Elevate

PRODUCT DESIGN | PRODUCT MANAGEMENT | UI/UX DESIGN

 
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The Challenge


We want to make marketing offline as easy as it is online


 

MY ROLE


I led the definition and the implementation of the product strategy and design


I was responsible for building the product from the ground up – from product strategy to design and project management. I reported directly to the CEO, and lead a team of 11 software developers, data scientists, infrastructure architects and marketing specialists.

 

INTRODUCING ELEVATE

Elevate is a simple offline marketing automation tool.

You just plug in our palm sized access point – it will automatically create a free WiFi network to start collecting your customers’ contact information and send personalized messages to your customers at the right time.

With Elevate your marketing is personalized to each individual customer down to their behavior, demographics, and more.

 

THE APPROACH


We applied the same lean and agile principles that make Google Ventures companies successful


We identified a need in the market and decided to build a product that could address it and go to market in 3 months by implementing an efficient learn – build – measure feedback loop.

The team worked following a Scrum methodology – all tasks were broken up into small pieces and quickly iterated on and built out to be able to test right away. We continuously pushed updates as we improved features.

This process allowed us to speed up the time it took to get our product in front of customers and get their feedback – meaning going to market sooner and cheaper.

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DESIGN SPRINT

We kicked off the project with a Design Sprint – a process designed by Google Ventures – with 7 team members whose insights and knowledge helped the product team understand the scope of the product.


We started by setting a long term goal: “Marketing a physical location should be as easy and pleasurable as it is with online websites"


By having customers connect to WiFi in the store, we were able to close the loop between offline presence and online identity, helping retailers understand more about their customers, and be able to market to them more effectively.

The rest of the design sprint was talking through the most critical moments we needed to validate for our product to be successful:

  1. Will customers be willing to sign up with their personal information in exchange for connecting to free WiFi?
  2. Will retargeting campaigns benefit our clients?
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UI

The Captive Portal enabled us to collect data from customer’s who wanted to connected to the WiFi.

We quickly jumped into the design and implementation of the Captive Portal. The infrastructure team was having issues with the predictability of the captive portal across iOS and Android devices – that we found to be comparable to enterprise grade hardware like Cisco Meraki. We built and tested many many versions of the captive portal to better understand which phones were not working, and then we prioritized which phones were most common, and solved issues for each phone.

 

MVP

A week and a half after the design sprint we had an MVP ready to put into a store and test – and we did. We got 3 pilots by running a limited budget FB advertising campaign. Our MVP included a sensor with WiFi, a custom designed captive portal, in-store signage to explain what customers needed to do and a simple database to collect and store all of this information. We worked closely with the pilot retailer to explain the process and to quickly tackle any issues that came up. Scrappy but effective.

Our learn-build-measure feedback loop was a huge part of this stage.


I lead the team through understanding the issues and the best, most time effective way to tackle them


We focused on running "5 whys" analysis to identify root causes and working around the constraints of a startup. We were continuously pushing out fixes and getting feedback from the retailer about any painpoint’s his customers were finding.

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Campaign Effectiveness

We had 64 contacts collected through our pilot MVP and we were ready to run an SMS campaign to get these customers back in the store. Our team used the customer contact database we built to send out a personalized text to each contact inviting them to return to the store for a discount. We were able to track returning visitors who redeemed the discount.

I worked with our data scientists to understand the best way to track effectiveness. Based on our algorithms we can rate an effectiveness score using a proprietary KPI we built.

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Dashboard Design

The existing Measurence dashboard needed a facelift. I set up interviews with current clients to understand what was working and what was not working. Based on the feedback I focused on building graphs that were easy to understand and changed the lingo to make sense for all levels of clients.

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Customer List

The most extensive part of the Elevate dashboard was the Client list. This was important to easily communicate to our clients the automatic segmentation, personalized marketing and effectiveness tracker. The core features of our product.

Elevate is currently up and running as the company continues to improve the product.