Nudges Framework & Strategy
Wistia — 2024
Project
Users stuck to familiar features, leaving powerful tools undiscovered. I designed a platform‑wide Nudges system to surface the right guidance at the right time—gently expanding workflows without getting in the way.
Results
Early experiments showed stronger second visits and analytics adoption when paired with Email Nudges. The framework established the runway for AI‑powered guidance across the product.
Team
Cross‑functional with GTM, product, engineering, and design leadership
My role
Vision, framework, trigger/qualification design, component specs for in‑app and email, and roadmap alignment
The Problem
Users gravitated to familiar features and ignored the rest. Announcements and onboarding didn’t change behavior. Prior patterns (tooltips, guides) underperformed, leaving adoption and workflow depth flat.
Approach
Built a UX model pairing user maturity × feature complexity to determine when and how to deliver guidance. Defined trigger logic and qualification rules to ensure Nudges felt timely, not disruptive.
Use Cases
Suggested bulk edit after repeated manual edits (efficiency), prompted tagging after multiple uploads (organization), recommended social integrations when videos had no plays (distribution), and encouraged lead capture overlays after engagement spikes (growth).
System & Components
Reusable components for in‑app and email delivery, with consistent visuals and copy patterns. Nudges appear at key moments—e.g., after engagement spikes, before repetitive actions, or when missing critical setup steps.
Reflection
Signals are promising; next I’d scale experimentation and deepen personalization links so guidance adapts with user maturity.
