Tocca
B2B virtual event platform to make networking feel human, even when online
As the lead product designer and product manager for this 3 month web app project in 2021, I lead research, managed Jira tickets and product roadmaps, ran design sprints, presented regularly to leadership and engineers, designed multiple iterations, and delivered final assets for production. I worked with a remote team consisting of the CEO, product owner, UI designer, and 3 engineers.
Problem
Tocca is a virtual event startup based in the Bay area. It made a necessary and smart pivot during COVID in 2020, from a mobile application for professionals to exchange business cards for in-person conferences, to a B2B virtual event platform. Despite its well-received MVP, the virtual event space had fierce competition with extended COVID forcing many to find virtual solutions for the long term; both demand and need were high. To survive, Tocca needed to more clearly deliver the “Why Tocca?” to distinguish itself as a strong competitor in the virtual event space.
Goal
Design a B2B virtual event solution that makes networking feels natural.
Research
Competitor Analysis
Virtual event competitors were using similar keywords: “all-in-one solution,” “attendee connection and engagement,” and “convert engagement into revenue”. But one message that was lost in the midst of being an “all-in-one solution” was targeting the B2B market and making it a specifically great product for them.
Hopin “all-in-one event platform optimized for connecting”
On24 “Converting customer engagement into revenue”
User Research
Having narrowed our target users to people organizing and attending B2B events in the tech space, we needed to better define their pains. Interviewing those who had any involvement in events to answer “What are you looking for in an event?” led to these findings:
Stakeholders & Needs
Event Marketers - I will be marketing the event to potential attendees so it needs to be on brand and beautiful.
Event Organizers - I need to create an event that provides participants with a great networking experience to generate leads.
Attendees - I want to be able to easily navigate the event.
C-Street - I need good ROI.
In Conclusion…
Design Principles
Chatbox
I focus on highlighting the chat redesign process in this section, as my largest role from end to end was working on this feature. I led competitor and user research, testing, product management, and UI.
Before & After
Here is an overview of how I first diagnosed the current state, which led to the final updates seen in After, the shipped version.
Key questions to consider for the final designs:
How long will the new features take to build for the engineering team?
What design elements/features can we simplify for the engineers so we can just quickly ship and learn?
How will the chat redesign help attendees network more seamlessly? How might we optimize the chat space to help attendees connect 1:1?
How might we re-organize the chat space to make it feel less crowded and easier to find information, such as the moderator’s announcements?
Iterations
After feedback from the internal team and users, I made small adjustments before the team shipped the new chat design. Comparison of the final mockup and designs is outlined below:
Networking Rooms
Besides the chat redesign, I was heavily involved in the product management, UX research, and initial mockup of important features including the Lounge and Breakout Room.
I worked closely with the Product Owner to specify product requirements on Jira and Confluence, prioritizing features and defining product dimensions to dynamically respond to different screens. I also handed off mockups and product specs to the UI designer for final production.
Reflections
B2B products need to keep multiple stakeholders in mind beyond our target user (businesses)
Testing early and often with users is always a good idea to save time before the product development process
Importance of asking for feedback from internal stakeholders, such as product managers and engineers, as soon as possible
Always considering the benefit AND cost of shipping early without thorough user testing
Results
Successfully attracted local and global clients including YMCA, Harvard, INSEAD, IGT, and Cloud Academy
Backed by investors and advisors from Google, Salesforce, Hubspot, and Gainsight
Average 4.7-star reviews on leading SaaS review websites including G2 and Source Forge, with multiple mentions on its amazing networking functions