Twine was looking to change the ways we communicate with asynchronous video conferencing
This US-based startup had the vision to better the experience around video conferencing – a norm that we widely adopted post-pandemic. Through limited common timezones, to the amount of mental strain it would take to organise the number of meetings throughout the week, Twine aimed to solve the problem by making the meetings asynchronous.
With this strong belief in the problem space, the founders were ready to get into the market, run the first pilot with their clients and start getting feedback to commercialise their product. The only problem was the ways in which we could create a product that was as intuitive and practical as synchronous conversations.
The process
Define the problem space and product vision
Cross-collaborate and align on user workflows to create both product and domain designs
Generate repeating design and development ceremonies to start tackling epics
Generate designs and guerilla tests to ensure intuitive and accessible use
Handover to devs and support through design details to ensure easy and feasible development.
The flow
Conference room design
The main experience in the design was around the conference interface where the user would upload their video and the other users would get to respond with their own. The interface where we needed to display the thread of responses (that are all video responses) was quite a challenge to handle in simplicity.
In the end, through workshopping with Crazy-8 and Discovery sessions, we came up with two views, the detailed and infographic, showcasing how many responses are included in which timestamp in the video.
Homepage design
The homepage needed to include functions such as
Easily creating a new conference (Twine)
Able to see the performance of video conferences i.e. response rates
Manage participants without entering into Twine
Access into your notifications with ease
Cross-functional collaboration & development
Alignment was essential for us to deliver this product in the market in the scope that was given. To acheive this, we needed to work in a collaborative way where all strategic and product decisions were made holistically by the group.
For this we set cross-collaborative workshop sessions that were to be repeated weekly. Every design sprint began with a discovery session and a feature was conceptulised by design, product, and engineers in the same room. This enabled us to come up with technically feasible and usable design solutions for the product.
As a result...
Twine's first iteration was launched in record time, equipping the founder to persuade commercial agreements, set up pilots with clients and gather market feedback. In addition to that, the following values were delivered:
Product-led development with strategic ceremonies and workshops for de-risking
Fast and lean product delivery from concept to the hand of its users
Constant focus on customer to create an intuitive UX
Early alignment with the tech team around technological and user decisions to deliver best results.
