading
Upload, Flow Walkthrough
Easily identify WIP videos
Pain: Can't find and identify which media is in-progress
My project is huge, I don’t know where my vieo is
I have 10 iterations of the same video — which has the new intro/outro?
Solution: Grid View
Scrub through the thumbnail storyboard to view the video's content
Quickly browse to visually identify media
Highlight duration to better understand media differences
Old
List View
New
Grid View
Quickly upload & facilitate organization
Pain: organizing at the upload stage is a hassle
I can't assign videos to a specific Section when uploading
Having to drag and drop media while scrolling down hundreds of media is difficult
Solution: Add Upload Button to the Content Library
Drive organization at the top of users' creation flow
Give users control to upload media to their existing Project Sections
Old
CTA —> modal, no ability to upload
New
CTA —> dropdown to highlight features, incl. uploading
~450
media added per month, recurring
18%
increase in Zoom Import usage
23%
increase in Live Events created
94%
increase in Channels Created
19%
increase in Record tool usage
Impact
Our team set an example for a company culture shift that focused on shipping iteratively, increasing velocity, and being ambitious
I used our User Research to co-create a centralized research repository, making company-wide research actionable and accessible
Reflections
1) De-risk early and often.
2) Keep data-backed opportunities in your back pocket.
3) Balance big bets with incremental wins.