Monetize Your Video-Calls
Overview
Kliggit is a video-call scheduling app where creators can monetize their time. This is a case study of my involvement in designing the app from conception to launch.
Role
UX/UI Designer
Team
2 other designers, 1 PM/Founder, 4 part-time developers
Timeline
Start April 2021
Launch October 2021
Company Background
When I started at kliggit, it was only an idea. Our CEO/Founder had just secured funding from investors and had begun to build the team.
The idea was to give creators a platform to monetize their video interactions.
We had a very tight runway and budget. We started in an apartment with only part-time developers. The process was scrappy and we learned lessons the hard way, but the overall experience was fun and we learned so much.
Research
The future of the creator economy.
75% of Gen Z and Millennials want to be a YouTuber as their most desired career (The Sun, 2017). Fast forward to 2021 and Forbes states:
The total size of the creator economy is estimated to be a little over $100 billion, with YouTube alone expecting a $30 billion stream of revenue by the end of 2021.
Out of the 50 million creators that exist today, around 2 million are professionals. Amateurs compose the remaining 48 million.
Only the top 1% to 2% of creators make up the primary components of revenue in Spotify and YouTube, leaving thousands of creators failing to make even minimum wage.
Interviews
We started the discovery process by interviewing our hypothesized target market:
Gen-Z people with an interest in the Creator economy.
Quotes from interviewees:
“Right now to sell my time I have to advertise on Instagram, schedule using Calendly, video-call using Zoom, and then charge using Venmo. I wish there was one place to do it all.”
“I don’t have a way to schedule a one–on-one video-call with one of my followers without giving out my personal information.”
“I wish I could connect with my fans more.”
Identifying the Problem
Current platforms in the market of booking a face-to-face live video call with another person are:
Making users utilize several platforms
Exclusive
Missing elements of professional UX
Lacking personalization and growth
Difficult to engage with your audience
User Personas
Strategy
Since our runway was so tight, we decided to start with the Minimum Viable Product to launch the app with. The next round of funding would allow us to build on top of the base we create. What we decided to prioritize came from interviews and our overall product roadmap.
TalkTime - the ability to schedule and have a video-call
Social media - the ability to post your video calls for others to see
User Journey
Sarah sees Tony promoting his kliggit profile on instagram
Sarah downloads kliggit and creates an account
Sarah searches for Tony’s profile
Sarah looks through Tony’s available times and chooses one that works for her
Sarah makes a Stripe account and enters payment information
Tony is notified of Sarah’s purchase and the TalkTime is scheduled
Sarah and Tony are both notified of the upcoming TalkTime and join the waiting room
TalkTime is held
TalkTime is then posted for both Sarah and Tony’s followers to see
Sarah shares her TalkTime video on other platforms and converts others to download kliggit
Tony’s followers see Sarah’s TalkTime on his profile and follow her
UI Design
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Home
Watch TalkTimes of the people you follow
Create a new event
Message people
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Explore
Search for people to follow
See available events you can purchase
See popular videos
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Event Listing
See upcoming events
Manage event requests
See pending and past events
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Notifications
Be notified of upcoming events and when people request your time
See likes, comments, and follows
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Profile
Display your information and why people should book time with you
Display available events and past videos
Create an intro video to introduce yourself
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Calendar
See an overview of your events for the month
See event details at the bottom
Key shows if events are confirmed or still pending
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Talktime
Video-intaction that can be recorded
See timer countdown of scheduled time slot
Mute, flip, report or end the call by lifting the transparent bar.
Implementation
Although we initially encountered significant challenges during our implementation process, we saw these as opportunities to improve our product and hand-off process. We identified issues in the communication process with part-time developers, which resulted in hours of redeveloping and checking the product.
To tackle these issues head-on, I decided to revamp our hand-off process entirely. By researching how other top-performing companies handle their product hand-offs, we implemented a more in-depth process that involved earlier communication with developers. This new process provided a comprehensive explanation of every element of the solution, making the Q&A process much more efficient and effective. As a result, we started receiving features that were perfectly on point, and the overall quality of our product improved significantly. To illustrate, we created a feature hand-off process that includes a Loom video and a full presentation, which we can use as a reference in the future.
Testing
After the bugs and design fixes were made to the developed test flight app, we held a user testing day. Two other designers and I found 7 people who fit our target market criteria ( Gen-Z, interested in the creator economy, and willing to test for a free cup of coffee). These testers all brought unique perspectives and gave us great insight into issues with the product.
Some of the things we learned are:
- Creators might feel vulnerable when pricing their time, and they would prefer to receive an offer instead.
- Users find it scary when videos are automatically posted, and they would like to confirm the posting before it goes live.
Reflections
The app was launched on the App Store, but unfortunately, it didn't gain enough traction to become a successful social media platform. The demand for this product wasn't significant enough to encourage users to use it.
In retrospect, I believe that there were certain areas where we could have improved our approach to the launch of kliggit. Specifically, I feel that we could have conducted more thorough initial user interviews, tested earlier prototypes, and paid closer attention to the data provided by our users. By doing so, we could have gained valuable insights and made more informed decisions that would have contributed to a more successful launch.
