PM Case Study: An app to conduct sessions

You are the PM responsible to reduce the turnaround time (TAT) taken by a creator after sign-up to reach their first transaction (from ~ 3 weeks to <7 days). Assume that all the traffic signing up is of the right user persona.

• Evaluate the current flow by signing up here: https://app.com/
• Identify the problem areas and create a list
• Prioritize the problem(s) that you think will have the highest impact if solved and explain your thought process behind the prioritization
• Pick the highest impact problem and come up with an end-to-end solution for it. – Prepare a PRD and any supporting documentation/ designs/ wireframes (can even be hand-drawn)

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After evaluating the UX:

Pain Points (In the existing flow)

1. The second step(after OTP verification): Fewer options to add in “What are you looking to sell?”
2. The phone field in the Meeting place did not show a pop-up for adding a number even when the field is a required one.
3. While adding time for the sessions:

• Can add a checkbox that will make it easy for selecting the time “as above”. That will replicate the time in the other time fields this might reduce the time taken to check the boxes separately. It is confusing for the users basically as of now.
• Can seek inspiration from Google calendars while setting up a meeting. It’s easy.

1. After publishing the listing:

• The option for sharing through Facebook is not working.
• Limited social media icons are available. We should use the one people mostly use which is Instagram nowadays.

User Persona:

To reduce TAT:

• Facebook sharing option to resolve
• UI seems uneasy and confusing
• Adding more visual clues to guide users to the next steps
• Adding more social media platforms to share through like Instagram
• Providing more blogs to different use cases that every user persona can relate to and apply to close the first transaction
• Too much information available in an irregular manner
• Can conduct weekly webinars on how to get your first transaction, and to keep growing

For prioritizing features to implement we can make use of the “Impact Vs Feasibility Matrix”.

After using the same, we decided to take up the pain points having a high Impact with easily feasible:

• Providing more blogs to different use cases that every user persona can relate to and apply to close the first transaction — High Impact, low efforts, and low time taken to implement.
• Can conduct weekly webinars on how to get your first transaction, and to keep growing — High Impact, high efforts, and more time to conduct.

So we will eventually go with providing blogs for every use case and the know-how. These blogs can also act in increasing the traffic, and views that will bolster our SEO. We should add a button to redirect them to the blogs.

Writing blogs can resolve the problem to get a sales rep to come in between that will also reduce efforts from our side that we can put to acquire more customers instead.

The flow after publishing their first listing:

• Shared the listing through WA/Twitter.
• Went to the blog suggestions to get their first transaction
• Searched for the use case that resonated the best
• Read through it to implement it
• Implemented it

Other Important things: Extras

A cold outreach email to send to the targets(as per the User Persona created above)

Targeted Audience: Students/ working professionals mid-level

CTA: To get in touch & engage

50 Emails/day

Approach: Personal

Tools To Use:

1. To extract emails: Skrapp.io, Snov.io, Waalaxy, leadleaper, Phantombuster, etc.
2. To Send emails: Waalaxy, Mailchimp, Mailshake, sendinblue, Gmass, etc.

Platforms to extract emails from:

1. LinkedIn
2. Existing email list through newsletter and “engineering as marketing” way.
3. Who visited our website?

Scenario:

An introductory email followed by one email to quickly follow up.

Clearly defined channels & their key actions to reach the targets

1. Twitter
   1. Direct Messages
   2. Tweets under hashtags
   3. Engage via key actions
   4. Grow brand account
   5. Twitter Trend
   6. Influencer Marketing
2. LinkedIn
   1. LinkedIn and then Email
   2. Messages
   3. Content through profiles
3. Facebook
   1. Facebook Profile DMs
   2. Facebook Group Shares
   3. Facebook Community Partnerships
   4. Facebook Key Actions via Events, LIVE, etc.
   5. Facebook Community Owned or Acquired
4. Web Presence
   1. Medium Articles
   2. Blogger Outreach
   3. Media Outreach
   4. Social Bookmarking Sites
   5. Listing on directories
   6. Podcast Outreach
   7. Newsletter Outreach
5. ProductHunt or any alternatives
   1. Product of the Day / Week / Month
   2. ProductHunt Newsletter
6. Social Listening
   1. Social Platforms
   2. Web
7. Ads
   1. Ad networks
   2. Blogs / Websites
8. Product-Led Growth
   1. Engineering as Marketing
   2. Viral Contests
9. SEO
   1. Off-page
   2. On-page
   3. Technical

Define metrics to be measured

Given the problem statement, the Top-level KPIs could be:

1. Response rate (Direct Messaging, email campaigns).
2. Impressions, reactions, and engagements over the blogs, and social media posts.
3. Number of Website visitors
4. To understand which channel is working the best and getting the most numbers, we can use bitly links to track.
5. Number of people interacting or are active in the funnel

Tools To Record and Analyze:

• CRM analytics
• MixPanel