Identifying customer needs

Video content for language learners

Tools

Camtasia

Help & Manual

HTML

Google Analytics

Skip to:

The problem

The support area of a language-learning website relied heavily on text explanations written in English.
I surveyed sales consultants to verify if this was a problem for customers.
They confirmed that they often received requests for more visual explanations in the support content.

Having identified and validated the problem, and after the Product Owner had agreed to my proposal, I produced and managed the delivery of a set of videos as part of a future release.

To improve customer satisfaction and reduce the number of contacts to sales consultants by adding explainer-videos to the most popular support pages.

Using Google Analytics and conversations with the Product and Marketing teams, I determined which pages might offer the most value to users.
I drafted voiceover scripts and collaborated with our audio team to have these professionally recorded.
Using Camtasia, I then recorded and edited the videos to a consistent style, adding and editing the voiceover audio into them.
The finished content was then handed over to a Marketing team, along with titles and description text that I’d written for each in simple English.
Once the videos were live, I used the website’s help authoring tool to embedded them in the correct pages for upload.
I completed user acceptance testing and then tested them again when they went live on the Production servers.

The videos were very well received by sales consultants and the most popular received thousands of views and a good number of YouTube ‘likes’.
Analytics for the pages continued to be monitored for further improvements.