Deep Dive, SaaS Redesign Project

Due to the pandemic we pivoted the Stagecast customer group from B2B first to B2C first and subsequently overhauled the entire product offer & user acquisition process. I lead the project as a product manager and managed the team based on OKR principles and scrum methodologies. This Deep-Dive provides insights into this specific project and illustrates our ways-of-working.

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Challenge: ‍

Pre-pandemic Stagecast focused on the live entertainment and sports market segment. The pandemic forced Stagecast to refocus on webinar & meeting hosts as well as online teaching.

With the new target group, Stagecast acquired users mostly online without a sales representative in contact with the user. This market shift created new requirements on the product offer as well as the onboarding & purchasing process.

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Solution: ‍

We optimised the user Stagecast user journey for the new user group throughout the entire Stagecast system, implemented an online purchasing process and improved the conversion rates in the onboarding and sign-up process.

To achieve this goal, we applied an iterative research, design and evaluation process, in which we used OKR principles (Image 1).

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1. Research Phase 

In the research phase, we collected user data qualitatively and quantitatively with the help of surveys as well as Hotjar recordings to understand user needs and issues in the old user journey. We then ranked these issues and created hypotheses on how these issues could be solved (Image 2 & 3).

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2. Design Phase

In the design phase we took the most relevant issues and implemented solutions in the Stagecast platform. We hereby used the scrum methodology to deliver these features in design sprints. For example, we delivered over 30 new features to the platform and 100 new "templates". We also based the new platform on a newly designed "design system" that helped us deliver features to the platform faster. (Image 4,5 & 6)

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3. Evaluation Phase 

Once a feature was delivered on the platform, we evaluated the performance. If our performance goals were not met, the feature went back into the design phase. With this iterative process, we decreased the drop-off rate in the sign-up process from 70% to 15% and doubled the percentage of users who went through the onboarding process successfully (image 7).

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Who was involved? 

Jonas Hermann (Product Manager), Robin Bugdahn (UI& UX Designer), Filippo Boiani (Lead Frontend Developer), Stefan Hellkvist (Lead Backend Developer), Denis Eriksson (Account Manager, Customer Insights).

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When did the project take place? 

February 2020 - August 2020

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What tools were used? 

Figma, GitHub, Notion, Miro, Hotjar

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You can read about the entire Stagecast journey (including all pivots) here.

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