Creating engaging, efficient and productive meetings for busy professionals
About the project
For many of us, the word "meeting" conjures up a deep sense of boredom; meetings are often felt as tedious and time-consuming. We wanted to tackle this all too common problem by offering a solution for busy professionals enabling them to:
- Easily create and manage online meetings
- Engage their audience during meeting time
- Achieve their business goals
The EasyMeeting Project is a collaborative project born from the desire to change how people experience meetings.
For this project, I teamed up with 3 fellow members from the Interaction Design Foundation (IDF) from the Zürich chapter and was responsible for the UX copy.
Our goal was to use the design thinking framework to put an end to the meeting misery and prove that meetings can be engaging while serving business needs.
We had to deal with a lot of constraints since we worked as a remote team.
Outcome: To come up with a working prototype and have usability testing.
I was involved in the research stage and iterated on the copy done by the designer relying on the insights we got from user research.
During the discovery phase of the project, our aim was to empathise with our users and understand how they handle meetings. For this, we:
- Surveyed + 20 persons
- Narrowed down our sample to 10 persons (reviewed the target group scope)
- From the answers we got, we detected patterns related to a specific topic
- 7 persons out of 10 had meetings with distributed teams/customers in different geographical zones meaning that time zone management is a key point to consider for the user experience
Gathering these insights was very useful to understand how users feel about the way meetings are run, how they behave during and after the meetings, and what they see as challenge or opportunity in the current setup to nourish the ideation process.
Based on the results of the survey and on the patterns and trends that we identified, my fellow team members created two personas.
- Busy Bob, businessman, and fuzzy Fiona, freelancer.
- We went along with Busy Bob the businessman since he has got enough budget to pay for a subscription and frequently uses meeting tools to close deals and generate revenue.
Tone of Voice
I could then work out the tone of voice for the UX copy. Busy Bob is goal-oriented, extremely busy hence the following tone of voice characteristics:
- Friendly (as it is what defines the EasyMeeting brand and how we want it to be perceived).
To see how to help the user reach their most important goals with the product, my fellow team members mapped out the user journey for each step of the meeting process.
This enabled me to better understand the friction points and emotions of the users while interacting with the tool for each phase of the journey.
Design: UX Writing
With all the data and insights we gathered during the previous steps, I could work on the UX copy. Below are a few examples showing how I came up and/or revised the existing copy and why.
- On the Welcome screen, I made sure to set the user’s expectations from the start.
- I highlighted the UVP delivered by the app, focusing on what's in for the user and how their way of doing business will be impacted in a positive way when using EasyMeeting. Meaning that having unproductive meetings dragging on is now a thing from the past.
- I used adjectives tied to the user's main goals (engaging, efficient, productive) to hook their attention and get them to move to the next screens.
In the screen sequence below, for each screen, I have highlighted the value offered by the app and how it benefits the user and their business. Each benefit is conveyed through an action verb and supported by a specific feature.
When the user needs to perform an action, it is crucial to provide them with sufficient contextual information to guide them and reassure them in order to prevent drop-off.
The earlier version for the password reset lacked fluidity and was not really user-friendly.
In the revised version, I focused on the user's intention, then on the action they need to take to achieve their goal, and finally, made sure they know what happens next when they click on the ‘Send’ button: “You will get a password reset link”.
Scenario: the contact person declines the invitation
For some reason, it may happen that a person invited to a meeting won't join. There, I had to make sure for Busy Bob, the meeting organiser, to collect some feedback about the reasons why the person declines to join without being too pushy.
The first version of the form was awkward and biased "why you don't want to participate".
I used a more conversational tone while staying neutral and friendly instead and made survey items more scannable for the user.
Plus, I frontloaded the benefits that are in for the user for filling in the survey (a personalised experience) thus mitigating the risk of having the user drop out.
Scenario: the contact person accepts the invitation
Since the goal of the app is to help meeting participants maximise their time and grow their opportunities, we have included this screen in the flow where, once the person has accepted to join a meeting, they will be able to see who else attends the meeting in order to network and create meaningful relationships with potential business partners.
Live voting is a highlight on the user journey map. That’s a sensitive point in the user experience.
That's the time where Busy Bob can get the most out of the app by engaging his audience and gain valuable insights as to what to do next businesswise.
How testing helped uncover a problem
We had 3 persons test the mockup. All the users pointed to the same problem; from the meeting organiser's perspective, the CTA ‘Start voting’ was misleading.
The word ‘Voting’ was confusing to them since they did not know whether it stood for the vote itself or for the act of voting (only possible on the participant screen). At this point in the flow, they got lost, not knowing what to do nor what to expect.
To remove ambiguity in the wording of this CTA and the high drop-off risk tied to it, I rewrote the CTA in a clear way in line with Busy Bob’s role as meeting moderator.
The next step would be to A/B test both versions and hopefully, see a decrease in the drop-off rate at this stage.
This project gave me the opportunity to be involved from the user research stage onwards in the design thinking process.
Understanding our users allowed me to define the tone of voice for our product, craft clear and user-friendly copy while taking into account the business needs and the insights we got from testing to improve the overall user experience.
We held a meetup where we showcased the project and the process. To wrap up the session, we ran usability testing with one person from the audience and got plenty of feedback on how to improve the app from other members of the audience.
For my part, I got a deeper understanding of the job UX designers do. The interesting part was where I had to advocate for UX writing; I won a small victory seeing a shift in my fellow designers’ perception of UX writing towards the end of the project, and have them acknowledge that writing is fully part of design.