Launching the add-ons feature
Problem: The success of add-ons, a feature that enables hosts to sell services through Peerspace, was required to meet our growth objectives.
Hypothesis: By deploying a cross-functional team to bring the feature to market and encourage adoption, we can meet our growth goals within two quarters.
My Deliverables: Launch emails and support FAQ; User research; Product marketing campaigns; Content audits; UX copy
Process: I partnered with PMs, designers, our email specialist, and members of the sales and operations teams to ensure our messaging was consistent and effective.
Challenges:
Add-ons was an iterative feature that launched over six months: How can I ensure all touchpoints are up-to-date and the product narrative evolves alongside our releases?
Feature awareness was a known issue: How can we seamlessly integrate the feature into the user experience to address this?
Solution: Regular content audits of email, product, and support, user research to tell the add-ons story, and product marketing campaigns to test effective messaging techniques
Performance:
Presented in-depth user research to company, equipping leads with data to discuss at board meeting and sales with marketing assets to drive meaningful campaigns
Within first quarter, product marketing tests increased host adoption of add-ons by 10%, kicking off CX process and UX design improvements
