Attendee Interviews

We designers reached out to users that have attended GoToWebinar sessions: friends, family, and users who had previously given us feedback on the product. No compensation was offered - these folks provided about 20 minutes of their time out of the goodness of their hearts. Referring to a script our user researcher team helped us craft, we conducted ~20 user interviews. (I interviewed 5 attendees who joined a GoToWebinar from a mobile device). After each interview, we translated our notes into empathy maps.

Empathy Map. During and after interviews, empathy maps would be created for each attendee. These empathy maps were referred to during larger design team discussions. — **Empathy Map**. During and after interviews, empathy maps would be created for each attendee. These empathy maps were referred to during larger design team discussions.

Once we completed our interviews, we gathered for an afternoon to review the materials: notes; empathy maps; anecdotal tidbits from the designer that conducted the interview. With each summary, we took notes via post-its, which were used to create one large experience map. After that exercise, we organized the post-its into categories, which then fed into the validation of the experience map.

Experience Map Validation

To validate the existing attendee experience map, we:

Reviewed the current experience map for potential errors. Armed with up to date knowledge from our user interview roundup, we identified items that weren't accurate, made better sense in another portion of the map, or could be rephrased more accurately.
Integrated trends from attendee interviews. This resulted in updated pain points and additional phases in the journey.

Experience Map, Version 2. This is the next iteration of the map, based on the initial one, with various changes and adjustments based on the latest round of user interviews. — **Experience Map, Version 2**. This is the next iteration of the map, based on the initial one, with various changes and adjustments based on the latest round of user interviews.

Next Steps

While we designers are of course excited with a physical representation of an attendee's user journey, our main goal is to use this map to inform product strategy and designs. With that in mind, we plan to:

Present the updated experience map to our product teams (complete). As a product team, it's easy to conjecture on a user's behaviors and motivations. Having data to support that sentiment, whether it be metrics about usage or trends based on an user's feedback, allows teams to make better development, design and product strategy decisions. I've recently presented this experience map to my product teams, outlining the rationale behind the artifact, describing the process we went through to create the map, and proposed a brainstorming session to map all of our ideas to document user pain points.
Conduct brainstorm sessions with product teams (complete). We feel confident that this experience map will give product teams better insight on attendee's motivations and provide inspiration on innovative solutions to common pain points. The brainstorming session allowed us as a team to amass our ideas in one place and provide a direction for where we want to take the attendee experience in the short & long term.
Integrate ideas into vision artifact (in progress). Now that we have a set of ideas that we want to strive for as a team, I plan to create a larger vision artifact for future conversation.