Hero image for case study: "Maximing customer engagement for Perpetua feature releases"

October 1, 2023

Maximing customer engagement for Perpetua feature releases

My Role

UX design and project lead. During this initiative I wore multiple hats, assuming the role of product manager, designer, and researcher.

Duration

~1 Month

Team Members

Brendan Smith (Product Marketing Associate); Taulant Bajrami (Software Engineer); Paulo Marques (Engineering Manager)

About Perpetua

Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.

Perpetua customers include brands, sellers, agencies, and aggregators. While brands and sellers generally have one or two individuals on their internal team responsible for ads, agencies and aggregators manage multiple brands in the Perpetua app, reporting back to their clients on performance and growth.

Meet Savannah

Woman working at desk with laptop

Savannah currently manages 5 brands on Perpetua through an agency called Spotlight, which is focused on growing small-medium sized e-commerce brands in the beauty and skincare industry. Savannah has many years of experience in the Amazon space and now holds a senior brand management role at Spotlight.

Over the years, Savannah has been exposed to a number of different Amazon advertising software products but is particularly enthusiastic about Perpetua's focus on optimization and automation. Part of Savannah's role is establishing a strong relationship with Perpetua so that she can report back to her manager on new innovations and product improvements. But how can Savannah achieve this without relying on her account manager to relay all detailed information to her?

How might we improve awareness of new feature releases in the Perpetua desktop app?

Perpetua is constantly improving, with new features or improvements frequently released in app. The lack of awareness for feature releases among existing users, hinders customer's ability to benefit from enhanced usability and functionality. This is a problem because it impacts the perceived value of Perpetua's product, ultimately increasing churn risk when new capabilities are introduced and users are not aware of them.

Contextual flagging and product tours can be annoying or ignored

At Perpetua, we've tested a number of different methods to highlight feature releases but few have stuck. This includes in-app product walkthroughs via Intercom, a periodic "What's New" email sent to customers, contextual or banners, and tooltips pointing to new features.

Due to the many releases each month, users can get annoyed by these constant callouts, or flat out ignore them. Methods used to date also interrupt users' workflow, getting in the way of them being able to complete day-to-day tasks.

Image of Perpetua Feature Releases flow

Collaborating across teams to generate MVP ideas

During this project, I worked collaboratively across teams including marketing, customer success, and product. After collecting feedback on the idea across these stakeholder groups, we established the following requirements for an MVP experience:

  • Leverage existing content: The team already creates a help article for each new release so we wanted to ensure this experience didn't create more work for the team. We planned to leverage existing content by linking users to articles from the new in-app flow.

  • Reusable template: This feature should require minimal engineering upkeep. After the initial build, we didn't want to rely on development to apply updates for new releases. The design should include a flexible template that marketing and customer success can update directly via Contentful, our content management tool.

  • Relevancy: We decided the ability to "gate" releases to specific user groups (for example, "enterprise only") was out of scope for the MVP of this experience. Featured releases must be relevant to any user, meaning enterprise-only or closed beta features should be excluded.

The marketing team also wanted to push traffic towards a new, external landing site called Perpetua Motions. While this site was initially built for prospects, it offers curated content on key releases over the last quarter which the team thought could help promote excitement among existing customers. Through this, we could also test an internal hypothesis that users prefer to stay within the app to review content rather than being linked out.

Image of Perpetua Feature Release template (for modal)
Image of Perpetua Feature Releases modal

Measuring impact with in-app event tracking

To ensure we could measure engagement for this experience, event tracking was implemented before launch. The specific touch points we decided to track includes the number of unique users who:

  • Clicks on the "announcements" icon. This icon was added to the app's global page header so that it could be access from any page.

  • Within the announcements dropdown, clicks on "Feature Releases" vs. "Perpetua Motions".

  • Clicks on each help article link to view further details for a specific feature.

Early success: combined engagement of 38% among users who clicked to view announcements in the first 30 days

The MVP of this project generated visibility from over 25% of Perpetua's daily active users (DAU) with over 38% of the users who clicked on "announcements", also clicking on either "Feature Releases" or "Perpetua Motions".

The Feature Releases modal alone, generated over 250 clicks in the first 30 days, yielding a ~23% engagement rate after clicking on "announcements". This is greater than the 16% engagement rate for users who clicked on Perpetua Motions supporting the idea that users prefer to remain within the app to review content.

Among users who clicked to view the Feature Releases modal, around 12% ended up clicking on help article links. Given that the modal itself includes a brief description of the feature (and image) it could be that users simply do not feel the need to gather more information.

Summary

Increasing exposure to Perpetua's feature releases and improvements has helped customers like Savannah ensure they understand the true value of Perpetua's tool, enabling them to take full advantage of its capabilities.

Hero image for case study: "Maximing customer engagement for Perpetua feature releases"

October 1, 2023

Maximing customer engagement for Perpetua feature releases

My Role

UX design and project lead. During this initiative I wore multiple hats, assuming the role of product manager, designer, and researcher.

Duration

~1 Month

Team Members

Brendan Smith (Product Marketing Associate); Taulant Bajrami (Software Engineer); Paulo Marques (Engineering Manager)

About Perpetua

Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.

Perpetua customers include brands, sellers, agencies, and aggregators. While brands and sellers generally have one or two individuals on their internal team responsible for ads, agencies and aggregators manage multiple brands in the Perpetua app, reporting back to their clients on performance and growth.

Meet Savannah

Woman working at desk with laptop

Savannah currently manages 5 brands on Perpetua through an agency called Spotlight, which is focused on growing small-medium sized e-commerce brands in the beauty and skincare industry. Savannah has many years of experience in the Amazon space and now holds a senior brand management role at Spotlight.

Over the years, Savannah has been exposed to a number of different Amazon advertising software products but is particularly enthusiastic about Perpetua's focus on optimization and automation. Part of Savannah's role is establishing a strong relationship with Perpetua so that she can report back to her manager on new innovations and product improvements. But how can Savannah achieve this without relying on her account manager to relay all detailed information to her?

How might we improve awareness of new feature releases in the Perpetua desktop app?

Perpetua is constantly improving, with new features or improvements frequently released in app. The lack of awareness for feature releases among existing users, hinders customer's ability to benefit from enhanced usability and functionality. This is a problem because it impacts the perceived value of Perpetua's product, ultimately increasing churn risk when new capabilities are introduced and users are not aware of them.

Contextual flagging and product tours can be annoying or ignored

At Perpetua, we've tested a number of different methods to highlight feature releases but few have stuck. This includes in-app product walkthroughs via Intercom, a periodic "What's New" email sent to customers, contextual or banners, and tooltips pointing to new features.

Due to the many releases each month, users can get annoyed by these constant callouts, or flat out ignore them. Methods used to date also interrupt users' workflow, getting in the way of them being able to complete day-to-day tasks.

Image of Perpetua Feature Releases flow

Collaborating across teams to generate MVP ideas

During this project, I worked collaboratively across teams including marketing, customer success, and product. After collecting feedback on the idea across these stakeholder groups, we established the following requirements for an MVP experience:

  • Leverage existing content: The team already creates a help article for each new release so we wanted to ensure this experience didn't create more work for the team. We planned to leverage existing content by linking users to articles from the new in-app flow.

  • Reusable template: This feature should require minimal engineering upkeep. After the initial build, we didn't want to rely on development to apply updates for new releases. The design should include a flexible template that marketing and customer success can update directly via Contentful, our content management tool.

  • Relevancy: We decided the ability to "gate" releases to specific user groups (for example, "enterprise only") was out of scope for the MVP of this experience. Featured releases must be relevant to any user, meaning enterprise-only or closed beta features should be excluded.

The marketing team also wanted to push traffic towards a new, external landing site called Perpetua Motions. While this site was initially built for prospects, it offers curated content on key releases over the last quarter which the team thought could help promote excitement among existing customers. Through this, we could also test an internal hypothesis that users prefer to stay within the app to review content rather than being linked out.

Image of Perpetua Feature Release template (for modal)
Image of Perpetua Feature Releases modal

Measuring impact with in-app event tracking

To ensure we could measure engagement for this experience, event tracking was implemented before launch. The specific touch points we decided to track includes the number of unique users who:

  • Clicks on the "announcements" icon. This icon was added to the app's global page header so that it could be access from any page.

  • Within the announcements dropdown, clicks on "Feature Releases" vs. "Perpetua Motions".

  • Clicks on each help article link to view further details for a specific feature.

Early success: combined engagement of 38% among users who clicked to view announcements in the first 30 days

The MVP of this project generated visibility from over 25% of Perpetua's daily active users (DAU) with over 38% of the users who clicked on "announcements", also clicking on either "Feature Releases" or "Perpetua Motions".

The Feature Releases modal alone, generated over 250 clicks in the first 30 days, yielding a ~23% engagement rate after clicking on "announcements". This is greater than the 16% engagement rate for users who clicked on Perpetua Motions supporting the idea that users prefer to remain within the app to review content.

Among users who clicked to view the Feature Releases modal, around 12% ended up clicking on help article links. Given that the modal itself includes a brief description of the feature (and image) it could be that users simply do not feel the need to gather more information.

Summary

Increasing exposure to Perpetua's feature releases and improvements has helped customers like Savannah ensure they understand the true value of Perpetua's tool, enabling them to take full advantage of its capabilities.

Hero image for case study: "Maximing customer engagement for Perpetua feature releases"

October 1, 2023

Maximing customer engagement for Perpetua feature releases

My Role

UX design and project lead. During this initiative I wore multiple hats, assuming the role of product manager, designer, and researcher.

Duration

~1 Month

Team Members

Brendan Smith (Product Marketing Associate); Taulant Bajrami (Software Engineer); Paulo Marques (Engineering Manager)

About Perpetua

Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.

Perpetua customers include brands, sellers, agencies, and aggregators. While brands and sellers generally have one or two individuals on their internal team responsible for ads, agencies and aggregators manage multiple brands in the Perpetua app, reporting back to their clients on performance and growth.

Meet Savannah

Woman working at desk with laptop

Savannah currently manages 5 brands on Perpetua through an agency called Spotlight, which is focused on growing small-medium sized e-commerce brands in the beauty and skincare industry. Savannah has many years of experience in the Amazon space and now holds a senior brand management role at Spotlight.

Over the years, Savannah has been exposed to a number of different Amazon advertising software products but is particularly enthusiastic about Perpetua's focus on optimization and automation. Part of Savannah's role is establishing a strong relationship with Perpetua so that she can report back to her manager on new innovations and product improvements. But how can Savannah achieve this without relying on her account manager to relay all detailed information to her?

How might we improve awareness of new feature releases in the Perpetua desktop app?

Perpetua is constantly improving, with new features or improvements frequently released in app. The lack of awareness for feature releases among existing users, hinders customer's ability to benefit from enhanced usability and functionality. This is a problem because it impacts the perceived value of Perpetua's product, ultimately increasing churn risk when new capabilities are introduced and users are not aware of them.

Contextual flagging and product tours can be annoying or ignored

At Perpetua, we've tested a number of different methods to highlight feature releases but few have stuck. This includes in-app product walkthroughs via Intercom, a periodic "What's New" email sent to customers, contextual or banners, and tooltips pointing to new features.

Due to the many releases each month, users can get annoyed by these constant callouts, or flat out ignore them. Methods used to date also interrupt users' workflow, getting in the way of them being able to complete day-to-day tasks.

Image of Perpetua Feature Releases flow

Collaborating across teams to generate MVP ideas

During this project, I worked collaboratively across teams including marketing, customer success, and product. After collecting feedback on the idea across these stakeholder groups, we established the following requirements for an MVP experience:

  • Leverage existing content: The team already creates a help article for each new release so we wanted to ensure this experience didn't create more work for the team. We planned to leverage existing content by linking users to articles from the new in-app flow.

  • Reusable template: This feature should require minimal engineering upkeep. After the initial build, we didn't want to rely on development to apply updates for new releases. The design should include a flexible template that marketing and customer success can update directly via Contentful, our content management tool.

  • Relevancy: We decided the ability to "gate" releases to specific user groups (for example, "enterprise only") was out of scope for the MVP of this experience. Featured releases must be relevant to any user, meaning enterprise-only or closed beta features should be excluded.

The marketing team also wanted to push traffic towards a new, external landing site called Perpetua Motions. While this site was initially built for prospects, it offers curated content on key releases over the last quarter which the team thought could help promote excitement among existing customers. Through this, we could also test an internal hypothesis that users prefer to stay within the app to review content rather than being linked out.

Image of Perpetua Feature Release template (for modal)
Image of Perpetua Feature Releases modal

Measuring impact with in-app event tracking

To ensure we could measure engagement for this experience, event tracking was implemented before launch. The specific touch points we decided to track includes the number of unique users who:

  • Clicks on the "announcements" icon. This icon was added to the app's global page header so that it could be access from any page.

  • Within the announcements dropdown, clicks on "Feature Releases" vs. "Perpetua Motions".

  • Clicks on each help article link to view further details for a specific feature.

Early success: combined engagement of 38% among users who clicked to view announcements in the first 30 days

The MVP of this project generated visibility from over 25% of Perpetua's daily active users (DAU) with over 38% of the users who clicked on "announcements", also clicking on either "Feature Releases" or "Perpetua Motions".

The Feature Releases modal alone, generated over 250 clicks in the first 30 days, yielding a ~23% engagement rate after clicking on "announcements". This is greater than the 16% engagement rate for users who clicked on Perpetua Motions supporting the idea that users prefer to remain within the app to review content.

Among users who clicked to view the Feature Releases modal, around 12% ended up clicking on help article links. Given that the modal itself includes a brief description of the feature (and image) it could be that users simply do not feel the need to gather more information.

Summary

Increasing exposure to Perpetua's feature releases and improvements has helped customers like Savannah ensure they understand the true value of Perpetua's tool, enabling them to take full advantage of its capabilities.

Ellie Edwards 2024 • Built in Framer