1
Contact information is deemed the most important data among all current reports. Organizers rely heavily on this data to follow up with attendees and potential leads.
Organizers evaluate the effectiveness of a webinar primarily by comparing the number of people registered to the number who actually attend. This metric is crucial for understanding audience engagement and the success of their marketing efforts.
2
After the webinar, organizers analyze the information for lead generation purposes, using marketing automation tools such as Hubspot or Pardot. This analysis helps in nurturing leads and converting them into customers.
3
Organizers expect enhanced analytics capabilities with better data visualization. They want more intuitive and insightful visual representations of their webinar data to make informed decisions quickly and effectively.
4
When it comes to graphs and tables, another important thing to consider is how to make the design better adapt to different screens and devices.
One of the challenges was to make the table mobile-friendly, as it is commonly used for presenting large amounts of information from various sources. In the video history table, organizers typically scan each individual column vertically.
Additionally, charts are often not optimized for non-desktop experiences, presenting further challenges in ensuring a seamless user experience across all devices.
Responsive chart
Responsive table
One of my goals in creating data visualizations was to convey information in a clear and concise way. A good graph is easy to read and accessible to all users. This experience emphasized the importance of both choosing the appropriate graph type and ensuring accessibility.
While verifying the color contrast, I found that creating a scalable and usable color palette for various color vision issues was challenging. To enhance readability, I developed different legends for the graph to further increase visual contrast.
Ensuring accessibility in data visualizations
Color blindness simulation
To enable organizers to approach, consume webinar data, and support all organizers growing their business impact with GoToStage, we first confirmed the scope of the project:
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Detailed contact information that allows organizers to download and reuse it with marketing automation tools.
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A channel level overview, providing at-a-glance data that interprets performance of the latest videos.
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The most viewed videos allowing organizers to dig-in and improve their webinars in the future.
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Better data visualization that can be shared internally.
Defining the MVP
Information Architecture
Working on the GoToStage project provided me with invaluable insights and practical experience, particularly in the realm of designing for video analytics and graphics.
One of the most significant lessons I learned was the importance of using real data and considering corner cases in the design process. When designing for analytics, it's crucial to avoid fooling yourself with fake data, as this can lead to a skewed understanding of user needs and potential issues.
The reflection
To understand how webinar reports are utilized, we conducted a survey with over 100 existing organizers to understand how marketers leverage these reports, their frustrations, and their needs for a webinar analytics hub.
Here are the key insights:
Insights
GoToStage Analytics
GoToStage is a on-demand webinar hosting platform launched by LogMeIn to enhance their GoToWebinar offering in 2018.
As a powerful tool for marketers to generate leads and reach their customers, on GoToWebinar, approximately 40,000 webinar reports are downloaded weekly. There has long been a request for a better way to keep track of the webinar outcomes.
While GoToWebinar was planning on an end to end refresh, I led the design of the GoToStage Analytics focusing on helping Demand Gen Marketers to collect, consume and gain insights from their webinar performance.
Since the 2nd month launch, the daily active producers on the GoToStage Analytics has reached 30% and the retain rate reached above 40%.