Optimize product user experience to increase engagement and drive revenue
Situation Revenew’s primary offering is a software platform that enables manufacturers / brands to activate their channel partners with online access to marketing material and funds – distribution-centered marketing automation. There was a need to evolve the software (product) user interface and experience with customer insights and industry best practices rather than strictly engineering intuition. This evolution was essential to driving engagement within the consumer electronics audio / video industry since the majority of independent dealers are not experienced at executing marketing campaigns. Leadership I leveraged three key components to influence the development of Revenew’s platform and gain credibility with the technology team: 1) Brought to the conversation a deep understanding of current technology strategy, vision and roadmap to understand why and how the product was being developed; 2) Gathered and shared competitive intelligence to present industry-leading practices that were currently adopted by other companies; 3) Interviewed existing and prospective customers to understand their perspective (as a user) and gain insights that ultimately led to the product, marketing and sales optimization. Result My collaboration with the technology team resulted in significant advancements for the product, channel engagement, and sales model. My position was founded in the philosophy that a deeper understanding of the user (customer) would required a shift of technology resources to develop a platform that was easier for dealers to utilize (functionality and insights). Examples included a focus on reducing the number of “clicks” required to order a campaign and the development of a native mobile app to execute marketing campaigns while out of the office. Added revenue benefits where then realized as the channel engagement increased and there was more usage for the marketing campaigns. Furthermore, operational efficiencies were gained through channel partner self-use and a reduction in the amount of customer service hours required to maintain dealer satisfaction and system usage.