BrightTALK platform UX research

I carried out extensive research at BrightTALK to understand their audience. Results of this research shaped the design process and decisions over long term.

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Overview

When I started working with BrightTALK it was a successful medium size business.

It had even bigger aims and objectives.

But their webinar platform was suffering from outdated code base and lack of modern UX.

The scope of my work was very wide and very deep.

The platform wasn't really growing by much, and user (re-)engagement was very low.

The scope of work included:

Introducing UX best practices to BrightTALK
Researching, understanding and defining BrightTALK's customers
Re-designing core aspects of the platform
Educating teams of BrightTALK staff about UX best practice approach to system design and development
Working with the teams to implement new UX designs
Ensuring that new implemented features are optimised in consistent way

Research activities

This was the first time personas were introduced into BrightTALK.

I ensured that persona were defined based on real world data.

I used the following methods to gather that data:

Desktop research
Competitor analysis
Audience interviews (with channel owners)
Ongoing user testing (with audience members and presenters)
Interviews with front line, customer facing BrightTALK employees with years of experience and insight of dealing with BrightTALK customers and clients
Analysis of BrightTALK social media follower profiles
Analysis of existing BrightTALK audience profiles
BrightTALK Google Analytics data

Personas

This is the result of the research activities were the following personas and lifecycles:

Audience Member

Channel Owner

Professional presenter

Over time we decided to expand the Channel Owner personas into more detailed subgroups of users to serve our channel owner dashboard redesign project.

This was based on a much more in-depth insight into this specific group.

Channel Owners