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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,

  • Registration is optional on webinars. Organizers can add registrations during or after scheduling a webinar.

  • All attendees need to register for attending a webinar with registration.

  • Organizers can approve or decline attendees access to a webinar.

  • Organisers can create customize registration forms by using custom fields.

  • Invite attendees using registration link -

    • Previously organizers had to type email ids of all attendees to invite them.

    • 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.

  • 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.

  • Created a direct integration with Marketo to streamline workflows for marketing professionals.

  • 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.

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