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Restructure the Hubhopper dashboard to prioritize user needs and introduce a self-service feature for delivering real-time information, ultimately aiming to reduce churn.
Context
Hubhopper, a podcast hosting startup, faces a usability challenge as users often struggle to find information. This results in more repeated inquiries and a higher drop-off rate.
My Role
Led the product design team of 3
Conducted user research & testing , UI Design
Stakeholders Impacted
Marketing
Business
Product
Users
Key Challenge
Overwhelming process to create, publish and distribute podcasts
A comparative analysis across existing podcasting platforms suggested that the podcast creation process was largely fragmented. While this wasn’t a big challenge for international podcasters, it was a roadblock for Indian creators due to the nascency of the medium.
START
Choosing
concepts &
ideation
Picking formats
& writing scripts
Select the right
microphone
Booking a
studio or
finding a room
Recording the
episode
Choosing an
editing software
Cutting the fillers
(umms, ahs,
mistakes)
Adding Pre
Post-Rolls &
sound effects
Cleaning the
audio & adding
background music
Exporting
to .mp3
Signing up for a
hosting platform
Creating podcast
channel &
uploading .mp3
Generating an
RSS
Manually
distributing the
podcast using the
RSS feed
Creating
promotional
material
Going on separate
platforms to track
analytics
1
2
3
4
5
6
7
8
9
10
13
14
15
16
FINISH
11
12
Observation - #1
The boxes above also serve as the most recurring frequently asked questions in the help section of the website.
Observation - #2
Users struggled to access relevant information on pages, forcing them to navigate to the help section for assistance.
Who was suffering?
Marketing
Product
Users left without completing the creation process, resulting in a higher churn rate. Many found the process overwhelming and sought answers on the help page, but unfortunately, they didn't return.
This unaddressed issue represented a missed opportunity for retention, emphasizing the need to identify and overcome barriers to completion in the user experience.
Business
The business team was displeased because the key metric, Episode Listens (our primary focus), was not showing improvement. This resulted in users opting out of the premium plan, leading to a decline in revenue.
Enters the hero of the story
’Information architecture’
When done correctly, you get a pat on the back from the business team😉
and when they are happy, everyone’s happy.
Learning resources
Here are some of the ways of distributing with
Hubhopper:
Automated Distribution: Hubhopper can automatically distribute your podcast to a chosen set of platforms according to your preferences.
Manual Distribution: For some specific platforms, you'll need to distribute your podcast manually. But don't worry, we'll walk you through the step-by-step distribution process for each of these platforms.
Learn More
A ‘help box’ that's consistent on all pages
Outcome
What does this ‘help box’ do?
By adding this help box to the dashboard structure, we made it a part of the layout pan-product. This enables all teams within the company to easily disseminate relevant information and communicate with creators in real-time without deployment.
Recognizing the tool's efficacy in our Andorid app, I identified a necessity for its presence on the dashboard. Leveraging Retool, we streamlined the implementation, providing teams across the organization with immediate access.
This setup ensures accessibility without recurring dependence on the tech team for updates, thereby enhancing communication processes company-wide.
Impact & Big Wins 🎉
Sometimes you don’t need big design changes
to make a big difference
The information had the potential to change on a daily, weekly, or even hourly basis. Importantly, these updates occurred autonomously, without any need for intervention or dependencies on the tech team.
Having given teams control over this information, empowered them to promptly engage users with ad-hoc (most used word in a start-up) promotional offers, conduct A-B tests across distribution platforms, or experiment with different buttons.
Product
Simplifying the user journey through clear information & guidance, reducing process-related overwhelm.
Podcast Details
Start by adding all the important details about your podcast.
2
Podcast Cover art
Design eye-catching podcast cover art that embodies your brand
3
Add episodes
Upload or record your very first podcast episode.
4
Add episode details
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5
Publish & Distribute
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Business
Offering insights and strategies for podcast monetization, emphasizing the promotion of HH Pro as a key avenue.
Get Hubhopper Pro
Turn your podcast into a revenue-generating platform
Hubhopper Monetisation helps you
Partner with brands relevant to your podcast's niche.
Include sponsored messages or ads in your episodes.
Listener Donations and Crowdfunding
Offer exclusive content or perks for supporters.
Monetisation
Marketing
Guiding users on post-publishing actions to effectively spread the word and enhance the podcast's visibility.
Manage Podcast
Take control of your podcast’s distribution
Great news! Your podcast has been successfully distributed to a total of 13 platforms.
Use Hubhopper’s RSS feed management to distribute it manually to additional platforms.
Create an Audiogram to share on social media for higher engagement
Podcast 101