This post was originally published in Mailchimp’s UX Newsletter. Subscribe for more user experience stories!
Mailchimp simplifies email creation while offering robust features. Some users dive into the Knowledge Base for written guidance; others prefer video tutorials that demonstrate the workflow.
Our documentation team produces concise, step‑by‑step videos that guide users through the app. Each video averages about 90 seconds—short enough to retain attention and long enough to convey the essentials.
So far, the strategy has paid off: the last 20 videos have accumulated 21,252 total plays, a significant number considering most were uploaded within the past month. The same set enjoys an average engagement rate of 77 %, meaning roughly 77 % of viewers watch a video to completion.
Our Challenge: Balancing Simplicity, Depth, and Diversity
Mailchimp serves a global audience with varying skill levels and learning preferences. Creating documentation that is simultaneously simple, comprehensive, and inclusive requires a deliberate process.
Simplicity in Complex Topics
We aim to lift users up the “knowledge escalator.” By presenting the basics first and then hinting at advanced possibilities, we encourage exploration without overwhelming the newcomer. Every tutorial follows the path of least resistance, minimizing clicks and steps.
Catering to Multiple Learning Styles
Whether users learn best by seeing, hearing, or doing, our videos blend visual action with clear narration. Pausable content lets viewers repeat steps at their own pace. The script uses first‑person language (“I’ll click…”) to feel like a one‑on‑one walkthrough while still allowing room for experimentation.
Prioritizing Time‑Sensitive Content
Mailchimp releases updates every few weeks. We prioritize video production around the newest changes and the topics with the highest traffic and engagement.
Global Accessibility
We write in plain, non‑slang English, align captions with our documentation terminology, and craft descriptions that are specific enough for non‑native speakers.
Selecting a Topic
We source topics from the top 250‑to‑500 most‑searched Knowledge Base articles, guided by our support team's insights into common pain points. A high search volume may signal enthusiasm for a feature or confusion around it.
Analytics reveal which articles would benefit from visual aid. For example, Getting Started with Merge Tags saw many users struggling with formatting; our video highlighted the editor’s drop‑down that auto‑inserts formatted tags.
After selecting a topic, we draft a script that outlines the learning objectives, the specific angle, and a concise call‑to‑action. We map out the most efficient path—fewest clicks, clear transitions—then storyboard and record with Screenflow.
Using Video Analytics to Refine Content
Wistia’s analytics provide an objective view of viewer behavior worldwide. We monitor scrubbing, exits, and re‑plays to identify friction points.
Frequent scrubbing often points to confusing terminology or unclear visuals. Exit points near a specific step usually mean the user found the location of a feature and will try it themselves.
We look for a balance: short videos keep attention; longer ones unpack complex concepts. When re‑watch data spikes for a phrase—like the obsolete “gear icon” in the UK and Canada—we update the script to use current terminology.
High skip rates signal that viewers seek a quick overview. We trim redundant content to focus on the most relevant information.
Measuring Engagement
Engagement is multifaceted. If a video underperforms, we ask:
- Did users struggle with terminology? We test alternative wording.
- Did the tutorial provide enough context for novices? We add introductory frames if needed.
- Is the instructional level appropriate? We balance “how to” steps with broader usage insights.
- Is the language globally accessible? We review captions and scripts for idiomatic expressions.
- Do exit points reflect satisfaction or confusion? We interpret heatmaps to adjust pacing.
Continuous Improvement
High engagement is a sign of success, but we also consider topic difficulty: complex subjects naturally see higher completion rates. Every video’s metrics are dissected daily—viewership patterns, language barriers, prior knowledge—to guide script revisions or visual tweaks.
By iterating on data, feedback, and user experience expertise, we keep our support videos fresh, relevant, and empowering.