BlueJeans Meetings
This project offers a redesigned video conferencing experience aimed at facilitating authentic connections for 1 million monthly active users in large organizations and educational institutions.
Overview
From 2016 to 2018, I had the opportunity to redesign BlueJeans Meetings, a video conferencing application for desktop and web, connecting business customers to virtual meetings. At the time, the existing product was a flagship within BlueJeans’ portfolio, later evolving into BlueJeans Studio through Verizon’s acquisition. I led this project for 12 months, overseeing the design and development from Alpha to General Access. The relaunch saw over 1M+ Monthly Active Users and increased the end-of-meeting score (a measure of customer satisfaction alongside quarterly NPS surveys) from 4.2 to 4.8. This marked a record high, surpassing the existing version which hovered around 4.0. Customers from LinkedIn, Meta, and Microsoft use the new product daily, even expanding its use to screening calls for recruitment. Beyond corporate use, professors and students utilize the app for online classes and seminars, while physicians use it to meet and support their patients via video chats. The application enables instant connection and collaboration, raising the bar for video and audio quality. The new experience truly delivers on its promise - "better than being there."
Research
Before Zoom became globally prevalent during the pandemic, Webex and Skype were the primary choices for enterprise customers. Other video conferencing tools in the workplace we're familiar with today, such as Google Meet, Slack, and Microsoft Teams, were still in early development stages.
Opportunity
In my research, I extended what I already practiced - conducting virtual calls twice a week with customers from various segments. The goal was to run usability tests on new feature designs and collect information on persistent issues in the core journey. Even without a dedicated researcher on my team, it didn't take long to identify significant issues that the new version needed to address. In particular, I observed customers struggling with the fundamental task of meeting someone at the door (metaphorically, on the cloud):
1. Unable to establish an instant connection
Customers often install video conferencing desktop applications due to their need to conduct regular presentations, a task that browser-based web applications may not handle reliably. Typically, they'll follow their IT team's recommendation to install the app or do so independently just before joining a web meeting hosted on BlueJeans' server. However, the installation process can be unintuitive, leading to delays in joining meetings on time.
2. Issues with audio, such as howling and echoes
Most customers join meetings on time but tend to ignore the existing features designed to address audio issues, such as connection tests and private meeting links. This often results in audio problems that can diminish the professionalism of the person causing the issue, especially in client-facing meetings, and compromise the experience for other attendees. However, these customers frequently overlook the necessary guidance and preparation needed to conduct or participate in echo-free meetings.
3. Inconsistencies in behavior and visuals between desktop and web applications
While desktop and web experiences should generally align to deliver reliable outcomes, constraints imposed by different operating systems (macOS vs. Windows) necessitate adjustments to the application designs. These adjustments ensure that customers achieve the same desirable results across all platforms.
4. A design language that essentially needs to be peripheral
Customers often criticize applications that cause distractions in meetings, where the focus should be on their video and audio presence. Although gradients and shadows from Skeuomorphism are still trendy, I've noticed a growing push for Flat Design due to its simplicity.
Design solution
Feedback
Before the Beta release, I utilized internal demos, which were one-hour calls every Friday afternoon where the Product, UX, and Engineering teams would share and provide feedback. Additionally, I attended bug batch meetings to gather improvement suggestions from the sales and marketing teams. They tested the latest build of the app and its most popular features during client calls to provide detailed insights.
Following the Limited Access release, when the product had its foundational functions established, I arranged on-site visits to meet customers who had been granted early access. I conducted interviews to gather their feedback, some of which were so valuable it was incorporated as features. For instance, we added an immersive video preview to the application dashboard background, allowing for a quick self-check before meetings.
Improvements
Although my main focus was product design, I was keen to contribute to design system work for the first time. In the absence of a dedicated design system team, I collaborated with designers from my team who were focused on various products. Our aim was to align the use of components across BlueJeans mobile and meeting room relay devices. This enabled us to consistently reuse design attributes and maintain uniformity in copywriting. Key aspects that my team influenced in my work included responsive layouts, user-friendly messaging through system notifications, and clear writing.
Testing
I conducted both moderated interviews (in-person and remotely) and unmoderated usability tests through design iterations. I found in-person moderated interviews particularly effective in capturing attitudinal signals, which was my favorite part of the process. Additionally, I maintained positive relationships with early test customers by following up on their feedback and bug reports via email communications.
Outcome
The product launch achieved record-breaking results in various metrics. It increased active users, even on Fridays, which are typically known for a predictable drop in user activity. The high promoter score also led to the nomination of BlueJeans Meetings by Gartner.
1M Monthly Active Users (previously, 300K)
275K Daily Active Users (previously, 150K)
Net Promoter Score 4.2/5-4.8/5 (previously, 4.0/5 - 4.4/5)
Testimonials
“Easy to use, crisp video, nice voice clarity and love the name!” - Business customer
“I have used it many times for meetings with colleagues across the country and around the world. It is reliable and has a simple interface!” - Business customer
Learnings
During my two-year journey designing video conferencing tools, I learned to listen and ask questions. Despite my designer pride, my assumptions about what would work best for customers were often incorrect, as proven by testing. Additionally, the fusion of a creator and a listener fascinated me, turning crafting into a two-way effort. I befriended my Alpha/Beta/Limited Access test customers to understand their thoughts and feelings about each release we introduced. They shared their excitement about becoming more confident in joining and hosting video meetings. Concurrently with my design work, I contributed writings to the UX community to inspire other designers.