Percolate Mobile App

Background

What is Percolate?

Just like how Salesforce is the system of record for the Sales organization, Percolate aims to be the system of record for the Marketing organization. It aims to be the central platform on which to execute all marketing activities, from campaign planning to digital asset management to deploying social media.

The Business Model

Percolate operates with a traditional enterprise SaaS model and builds custom implementations for each customer.

My Role

I joined Percolate as a product manager for the mobile app, which didn’t have a dedicated product manager for about a year. When I joined, I needed to re-imagine the product strategy, hone in on the right customer segment, and build out and execute a new product roadmap.

Reframing The Problem

Business Context

• Low MAU: The mobile app saw an extremely low volume of MAU and retention was also abysmal.

• Most Important Workflow: On Percolate, one of the most important workflows was approving creative campaigns to be deployed across channels. Multiple product areas were evaluated on the volume of creative generated and approved on the platform.

Customer Insights

• Customers complained that approvals were impossible to find on the mobile app and notifications were not helpful in reminding them to get through their approvals.

• Customers complained about performance of the mobile app overall.

• Customers didn’t know what the mobile app would be useful for.

Problem Statement

Increase MAU and retention by improving the visibility and usability of the most important workflows on Percolate Mobile.

Improving Usability of the Mobile App & Visibility of Approvals

New User Segment

Focus on providing tools for mid-level and senior marketers to better monitor and manage their teams.

Approval Cards

• Make approvals front and center by putting them above the Activity Feed on the default screen of the app. If no approvals are present, then approvals cards do not appear.

• Since users are already familiar with the creative and campaigns, offer a simple gesture-based interaction to approve or reject by swiping left or right.

• Order the Approvals Cards with the most recently submitted cards so that fresh content is always displayed.

Push Notifications

• Eliminate inbox overflow by batching notifications for creative campaigns queued for approval into a few push notifications deployed throughout the day.

• Separate notifications for creative (e.g. social media posts) and campaigns (e.g. a creative brief and associated creative) to better set expectations of what they will find in the app.

Onboarding Screens

• Pre-Onboarding screens help indicate what to expect when they log into the app

• Highlight the most common workflows for the new segment

• Post-Sign in Onboarding screens help situate the user with the UI and walk users through how to accomplish basic workflows.

Prevacid24hr Digital Loyalty Program

Background

The Ask

Prevacid24hr is going off-patent. Help us create a big creative campaign that will drive social buzz and give us more customers.

What is Prevacid24hr?

Prevacid24hr is a digestive health product used to treat heartburn. Specifically, it is a Proton Pump Inhibitor (PPI) that is prescribed by physicians to reduce the secretion of acid by the pumps in the stomach.

Reframing The Problem

The Business Context

• Prevacid24hr was going off patent and feared loss of market share due to new generics

• Doctors and websites throw around terms like on-demand antacids, H2s, PPIs, and GERD. As lay-person, it is hard to understand what these mean and what the best options are to treat heartburn.

• The brand was facing high customer acquisition costs due to mainly pulling awareness levers with doctors and offering samples

Barriers To Adoption of PPIs

• Patients need to take the drug daily in order for this type of antacid to work

• There is an initial load period o f7 days before patients begin to see any effects at all

Core Customer Insight

Customers don’t think heartburn is that serious of an issue to warrant taking a drug daily—it’s a psychological and behavioral barrier to trial.

A Clearer Problem Statement

Originally, Prevacid 24hr wanted to acquire more customers and continue to drive awareness. But after looking at the inputs, the business objectives of driving trial and driving retention of existing customers was more clear. Specifically, how can be drive a behavior change with customers to perceive Prevacid24hr differently and be willing to take a drug daily to treat heartburn?

The Solution: Prevacid Perks

Our Approach

• Drive Trial: Create a mechanism which would simultaneously drive behavior change and demonstrate the power of Prevacid24hr in the interaction.

• Drive Retention: Create an incentive system that would drive users to return time and again to Prevacid24hr.

Our Idea

Launch a digital loyalty program called Prevacid perks.

How it worked:

The Final Product

Alienasian (2011)

In this quirky comedy, a Caucasian boy Des (Sean Patrick Murray) was adopted by an Asian couple (Toy Lei) and raised with Asian cultural influences. When he is suddenly moved to the United States, he has a rough culture shock and finds comfort in a support group for people who believe they had been abducted by extraterrestrials.

With a core cast that was nearly 80% Asian, this was a great opportunity to explore themes of Asian tradition and identity in suburban America.

Cutting Kiki (Short Film)

Cutting Kiki was a short film I wrote, directed, and produced as my junior year fiction project at Harvard University. Shot on 16mm and edited on vintage steenbeck flatbed editors, the film explores melodrama in a New England town. I partnered with local business, Faran Salon to shoot it in a sleek modern setting that reflects the strong, guarded women in this story. It screened at the Carpenter Center in spring 2010.