Journey Builder Enablement


DETAILS 



My Role : Product Owner and Team Lead

Project Timeframe : 3 months for initial output, 1 year for productized version 

Problem Space

At the time, our marketing automation tool was generating red accounts because many of our users were not configuring their journeys appropriately. Since it would take over a year to get guardrails into the product, our tiger team was asked to identify, design, and produce cusotmer-facing guidance to help alleviate common issues. We not only had to uncover these issues, but we also had to determine the best approach to address them, design the appropriate materials, and deliver them to customers in three months.

Approach

As a team, we mined red account data, conducted interviews with trainers, marketing consultants, partner and customer services teams, and product teams, and conducted task walkthroughs to identify current training approaches and uncover current roadblocks for users. We analyzed dozens of acutal customer marketing journeys and distilled them into several journey templates. We used internal and external knowledge bases to provide additional context and baked these into best practices documentation to supplement instructional materials on setting up marketing automations.

Along the way, we discovered that users needed both contextual and procedural support to create journeys and level-up sophistication of their automation program. They were plagued by empty screen paralysis and key feature gaps, like testing and data management, which inhibited users from adopting the product. Additionally, a lack of transparency around performance and product limits contributed to red accounts.

Results

We created a Journey Template enablement and experience strategy, several Welcome automation templates based on a scaffolding approach to learning, and a suite of documentation (Adoption Guide, Quick-Start Guides, and Checklists) published directly to the customers and internal enablement teams at the end of three months.

After other members of the team were reassigned, I continued to work with the Journey Builder product team to develop additional templates and place them into the product. After one year, January 2018, the templates had been viewed over 41,000 times and deployed over 6000 times. Best practices have been incorporated into our online documentation and have influenced how the documentation team enables customers in difficult product spaces.

Lessons Learned

The most important lesson I learned was to leverage every available resource. On our short timeeline over the holidays, we were unable to talk directly to customers, so we leveraged internal SMEs across the organization and the wealth of documented customer use cases, known issues, and marketing automations. Moving fast, we kept in constant communication and ensured coverage so teammembers could take time off during the holiddays. Daily collaboration sessions helped us synthesize data and develop our strategy.