Loom Growth Program
Encouraging and validating creators to help build habits
my Role
Design Manager
My Scope
Design Strategy
Product Management
Design Operations
Workshop Facilitation
Team
2 Product Designers
1 Product Manager (Consult)
2 Engineers
1 Data Scientist
Timeline
8 Weeks (Design)
6 Months (Build + Test)
The Habit Moment is when a user first establishes a habit around a product’s core value proposition, and is a leading indicator of long-term retention.
Loom’s data team had just done a deep dive on our metric funnels, which showed us we had a lot of room to improve when it came to retention. I led design and product strategy with a team of two designers across Core Product and Growth to design a group of experiments that will get creators to reach the habit moment, with the intent to increase retention.
For Loom, a creator reaching the habit moment when when they get a view on two of their recordings within two weeks.
Creators experience emotional hurdles through the creation journey that Loom could address
To understand why creators could be dropping off at each stage of recording, we mapped out the user journey and identified opportunities where we could address the challenges they face.
The key challenges through the journey were feeling vulnerable or insecure about their video, and not knowing if their viewers would find it valuable.
Creators that receive more engagement from their viewers record more videos
Looking at the metrics to investigate the cause of funnel drop offs, we saw that users who received engagement from their viewers via comments and emoji reactions create many more videos per month than creators who don’t.
This gave us clarity on our main hypothesis, and was our starting point for the design process.
We led a collaborative ideation session centered around creating and increasing positive feedback loops for our creators
We landed on key themes to drive the initial design exploration:
Encouraging engagement to further validate creators
Reassurance and celebration to build confidence in sharing
Timely prompts through the onboarding journey to drive creation
Exploring along every touch point across the creator's journey
During concept development, we prioritized breadth of concepts, from creator tooling, to new types of viewer engagement, to email campaigns.
Prioritizing a wide variety of concepts to test meant that we would be more likely to identify the areas that have the biggest impact on the creation journey.
Running a collaborative workshop for a methodical prioritization of experiments
I led a cross-functional workshop where product managers, engineers, and product marketers gave feedback on the perceived impact and effort of each concept.
Using these rankings, I averaged each concept's scores to get a stack-ranked list of concepts to prioritize, from most impact/smallest effort to least impact/most effort.
During roadmap planning I worked with PMs from each team to prioritize concepts to build and test over the next two quarters.
Experiment 1: Celebrating your first recording
Bringing joy to the post-recording experience helps get creators excited to share their video.
By celebrating their first recording in a big, visual way, we were able to improve both the amount of users receiving views on their video and the number of videos that get a view.
Users receiving a
Video First View
Recordings with a
Video First View
Experiment 2: Ongoing encouragement
We thought that showing Creators the benefits of video messaging and sending encouraging compliments on how they “performed” would make users more confident in sharing their video.
This experiment yielded relatively flat results, but we shipped this feature because it added personality to the recording experience that aligns with the Loom brand.
Experiment 3: Improved end-of-video engagement prompt
We previously had quick emoji reactions show at the end of a video to encourage engagement. This new design brought commenting to the forefront with a pre-filled message, so all viewers had to do was click "Post."
This led to a huge lift in comments given, as well as a correlational increase in video views.
users commenting
within 7 days
total comments
Experiment 4: Logged out end-of-video sign up prompt
As a follow up to the previous experiment, we tested a sign up prompt for people trying to leave a comment in the end of video prompt.
This not only increased sign ups, but also allowed us to capture viewer engagement for our creators that we weren't previously able.
Comments logged
through this flow
Experiment 5: Comment Bar
Our largest scope experiment, we redesigned the architecture on the video page to bring comments up from below the fold to beside the video, creating a more collaborative viewing environment.
This led to a lift in comments and users commenting, and paved the way for a larger information architecture overhaul of the video page to shift Loom from a recording tool to a collaboration platform.
users commenting
total comments