Transforming BlueJeans Events from product to platform
BlueJeans is a video conferencing platform with 4 offerings - Meetings, Events, Rooms and Command Center. BlueJeans Events is a webinar product. I led design during the transformation Events from a product to a platform.
Problem
Customers wanted Events team to build an attendee screening feature. Our research showed customers were using webinars for different use cases.
For security: Enterprises that used for town-halls & all-hands.
To collect user data: Product marketing & sales teams used for product marketing webinars & digital events.
To monetize: For educational and training events.
Each customer segment needed a unique solution tailored to their needs and not 'one size fits all' approach.
Solution
Based on learnings and insights we created registration,
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Registration is optional on webinars. Organizers can add registrations during or after scheduling a webinar.
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All attendees need to register for attending a webinar with registration.
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Organizers can approve or decline attendees access to a webinar.
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Organisers can create customize registration forms by using custom fields.
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Invite attendees using registration link -
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Previously organizers had to type email ids of all attendees to invite them.
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By replacing email with an invite/registration link - sharing an event invite got easier and could reach a larger audience without requiring any participation from the organizer.
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Limit registered users from joining with multiple devices.
Pivot to integrations (and becoming a platform)
During customer interviews, we identified new use cases for webinars i.e. marketing & monetization.
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Created a direct integration with Marketo to streamline workflows for marketing professionals.
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Created REST APIs for integrating BlueJeans Events with other tools. Thereby creating an ecosystem to for integrating with other SaaS products.
Results
45%
events scheduled with registration or integration.
~70%
traffic to registration page came via mobile devices.
+ 6pts
increase in customer satisfaction/NPS over 12 months.