Engaged.ai
Project Overview
Engaged.AI is the most influential Instagram analytics platform in Asia. It provides Instagram account users with business strategies and data analysis. I was mainly responsible for conducting user research, product marketing, growth strategies, and data analysis. After performing user research, I was able to locate the largest audience base for the product to devise the product alliance marketing plans accordingly. Within two months, the number of new users increased by 209% with a 28.2% increase in the Monthly Recurring Revenue (MRR), which successfully brought great growth to the exposure and revenue of the product!
My Role
UX researcher, Product growth manager, Data analyst,
Alliance marketing plan planner and Project executor
Duration
June 2021（5 weeks）
Team
1 Product Growth Manager
1 UI Designers
1 Engineer
Challenge
How to improve product exposure and user experience in a quarter and bring earnings growth?
Execution Items
1. Conduct user research
2. Optimize product functions and formulate product alliance marketing plans
3. Partner and user relationship management
4. Data analytics and growth in market size
5. Instagram social media management
1. Conduct user research
Background
To find the main users and potential users of the product.
Engaged.AI is an Instagram analytics platform, so only Instagram account holders will be the target users of the products. Through user research, it was discovered that 40% of the main users' accounts on Instagram belonged to the community marketing categories, with the most influential ones being Instagram social marketing specialists. They often set up Instagram accounts to teach the general public how to effectively and professionally market their social media platform. Their audience base is precisely the sought-after pool of potential customers for Engaged. AI.
Why do users need to use the Engaged.AI data analysis function to help them manage Instagram accounts? Users can apply the Engaged.AI data analysis function to obtain strategies and data references to effectively increase the number of their fans on Instagram fans and social media exposure. Over the past year, due to the COVID-19 pandemic, many industries have been negatively affected. For example, the average business scale of the retail, catering, and tourism industry has declined by 30-40%. As more people stay at home, social media advertising and online sales have rapidly escalated by 20-30% during the same period. While an upsurge in web traffic and social media exposure is evident through Instagram, the users set out to unlock their potential by turning ideas into reality. Therefore, Instagram has become a vital channel for drawing together brands and fans.
The following is the industry distribution of users on Instagram accounts through data analysis:
User Surveys（23 online meetings）
I conducted user research and invited 23 Instagram social media specialists to undergo user interviews through Google Meet. Aside from obtaining valuable insights from real users, I also kept an individual record of each user's unique experience.
What did I try to understand from the survey?
1. What values does the Engaged.AI analytics platform bring to you?
2. What is the most practical product function in your opinion?
3. What product functions do you think need to be optimized most?
4. Are you willing to join the Engaged.AI product alliance marketing plan?
2. Optimize product functions
and formulate product alliance marketing plans
(1) Key question: The users cannot discern the meaning behind product analytics.
Solution: to optimize product functions.
Based on the abundance of data analysis results from the product and through user interviews, it was discovered that nearly 50% of the users could not understand the meaning behind the data. Therefore, I presented the top three data sets with the highest utilization rate in the form of a pie chart, combining them into a data performance indicator report to launch the new function—"Instagram Performance Analysis." It mainly allowed the users to quickly view the advantages and disadvantages of their Instagram accounts from the test reports through data analysis and then adjusted their operating models accordingly.
(2) Key question: How to combine the product's new functions with the needs of social media specialists to invite them to promote the product?
Solution: To devise product alliance marketing plans.
I have incorporated the photos and suggestions of each social media specialist into the data performance indicator report for the new "Instagram Performance Analysis" function. After each user completed the test report, they would receive social media management advice from marketing specialists according to their score reports. Also, the following values from social media specialists and their fans are provided to attract them to join the alliance marketing program.
3. Partner and user relationship management
4. Data analytics and growth in market size
5. Instagram social media management
Reflections
This was my first time joining a start-up company. Working at Engaged.AI as the growth marketing manager, I was mainly responsible for planning product market growth strategies. I aimed to introduce the product to more people and increase the number of users, so I launched the product alliance marketing plan. From conducting user research to planning and implementing the product alliance marketing plan, I found user research to be vital in product marketing.
I learned that I must first understand the product's target audience and what the users need to provide them with the most outstanding value from the development and convert potential users into loyal paid customers. In this project, I took charge of various duties, including user research, communication, marketing, project planning and execution, and social media management.
I thank my supervisor for sharing a great variety of experiences and insights, as I was honored to improve the product user experience and active users by 247% in one month, achieving the company's target by bringing in new users and revenue growth!