Hosting large webinar events
Overview
Interviews (n = 6); GoToWebinar customers
Logged data (analyzed logged usage data; 6-month timeframe)
Goals: (1) understand how organizers needs and frustrations differ in large live events (webinars with 1,000+ attendees) compared to smaller events; (2) describe large live webinar events with logged data (e.g., frequency, length, number of questions asked, features used, etc.)
Lead researcher
Interviews: Designed interview protocol; recruited participants; analyzed data; created key findings slide deck and readout
Logged data: Partnered with software engineer to access server data; developed research questions; analyzed data, used findings to inform interview questions; created key findings deck
My role
Impact
Evangelized customer perspective to diverse teams across LogMeIn: Shared key findings in a readout (researchers, designers, product team, engineers). Shared high-level findings at GoToWebinar All-Hands meeting. Met with GoToWebinar engineering team and LogMeIn customer care team to share specific findings.
Impacted product roadmap (feature prioritization): Going into this project, the team assumed that we’d need to make major changes to an existing GoToWebinar feature. Instead, we learned that making minor interface changes and improving integrations (i.e., helping customers to integrate other important tools seamlessly into their webinar workflow) would go a long way to improving customer experience and helping customers to get more value out of GoToWebinar.
What I learned
In the project, I demonstrated my ability collaborate effectively across teams at LogMeIn. By working collaboratively, I was able to generate results that related to business goals across multiple teams (e.g., engineering, customer care, product, marketing, and UX).
For example, I partnered with a software engineer to gain access to logged customer data. Analyzing that data and sharing the findings with engineering helped the team to gain context around usage while also answering important UX questions. Generating more empathy around the stress of hosting large webinar events helped to inform on-boarding strategies in customer care.
Throughout this project, I learned that staring data conversations with folks on other teams can lead to great partnerships, it can help to identify effective ways to triangulate findings, and can lead to more impactful results.