Bringing together the best parts of two video delivery platforms
Fast Facts
Role
Sketches, wireframes, high-fidelity comps, functional prototype, user testing, analytics, onboarding
Tools
Pen & paper, Figma, AppCues, PostHog, ReactJS, MUI X
Timeframe
2023-2025
User Profiles
01
Video engineers
Video engineers include those who spec and run streaming for organizations where video is their primary business.
Concerned specifically about features
Use web interface to monitor streams
Willing to accept complexity in exchange for feature-richness
Wowza Video 1.0 user
02
Developers
Developers are those who interface with Wowza Video primarily through the API.
Use web interface sparingly
Use web interface primarily to verify setup and for testing
Parity between API and UI is essential
Wowza Video 1.0 or Flowplayer OVP user
03
Video streamers
Streamers are those for whom video is a part of their business but not the primary business. Examples include houses of worship, sports teams.
UI is their only interface
Often don't care about complex features
Getting their video out there is the primary goal
Confused by jargon and complexity
FlowPlayer OVP user
Problems
Wowza Video 2.0 was a combination of the initial version of Wowza Video and Flowplayer OVP which was acquired in 2022. Bringing together two products provided some challenges...
Different user types
Wowza Video and Flowplayer OVP historically had different user profiles.
Wowza Video customers were primarily video engineers or developers at companies where video was a large part of or their primary business. They need robust video tools and APIs that allow for custom solutions.
Flowplayer OVP customers were primarily streamers or developers operating in businesses where video added to their business, but wasn't their primary business line. They value ease of use over niche features.
Complexity
Full-featured, enterprise-grade video streaming is a complex tool requiring some real finesse when adapting it to a less-sophisticated SaaS audience.
Different cultures
Wowza Video and Flowplayer OVP were developed by different teams across the world from each other. These teams had spent time building solutions to the problems their users had. Bridging that gap was tricky.
Organic nav and IA
The information architecture and navigation scheme for both products had developed largely organically over years of development. No design system was in place and neither platform's navigation was easily scalable to the size of product Wowza Video was becoming.
Process
Talking
When I started at Wowza, they were in the beginning technical stages of combining the products into Wowza Video 2.0, but product design had stalled. I took some time to gather input from all the stakeholders and a number of clients for both products to move forward iteratively towards a solution.
Design system
With an approach in mind, I set about to create the foundation for accelerated development. I worked closely with the front-end architect to construct a design system and components within Figma and associated React components that would allow our development team to move forward in a fast, consistent manner.
Hi-fis
Once we had a design system and components built for both design and development, I worked closely with product managers in each functional area of the product to map out and design high-fidelity mockups and Figma prototypes for user testing and (after refining them based on feedback) delivery to development for building.
Build and refine
With refined and tested mockups and prototypes combined with ready-made React components development of Wowza Video 2.0 proceeded quickly. I spent a lot of time with the developers refining designs and making tough compromises to get the project out the door in record time. After launch, we moved on to refining the product iteratively by adding and enhancing features.
Solution
Keeping it familiar... but better
We combined the navigation scheme from Wowza Video and FlowPlayer into a design that was instantly familiar to the users from both products. Working with our content team we unified our language and squashed jargon where we could so everyone would feel at home.
User feedback
Throughout the process, I solicited user feedback. I sat in on customer calls, showed prototypes and screens, conducted ad-hoc user tests and focus groups. After launch I suggested and helped to implement PostHog for product analytics so we could collect passive user data that was actionable.
Don't be afraid to say "no"
Features with little or no use were analyzed to see if they were really necessary. If we could keep the functionality while scrapping the complexity, we did it. If the feature was adding complexity for users and not getting used, they were removed.
Onboarding that doesn't suck
Using insights from our analytics software, we built an onboarding flow in AppCues that helped get users up to speed (or back up to speed) fast. Combined with smart navigation design and product content, Wowza Video 2.0 was as familiar as that old pair of socks... but without the smell or the holes.
Progressive disclosure
We used progressive disclosure and smart defaults to make it easy for our users to start streaming fast and without a lot of thinking about the fiddly bits. Trial conversions went up.
Results
A unified platform everyone can use
Post-launch user analytics and testing showed a decrease in time to complete common video streaming tasks and a sharp decrease in confusion and "rage clicks." Qualitative user feedback was very positive. Trial conversion increased by 35% which correspondingly increased annual recurring revenue. We also saw an increase in usage once legacy customers were migrated in both live and VOD streaming further contributing to ARR.
Live stream list
Live stream list w/ filter panel expanded
Live stream detail page in stopped state
Live stream detail page in running state
Live stream detail w/ edit metadata panel open
New quick stream page
Stream analytics
Want to learn More?
I ship software that's usable, accessible, and delights. I'd love to talk with you about how I can bring my particular set of skills to bear to solve your problems.
