GoToStage Analytics
Designed analytics from 0 to 1 for an on-demand webinar hosting platform
Context
GoToStage is an on-demand webinar hosting platform. I led the design of analytics from 0 to 1 — creating comprehensive data visualizations, custom tables, charts, and metrics dashboards that enable organizers to track and improve webinar performance.
Organizers rely heavily on contact data to follow up with attendees and leads, evaluate webinar effectiveness by comparing registrants to attendees, and analyze information for lead generation using tools like HubSpot or Pardot. They expected enhanced analytics capabilities with better data visualization to make informed decisions quickly and effectively.
Outcomes
Designed analytics system from 0 to 1 — first analytics experience on the platform
Comprehensive data visualizations with color-blindness accessibility compliance
Mobile-responsive tables and charts across all device sizes
Defining the MVP
To enable organizers to consume webinar data and grow their business impact with GoToStage, we confirmed the scope of the project:
- Contact information — detailed, downloadable data that integrates with marketing automation tools like HubSpot or Pardot - Channel overview — at-a-glance data interpreting the performance of the latest videos - Top videos — drill-down capability to help organizers improve their webinars over time - Better data visualization — shareable charts and tables that work across devices
Ensuring accessibility in data visualizations
One of my goals was to convey information in a clear and concise way. A good graph is easy to read and accessible to all users. This emphasized the importance of both choosing the appropriate graph type and ensuring accessibility.
While verifying color contrast, I found that creating a scalable, 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 — and validated the design against color blindness simulations.
One of the challenges was making tables mobile-friendly, since they are commonly used for presenting large amounts of data. In the video history table, organizers typically scan each column vertically — a pattern that breaks down on smaller screens. Charts also present challenges in ensuring a seamless experience across devices.
The reflection
Working on GoToStage provided invaluable practical experience in designing for video analytics. One of the most significant lessons: the importance of using real data and considering edge cases in the design process.
When designing for analytics, it's crucial to avoid fooling yourself with fake data — this can lead to designs that look great with clean sample data but fall apart with real-world inputs. Always design with the messy, sparse, and overflowing data states in mind.