NEWCAMPUS
PRODUCT MANAGER (MEMBERSHIPS) AT EDUTECH STARTUP
_User experience,
customer success,
product strategy,
product management,
product marketing,
communication strategy
Tools used:
○ Miro○ Intercom
○ Zapier
○ Airtable
○ Typeform
○ Mailchimp
○ ActiveCampaign
○ Canva
○ Calendly
○ Notion
NewCampus is a modern business school based in Asia, with a global outlook and borderless experience. Our live workshops revolve around business, leadership, and technology skills for today's landscape.
As a Product Manager of Community & Programmes, I design feedback loops, utilise user research, and conduct market research to inform our product strategy, increase member happiness, and gather insights.
I design the end-to-end user experience and oversee member engagement strategy, customer support, and communication strategy.
These are some initiatives I have led:
︎︎︎ Streamlining member onboarding to improve user experience, gather member insights, and reduce dropoff rate
︎︎︎ Led user journey mapping workshop
︎︎︎ Customer success: Automated customer support response
︎︎︎ Product strategy: Devised payment campaign to increase uptake of workshop packages
︎︎︎ Member happiness: Enhanced the feedback loop
︎︎︎ Communication strategy: Crafted full suite of member communications
Scroll down for more information. ︎︎︎
Improving user experience:
Streamlining onboarding
We currently have 4 membership types, which we would categorise into different user segments:
○ Enterprise (Under our B2B partnerships)
○ Tracks (Package of multiple workshops)
○ Remote (Recurring monthly subscription)
○ Lite (A free light plan)
○ Designed tailored onboarding flows for different user segments
I implemented streamlined onboarding flows to improve user experience, gather valuable member insights, and reduce post-sign up dropoff rate. ︎︎︎
(The user journey maps for all of our different membership types over time.)
Challenges:
Due to a lack of onboarding structure, new members were not properly onboarded and the following objectives and goals were not met:
Business objectives:
1. Member engagement: Introducing a high-touch engagement to elevate their overall experience.
2. Member insights: Gaining a deeper understanding of why a member has signed up and what their personality and goals are.
3. Reduce churn: Reducing the rate of members cancelling their membership, and extending our Customer Lifetime Value.
User goals:
1. User education: Understanding our full suite of products and how to maximise their membership.
2. Member engagement: Feeling more connected to the brand and our team.
These led to three key issues:
1. Members weren’t aware about their membership perks nor our full product suite.
2. They were not guided to book their first class, which led to a high dropoff rate.
3. We were not getting insights on why a member had signed up or what they were looking for.
Solution:
I designed an onboarding flow on Miro, which includes having the member to book a personalised onboarding call during the signup process.
During the onboarding, we
○ introduce members to our ethos and their membership perks, address queries, and gather insights on their goals and learning preferences. Thereby establishing a more personal relationship, gaining a deeper understanding on our members’ goals as well, and inform them of their membership features.
○ guide them to book into their first session, which immediately increases the level of engagement they have with the brand, and consequently reduces churn rate.
As part of setting up the structure, I also led a company-wide workshop to align understanding and equip key team members to becoming Onboarding Managers.
Improving user experience:
Led user journey mapping workshops
○ Hosted company-wide user journey mapping workshops to identify gaps and potential opportunities to improve our end-to-end experience ︎︎︎
Customer success:
Automated customer support response to increase efficiency
○ Designed customer support response templates and systems
Maintained a Standard Operating Procedure for our customer support team, ensuring a consistent tone of voice.
○ Designed a custom bot︎︎︎ on Intercom to equip web visitors to sought out necessary information to common queries, reducing wait time for a response ︎︎︎
Challenges:
○ Our lean team couldn’t be responding to customer queries with great immediacy.
○ Web visitors were not able to get referred to the right channels, thus negatively affecting their experience.
○ As a result, too, we were not collecting data on what communication gap existed on our landing and marketing pages.
Solution:
○ Since most of our queries come through the chatbot on our website, I decided to set up a custom bot with conversational experience in mind.
○ This would mean that our web visitors would be promptly directed to the right channel, and if not, their queries would go to the right department for quicker response, thereby reducing wait time for a response.
Product strategy:
Devised payment campaign to increase uptake of workshop packages
As a two-prong strategy to increase uptake of Learning Tracks (workshop packages; an alternative to our monthly subscription) as well as attendance for our sessions, I devised a 100% attendance, 100% refund promotional campaign via ActiveCampaign and Instagram. This effectively contributed to 100% of the uptake. ︎︎︎
Member happiness:
Enhanced the feedback loop
I oversee member happiness and engagement metrics. Observing that there was a gap in the feedback loop, I championed separating feedback collection for membership experience versus in-class experience.
Challenges:
○ We only had one type of feedback form — and that was the post-class survey — which was shared in two ways: at the end of a class, and in an email to the attendee after the class.
○ To collect all the member insights within one form and in one set context was oversimplifying the feedback collection process, while at the same time making it too lengthy for the user, requiring too much time and effort to fill up.
○ Therefore, we were observing a decrease in feedback form completion, and we were not gaining sufficient customer insights.
Solution:
○ To this, we decided to split up the feedback forms: one for classes, and one for the membership experience.
○ We shared the class feedback form in the same ways at the end of each class, and sent the membership feedback form to members every month.
○ This meant the forms are more concise and questions more targeted, and we observe an increase in feedback collection: 80-90% of attendees filling up the post-session feedback form, and an overall increase in actionable feedback points.
Communication strategy
Helming the customer success department, I develop the overall communication strategy for our membership base.
Considering our brand’s voice and elements of information architecture, I have written the following:
○ Drip marketing campaigns
○ Product updates and announcements
○ Weekly member newsletters
○ Member guides
e.g. onboarding brochure, career concierge, knowledge base
Lessons
Check them out on this Notion doc︎︎︎, where I document my lessons as I go.
︎︎︎Currently paused due to cost incurred.