#99: How ScreenPal Transformed Its Global Brand with Kelly Jura
When users misspell your product name in nine different ways, you might have a branding problem. For Kelly Jura, VP of Brand and User Experience at ScreenPal (formerly Screencast-O-Matic), this was just one of many signals that indicated it was time for change.
As an MIT-certified expert in Human-Computer Interaction and a recognized leader in design (named among 2023's Women & Diverse Design Leaders by DMI:Review), Kelly took an unconventional approach: she slowed down.
The Art of Listening at Scale
"We had roughly 8 million users globally," Kelly explains. "It was really important for us to connect with users through surveys and focus groups to understand their perceptions."
The research revealed something unexpected. Users consistently said, "I really don't care what you call it, but don't change the product itself." This insight proved invaluable – the product had more equity than the brand name.
The Challenge of Enterprise Adoption
Beyond the education sector where they were thriving, ScreenPal had ambitions to expand into enterprise, learning and development, and training sectors. The research findings were clear: the original name was holding them back.
"Enterprise respondents were saying things like, 'I would never want to expense this. I wouldn't want to tell my colleagues about this product based on that name,'" Kelly shares.
When the World Changed
Just as they were about to launch the rebrand in early 2020, the pandemic hit. Instead of pushing forward, Kelly and her team made a crucial decision: they paused the entire rebrand.
"We had educators going to remote and hybrid learning. We all just jumped into operations mode. I was closing about 150 support tickets a day, on onboarding calls, monitoring support channels to understand pain points," Kelly recalls.
This pause, while challenging, provided unexpected benefits – deeper insights into user needs during a critical transition period.
The Power of Cross-Functional Excellence
When they finally launched as ScreenPal, the execution was flawless. "Everything was released under the new brand identity, the new design system within 24 hours," Kelly notes. This included updates across their marketing website, content platform, Windows and Mac apps, mobile applications, and Chrome extension.
This successful execution wasn't just about timing – it was about team alignment. "It wasn't just 'here's what we're doing, do this.' Everyone understood why we were making the change, the opportunity for growth, and how they fit into that change."
Lessons for Modern Tech Companies
In an era where tech companies are rushing to rebrand and reposition themselves around AI, Kelly's methodical, user-centered approach offers valuable lessons:
Take time to gather meaningful data
Listen to both current and potential users
Consider timing and market conditions
Ensure team-wide understanding and buy-in
Execute with precision when the time is right
"The bigger the consequences can be, the bigger the impact," Kelly reflects, "I think the more data you need to be confident in that decision."
Kelly's leadership in transforming ScreenPal's brand while maintaining user trust showcases why she's among the select few women who are MIT-certified in human-computer interaction for UX design. Her approach proves that in the fast-paced tech world, sometimes the boldest move is to slow down and listen to your users.