Redesigning VoiceVoice

VoiceVoice is a video conferencing platform that allows participants to share their voices, connect with like-minded people, and contribute to meaningful conversations about topics they deeply care about. Host organizations can pre-design the conversation agenda and content, allowing for hands-off facilitation in interactive breakout rooms.

I worked on a team with two other UX designers to evaluate and assess the current VoiceVoice website and recommend structural, content, and design changes to improve how their value propositions are communicated to prospective customers on the main landing pages.

Role
UX/UI Designer

TEAM
Evan Michaels, UX Designer
David Leen, UX Designer

Tools
Figma, Whimsical, Google Analytics

Duration
40 hours (June 2021)

Driving action through meaningful conversation

VoiceVoice’s unique presentation designer gives host organizations the ability to pre-record and create content (from videos to discussion prompts) for hands-off group facilitation that saves them time and money.

With major clients like The Movement for Black Lives, GreenPeace, and The Women’s March, VoiceVoice gives participants passionate about a cause or issue a voice to contribute to the conversation, inspiring them to commit to taking actionable steps to help elevate the organization's mission.

BUT FIRST...

Narrowing the scope

We initially were tasked to do a complete overhaul of the VoiceVoice website and their main video conferencing platform MaestroConference, but the scope was narrowed several times throughout the project after recognizing it would be more valuable to the client given the time constraint to focus our efforts on only VoiceVoice.

Their biggest goal was to effectively communicate VV's positioning and value propositions, so we made it a priority to focus on the homepage, restructuring the navigation bar, and other landing pages that were critical to the conversion journey.

THE PROBLEM

It's like Zoom...but not

VoiceVoice has been struggling with customer acquisition because its website is outdated and falls short in communicating what the platform brings to the virtual conferencing space and to prospective customers that their main competitor Zoom doesn't.

The extensive list of features and tools unique to VoiceVoice is overwhelming for users to grasp without having experienced the platform first-hand.

Existing visitors aren't navigating VoiceVoice as intended

Current users on the website don't explore most of the website and 62% exit immediately from the homepage. Half of the items on the navigation are rarely used, and there are too many options to choose from that clutter the menu.

First-time visitors also get the wrong impression

An effective landing page makes or breaks the difference between converting customers and losing them within seconds.

I conducted an unmoderated 5-second test with 10 users who had never heard of the platform to help me understand what takeaways they absorbed at first glance.

"What is this product?"

• Video recording x
• Something with video conferencing
• Conversation/chat app x
• Audio chat or phone support x

"What is unique about VoiceVoice?"

• People can talk to each other x
• Voice messaging x
• Talking to strangers x
• Voice-based conferencing x

We found that users don't understand what VoiceVoice is at a basic level. It would not be surprising if they interpreted it as just another Zoom at first glance.

Showing how, not just what

VoiceVoice's messaging currently focuses too much on what the platform's technology is instead of explaining how its service could be used to fulfill a customers goals upfront.

Other competitors like Toucan, Remo and Toasty, on the other hand, tell a story through compelling headlines and copy, clearly communicating the experience a potential customer is going to buy just from the homepage.

Designing for the host

VoiceVoice's main target customers are trainers, associations, facilitators, and nonprofit and advocacy leaders who want to deeply engage groups of people on their own schedule (24/7) without requiring a host to lead every event. Because technology can at times be alienating, hosts with large groups of participants need a solution that has unlimited breakout capacity,

Given the time constraint and $0 budget to find users who match our target audience, we ran testing under the assumption that if we could successfully communicate the company's values to a non-target user, anyone within VoiceVoice's audience would be able to understand the benefits.

As a host, I want to

design unique experiences for
guided breakouts so that I can promote

broadcast my conversations so that I can affect various communities and audiences

MID-FIDELITY

Proposing a navigation menu that's "just enough"

Since only half of the current menu items are being used, the new navigation bar focuses on what a prospective customer would care about the most based on web analytics and the goal of conversion.

Breaking it down into digestible information

We focused on the hero section to communicate , allowing the rest of the page to walk the user through the high-level benefits with a call to action to request a demo.

Free trial vs. Requesting a Demo
But people may not invest the time if they don't understand the platform first. We opted to focus the main call-to-action on free trials given the business goal, but kept the option to request a demo at the bottom of each page to still allow users the option.

A new "Customers" page to emphasize credibility

A direct way to convince users that VoiceVoice is a valuable and trustworthy product worth trying is by letting the testimonials speak for themselves.

However, we found out that the customers listed on the website are mainly from MaestroConference, and decided to replace it with a "Features" page instead while still highlighting some of their clients on the homepage.

Showing how VoiceVoice can fit into different customer needs

The new "Possibilities" page we implemented gives users detailed insight into the variety of solutions VoiceVoice can cater to based on use cases similar to the customer's needs

Testing the homepage...and failing

Given the time constraint and $0 budget to find users who match our target audience, we ran testing under the assumption that if we could successfully communicate the company's values to random users, anyone within VoiceVoice's audience would be able to understand how their company would benefit from the platform.

0/5 users could
pinpoint what VV is

• Software for text conversations x
• Live streaming platform x
• Breakouts for voice x
• Zoom with a social media aspect x

1/5 users interpreted our new navigation items accurately

We created the "Possibilities" menu without considering how users would interpret the term. The test revealed they couldn't differentiate between "Possibilities" and "Features".

Confusion over terminology

Words such as "hostless", "self-guided", and "intimate" were unfamiliar to users.

"Do you have conversations with everyone? If there's no host, who leads the conversation?
Am I going through it by myself?"


We took a step back to review and adjust the copy in a more concise and simple way, emphasizing the breakout rooms, video, and the host-less features with the goal of leaving little room for misinterpretation.

High-Fidelity Deliverable

In a final sprint to the end of the project, our team incorporated feedback from the clients and test results from the mid-fidelity wireframes to come up with final high-fidelity screens that aligned with the VoiceVoice brand for easy implementation.

VIEW SCREENS

Navigation Menu

Homepage

Solutions

New: Features

Final 5-second test

We conducted another 5-second test to assess whether or not the new design better communicates the gist of what VoiceVoice offers. We compared the responses before the redesign and with our high fidelity homepage and saw overall improvement.

"What is this product?"

Before

• Video recording x
• Something with video conferencing
• Conversation/chat app x
•Audio chat or phone support x

After

• Video conferencing platform
•Virtual meetings
• Video chat software emphasizing specific topics

"What is unique about VoiceVoice?"

Before

• Lets people talk to each other x
• Voice messaging x
• Talking to strangers x
• Voice-based conferencing x

After

•Creating conversations with pre-recorded content
•Brings communities together
• Has tools that normal video chat doesn't
•Reaches a large audience

Next Steps

Since the 5-second test is only a quick way to gain high-level insight into how well the product messaging is at first glance, we recommended an additional round of user testing to compare results from mid-fidelity screens.

This project will be updated in the coming months with results.