Post-Meeting Pages present an opportunity for engagement immediately after a WebEx meeting where attendees or hosts are identified, then shown an appropriate landing page from within the product via an iFrame displayed when their meeting ends.
In-Product Marketing messages are surfaced or revealed as tool tips and provide users with helpful information on how to get the most out of the Cisco video conferencing products they have and to learn about other complementary products.
ROLE As lead designer on a cross-functional team, I worked with PMs and content strategists to develop messaging and create page designs based on previous MVT and A/B/C test results and best practices. Quick rough sketches used for rapid ideation, with minimal copy, similar to a billboard approach.
DESIGN/UX CHALLENGES Users are already saturated from the video conference they just finished. To avoid cognitive overload, we decided to present clear and concise offers that require minimal effort on the users part.
SOLUTION Content is succinct, typography is clean, imagery is compelling and ties back to existing campaigns. A one-column grid with clear eye-path was chosen to prevent user overwhelm. The CIsco Sans font was tested in several weight and color combinations including #222, #999, and brand colors.
We presented users with a few options: to download apps, take a free trial, or try new products. API advancements allowed us to do a two-step page, enabling users to download an app for either PC or Mac directly from the page. They were shown a follow-up thank you with installation instructions.
RESULTS Sentiment on social pages was positive and the post-meeting pages continue to generate leads and attract new customers. These high-volume pages reached conversion levels between 124% – 178% and 10k weekly mobile app downloads.
Because these pages have tremendous volume, we were able to test and iterate quickly, pivoting where we saw the greatest opportunity, pushing for better results.
To increase engagement, customers are shown relevant messages within the product experience. The messages range from useful tips to simple text alerts that a credit card on file would soon expire.
ROLE Design and execution.
DESIGN/UX CHALLENGES To create minimally obtrusive promotional tips that can be easily updated and swapped out. I wanted to create an experience that feels natural and informs a user but does not distract them from their original goals.
SOLUTION Users may have received a system-generated email alert that prompts them to go to their accounts. Or they may be checking a meeting schedule. In-product messaging presents an opportunity for further engagement using minimal copy and small icons.
RESULTS With increased focus on product security, in-product marketing messages are rolled into the product experience with system-generated alerts and account updates. They are now scheduled with major releases to ease back-end development time.