Enterprise Client Retention Solution
Overview
Context
Sync is a video conferencing platform that focuses on providing a seamless and reliable meeting experience mainly for businesses. It’s a product I built as part of my Product Management program at CareerFoundry.
The Challenge
A noticeable loss of many enterprise tier clients has urged the need of change for Sync to reverse the trend. This challenge revolves around determining whether security risks or performance issues is mainly responsible for this problem and developing the solution to reduce churn.
The Objectives
Determine which problem has been causing the loss
Develop a solution to retain the most clients
Approach
Research
To determine which problem has been causing the loss, I created and tested an assumption, which unveiled actionable insights
Methodology
To validate the assumption, I employed 2 method:
Data Analytics
CSAT Survey
Findings
Conclusion & Action
Based on the findings from research, we were able to validate our assumption and also discover other insights, which allowed us to uncover 3 work items to help us reach our goal. To select which item to work on first, we used RICE prioritization method and decided to tackle security risks first.
Problem Definition
The research highlighted the critical importance of prioritizing security risk mitigation for academic and government clients. This section will delve into the detailed description of this problem, user profiles, and the overall user journey.
Problem Statement
Academic and government users are facing security risks because currently anyone can join the meeting.
Current state of the product: They have 1 person/meeting dedicated to managing the invite list & removing anyone not invited.
User Persona
User Journey
Design
With a better understanding of the problem, this phase will cover solution design (from ideas to finalized solution), prototype iteration and MVP
Ideation Session
A virtual ideation session using Miro was conducted as a collaboration tool to come up with a solution.
Method: Brainwriting & Brainstorming were used to leverage the collective wisdom and creativity of the participants. Then, while we used dot voting to select the most valuable ideas, the Impact- Effort matrix was helpful to prioritize which idea to implement.
Miro Collaborative Ideation Board: Click
Impact - Effort Prioritization
Quick-wins: (do first)
1. Use a pre-registration process that requires attendees to provide their name and contact information before joining the meeting, which can be verified by the host.
Strategic:
13. Access Control Lists (ACL): Meeting organizers specify authorized email addresses of participants and only those individuals with those emails can join the meeting.
11. Provide video training of security measures while using Sync
Fill-ins:
10. Offer customizable security settings.
Proposed Solution
Prototype
Usability Testing
Detailed usability testing log: Click
Prototype 2.0
Minimum Viable Product (MVP)
Single-feature MVP format will be utilized to validate if the feature can deliver the intended core value, which is to add an additional security layer to meetings and streamline the attendee management process
Full user story list & Prioritization: Click
Next Steps
Product Retrospective
Over the time working on this product, I have seen a lot of personal growth as I curated my skills as a product manager
The biggest challenge for me was to rationalize my gut feeling to prioritize “security risks” because I wanted to make sure my choice was accurate, otherwise, Sync would lose a large number of clients. Applying data analytics techniques, I was able to unveil insights that validated my instinct. This allowed me to craft a statement of the problem, depict a persona of a user experiencing the problem and their journey. Understanding our users had made it easier for us to eventually come up with solution ideas.
If given more time, I would have created the prototypes for the attendees and a mobile version for the app too as Sync is asoftware product that can operate on various devices, not just desktops. Moreover, I believe more rounds of prototype testing would be hugely beneficial to ensure our solution would be well-received by academic and government users, minimizing the risks.