Overseeing improvements that scaled to 170 projects across 27 countries, I improved course completion for over-the-phone trainings by 10%.
Brought in as the first product manager for Viamo's Digital Training product, I was responsible for analysing and understanding the user experience to find ways to improve it. Starting with a thorough product diagnostic to identify the biggest areas for improvement, I created and delivered to a Product Vision, Mission and Roadmap with a dedicated team.
Analysing the product funnel highlighted two big areas of drop-out: initial pick-up (23% of participants would not answer the first call of the training course) and quiz completion at the end of a lesson (5% of participants would hang up during the quiz). That gave two immediate areas for improvement. Speaking to teachers who had completed the training in Uganda added the qualitative perspective to those data points.
By improving sensitisation methods — for example introducing launch events, and automated pre-training calls — while ensuring the partners I worked with were committed to and engaged with the sensitisation phase, I improved initial pick-up across projects. In extreme instances where pick-up rates were as low as 11%, pick-up increased by more than 75%. New best practices for sensitisation between rounds of trainings saw an average increase of 10% across all projects from 2021 to 2022.
Improving conversion through the quiz was harder: in-person research showed participants were afraid of repercussions, which is why they didn't complete it. Before leaving Viamo I set up an initiative that rewarded participants with certificates for successful course completion. Testing had shown that incentives like certificates and airtime positively impacted course completion rates.
Data only tells you half the story. Understanding the patterns in your product funnel matters, but speaking to your users is often the only way to find out why they interact with your product the way they do.
Overseeing improvements that scaled to 170 projects across 27 countries, I improved course completion for over-the-phone trainings by 10%.
Brought in as the first product manager for Viamo's Digital Training product, I was responsible for analysing and understanding the user experience to find ways to improve it. Starting with a thorough product diagnostic to identify the biggest areas for improvement, I created and delivered to a Product Vision, Mission and Roadmap with a dedicated team.
Analysing the product funnel highlighted two big areas of drop-out: initial pick-up (23% of participants would not answer the first call of the training course) and quiz completion at the end of a lesson (5% of participants would hang up during the quiz). That gave two immediate areas for improvement. Speaking to teachers who had completed the training in Uganda added the qualitative perspective to those data points.
By improving sensitisation methods — for example introducing launch events, and automated pre-training calls — while ensuring the partners I worked with were committed to and engaged with the sensitisation phase, I improved initial pick-up across projects. In extreme instances where pick-up rates were as low as 11%, pick-up increased by more than 75%. New best practices for sensitisation between rounds of trainings saw an average increase of 10% across all projects from 2021 to 2022.
Improving conversion through the quiz was harder: in-person research showed participants were afraid of repercussions, which is why they didn't complete it. Before leaving Viamo I set up an initiative that rewarded participants with certificates for successful course completion. Testing had shown that incentives like certificates and airtime positively impacted course completion rates.
Data only tells you half the story. Understanding the patterns in your product funnel matters, but speaking to your users is often the only way to find out why they interact with your product the way they do.