Launching Intensives

Launching Intensives

Role: Product Marketing & Design

Codecademy had developed a new 8-week online intensive but hadn’t established key components of the purchase funnel. I worked with multiple teams to build each level of a cohesive buying experience for use in all future course releases.

Research

Team: Design & Product

Through interviews and quantitative analysis, we compiled buyer profiles to highlight a typical buyer’s learning style, career goals, and other ethnographic vectors. We tested these profiles against beta cohorts and used them to inform the product experience and messaging strategy that tied the funnel together.

Messaging

Team: Marketing

With the launch of its first Intensive (then called Codecademy Ready) program, the company needed to establish a narrative to communicate the value and outcome of the new experience.

Part of a “tonal spectrum” for UX writing.

I wrote an initial set of guidelines in which we recognize a learner’s career goals and tech adjacency. We cure a need to stay relevant. We respect their time constraints and get to the point. But we’re still a witty teacher with a bike by the door.

Landing Page

Team: Marketing & Engineering

Our marketing contractor and I workshopped the copy and design of the landing page. We illustrated how the unique depth of the program, with a heightened feeling of accountability through one-on-one mentorship, brought career aspirations into arms reach for a fraction the investment of in-person bootcamps. To humanize product features, we told the stories of learners from beta cohorts, the mentors that helped them reach their goals, and the meticulous curriculum writers that made the program possible.

Using a platform called Unbounce to free up engineering time, I A/B tested this proposition, along with variations in length, structure, and imagery, to strike the right balance between lead quality and CTR for the best performance down the funnel.

Email

Team: Marketing & Operations

Email was both a product requirement and venue for experimentation. The operations team and I created a template to standardize course-related emails and triggered sends in customer.io. With those in order, a marketing contractor and I tested upsell emails with different segments of our user base throughout the buying cycle. He managed the email sends and collected results, and I incorporated our findings into marketing and product work.

Payments

Team: Engineering & Product

Codecademy’s payment system was set up for subscriptions and incompatible with the new offering. We explored edge cases and I provided designs for payment, cancellation, refund, and receipt experiences to the engineering team.

Results

The messaging strategy, emails, landing page, and payments experience were foundational for the launch and have been utilized for every subsequent program release. By the release of the third program, Intensives were generating over $165,000 per month in enrollments.