Ustream is one of the leading streaming video platforms with tens of millions of viewers and thousands of broadcasters such as NASA, Salesforce, Facebook, Sony and, my personal favorite, TechCrunch.
As Director of UX, I led the 9-person product design team and personally designed many features of Ustream.
I joined Ustream to transform it to a design-driven, user-centered company. I was part of the directors and VPs responsible for defining and driving strategy, I took part in planning, defining OKRs and the roadmap.
The biggest challenge I faced was turning Ustream from the media-focused company into a SaaS business. This required major changes in the design goals and direction, and in the mindset of my team.
I sourced and built a truly great product design team consisting of 5 UX designers, 3 Awwwards-winner UI designers and a project manager.
As UX Director, my focus was to
I worked on all aspects of the product from the website through our mobile apps to our desktop applications. Here are a couple of samples from concepts and designs I created.
As part of a shift in strategy, I redesigned our homepage to communicate the new SaaS platform while still serving existing viewers who looked at Ustream as a media destination.
I redesigned the discovery and viewing experiences. This design lets users seamlessly explore new content while the video they were watching continues minimized. This pattern was later added to YouTube's mobile apps as well.
I led the redesign of our broadcaster that allows people to stream live video directly from the browser. The new design improved our metrics significantly (both usage and sales of Pro features).
I designed many other parts of the product like the sales funnel, the partner program, the pay-per-view flow, the onboarding experience. I was also heavily involved in all other design projects, like the complete revamp of our mobile apps, the development of the product marketing pages, as well as the introduction of many new features.
In the design team, I introduced a framework to continuously conduct experiments and optimisations, my motto being that a day without a new learning is a day wasted.
Some optimizations I did:
We did many interviews with US users, conducted polls and surveys, released beta features to gather feedback. With the help of our business intelligence team, we heavily analyzed usage patterns with Google Analytics Premium. We all did customer support from time to time to feel the pain points as closely as possible.
It was a great experience to be part of Ustream’s shift in strategy that eventually led to a successful acquisition by IBM.
During my time at Ustream: