Simplify the end-to-end process to reduce obstacles for the video review tool.

Role:

Product Designer

Team:

CEO, CTO, Product Manager, Engineers

Video Sharing tool

B2C

StartUp

End-to-End Design

Background

Insights.gg is a platform designed to help gamers improve their performance with tools for reviewing gameplay footage as a team. Initially targeted at professional Esports teams, the platform also gained interest from casual and amateur gamers. To address this emerging audience, we created an easier way for users to record and share their game recordings into our platform.

Problem

Insights.gg requires users to upload gameplay footage from third-party applications, leading to lengthy workflows and poor user retention. By creating a seamless experience for recording, uploading, and sharing footage we reduce friction to using our video review tool.

Solution:

Streamlined the process of sending from different email addresses by creating a system for managing email aliases, introduced alias sharing to enhance team collaboration, and improved access to email metrics by utilizing existing user permissions and sharing frameworks.

Problem:

While the product aims to enhance internal communication, the collaborative aspects of sending emails and viewing metrics became inefficient when involving multiple users, leading to support requests, decreased productivity, and fragmented email metrics.

Solution

  • Created a video capture PC app with auto-record and share features to reduce user effort.

  • Users can customize hotkeys and shortcuts per game for usability across multiple games.

  • Utilized game APIs to auto-record key in-game events so users never miss a key moment.

Impact (metrics for the quarter right after launch)

  • Increased DAU (daily active users) by 25k

  • Increased the 2-week user retention rate by 10%

Business goal for this period: increase DAU by 18k and increase 2-week user retention rate by 7%.

Users described "aliases" as email addresses used to send messages - often representing different people or departments, not the actual sender.

Pain points:

  • Single email per user account: Users can't send from multiple addresses, each email address must have its own account created.

  • Restricted collaboration: Resources (drafts, templates, recipient lists, etc.) can only be shared to groups but each user can only be part of one group.

  • Rigid permissions: Analytics are only visible to the account/email it was sent from.

Imagine Marty, a communications manager juggling multiple campaigns, he needs to:

  • Send internal updates from different departments and executives.

  • Edit content and collaborate with his communications team.

  • Measure the reach and impact of emails.

But he struggles with:

  • Logging into another account when sending from a different email address.

  • Sharing send responsibilities with other members of communications team.

  • Limited visibility into email performance across his team.

Research

Alias management page

This new page showcases all aliases accessible to a user. By creating aliases as a distinct entity in our database, we applied the existing sharing frameworks for resources such as drafts and templates to these aliases. This functionality streamlines collaboration, allowing relevant team members to efficiently manage, send, and view metrics related to email aliases.

Competitive Analysis

A collaborative effort from the entire start up team, an ongoing documentation of tools that provide similar solutions. Key differentiator is that most tools specialize in specific games.

User Surveys - screening

We were fortunate enough to have many people in our Discord channel interested in participating in our research. To start, I sent a survey to get data on people’s gaming habits to screen participants for user interviews. I wanted a deeper understanding of users who record in-game footage.

User Interviews - Key findings

  • Users share clips to show exciting in-game moments with others.

  • Users who record full matches often times send their video to a gaming coach for feedback.

  • Users usually play multiple matches at a time before reviewing their recordings.

  • Users get frustrated when they forget to record a good match or epic moment.

  • Users don't like applications with in-game overlays that interferes with their game.

Sharing big moments

95% of users interviewed say they mostly record and share clips of noteworthy moments. Each step is designed to enhance efficiency making it a seamless background experience so users can focus on their game.

User flow when in-game event capture setting enabled (available for games with api access)

Automate the process

Those who record the full match tend to take their game performance more seriously and will review their gameplay. This new process for gamers to record, upload, and share their gameplay footage on Insights.gg with the new tool mostly relies on system action and minimal user intervention.

User flow when full gameplay capture setting enabled (available for games with api access)

Design prototype

Video recording of design prototype - Insights Capture with auto-record enabled using game-specific APIs to detect game start, end, and highlight in-game events.

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how can we make sending from different email addresses simple?

As I mapped the existing user flows I found that the current system inhibits collaboration and transparency.

Before (partial snapshot of userflow):

To send an email from a specific address, users need to navigate to the Team page and log in as that "user" if their account allows for that, if not then they'll need to log out of their account and manually log in with the credentials of that user.

Slice of user flow (before) for selecting a different email address to send from.

After (full userflow):

The process of navigating to the Team page is removed, the internal communicator will select the alias (sender email address) directly on the Email Preview/Send page instead.

User flow (after) of sending from a selected email address.

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Other considerations:

Currently, all existing customers have their aliases created as a user. To make this transition from "user" to "alias" as seamless as possible for our users these are the steps that we'll need:

  1. CSM/AE of each customer account will fill out a csv template with their current users created for alias purposes.

  2. Send to our internal alias transition slack channel.

  3. Engineer team uploads the csv file into our database to convert those users to aliases.

putting the design to test

I conducted usability testing with 16 participants who interacted with a high-fidelity prototype in Figma to evaluate their experience and the usability of the new email alias feature.

Goals for the session:

  • Ease of finding the new email alias page.

  • Ease of managing other user's access to email aliases as an Admin user.

  • User comprehension of the new email card designs.

Tasks assigned:

  • Locate the Email Alias page.

  • Create a new alias and share access to it with specified users/group.

  • Change a user's access to an alias.

  • Answer questions using the new email card.

Key results:

  • 56% of all participants found the new email alias page on their first try.

  • 100% of enterprise customers found the new email alias page on their first try.

  • 100% of participants successfully shared and unshared to those listed in the task.

  • 94% of participants answered correctly on all questions related to the new email card design.

Outcome

Beta release

Launched in May 2023 to a beta group consisting of customers who opted in as well as those who were part of the user interviews and testing groups. Before the general release we added a banner to accounts with a specific set of send method configuration (affected 1 of the beta customers and less than 10% of existing customers).

General release

Launched in August 2023, the email alias feature aimed to reduce support requests and increase direct platform usage (some used third party extensions or add-ins). This new feature streamlines internal communication workflows, empowering users to manage and utilize email aliases effectively. Workflow interactions decreased by almost 30%, this feature was essential in reducing churn, especially for enterprise customers.‍

next project

Streamlining deactivations, decreasing customer support requests

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