Keepler Customer Experience Journey Project

As the fractional Director of Community at Keepler, I led a comprehensive initiative to map out the customer experience journey for the Keepler Community. This project involved a deep dive into understanding the user journey, from initial discovery to long-term engagement and advocacy. By collaborating with cross-functional teams and leveraging user insights, we developed a detailed journey map that informed strategic decisions and guided the optimization of the Keepler Community experience.

Role: Project Planning, User Research, Data Synthesis, Data Analysis, Graphic Design, Development, Ideation

Tools Used:

• Miro (design tool for mind map)

• Typeform (data collection tool behind research)

• Klaviyo (email and SMS user outreach tool)

• Zoom (user interviews and cross-functional team conversations)

• Google Slides (user research findings presentations)

• Google Sheets (data collection tracking)

• Canva (design tool for photo editing)

• Figma (design tool for layout and graphics)

The Keepler Customer Experience Journey Mapping Initiative aimed to gain a deep understanding of the user journey, identifying key touchpoints, pain points, and opportunities for improvement. By aligning the community experience with user needs and expectations, we sought to foster authentic connections and long-term engagement. The insights gained from this initiative would inform the development of targeted engagement strategies, content initiatives, and product enhancements to drive user satisfaction and retention. Ultimately, the goal was to establish a framework for continuous improvement and data-driven decision-making in the Keepler Community.

User Journey Mapping:

• Conducted a comprehensive analysis of the user journey, from discovery to long-term engagement

• Identified key touchpoints, user actions, needs, and emotions at each stage of the journey

• Collaborated with cross-functional teams to gather insights and validate assumptions

Community Engagement Spaces:

• Defined the architecture and channels for community engagement, including groups, forums, and user-generated content

• Developed a strategic engagement plan to foster meaningful interactions and drive user participation

• Established guidelines and moderation processes to ensure a safe and supportive community environment

Onboarding and First Use:

• Designed a seamless onboarding experience to introduce new members to the community's values, features, and benefits

• Implemented a personalized welcome sequence, including direct messages from community managers and targeted content recommendations

• Monitored and optimized the onboarding process based on user feedback and engagement metrics

Metrics and Evaluation:

• Established key performance indicators (KPIs) to measure the success of the community experience, such as engagement rates, retention, and user satisfaction

• Implemented tracking and analytics systems to gather actionable insights and inform continuous improvement efforts

• Conducted regular surveys and user feedback sessions to validate assumptions and identify areas for optimization

Step 1: V1 Wireframes & Foundations of the User Journey

• Developed user personas to gain a deeper understanding of the target audience, their goals, needs, and pain points

• Conducted a comprehensive analysis of the 7 Ps (Purpose, Place, Platform, Population, Promotion, Policy, and Performance) to inform the community strategy

• Created V1 wireframes to visualize the user journey and identify key touchpoints and engagement opportunities

Step 2: Unpacking the User Journey

• Identified the key changes in the user's life and environment after engaging with the Keepler Community, such as increased confidence, support, and personal growth

• Mapped out the user's goals, needs, struggles, and tasks at each stage of the journey, from discovery to long-term engagement

• Defined the community engagement spaces, including groups, forums, and user-generated content, to foster meaningful interactions and support

Step 3: Mapping Out and Releasing the Live V1 of the User Journey

• Finalized the user journey map, incorporating insights from user research, cross-functional collaboration, and community feedback

• Developed a comprehensive engagement strategy, including content initiatives, events, and user-generated content, to drive participation and retention

• Implemented a robust onboarding experience, including a personalized welcome sequence, community guidelines, and targeted content recommendations

• Established key metrics and feedback mechanisms to measure the success of the community experience and inform continuous improvement efforts

The Keepler Customer Experience Journey Mapping Project yielded significant results, including:

• Increased user engagement, with a 729.7% increase in WAU and a 3208% increase in MAU from August 2023 to March 2024

• Improved onboarding completion rates, resulting in a 70.4% cumulative open rate and 2.8% cumulative CTR for onboarding emails by March 2024

• Enhanced user satisfaction, with an improvement in NPS score from -15 EOY 2022 to 35 by EOY 2023

• Optimized user experience, contributing to a 987.1% increase in app impressions and a 1380% increase in product page views from August 2023 to March 2024

• Informed the development of targeted engagement strategies and product enhancements, driving sustained growth and user retention

By mapping out the customer experience journey and aligning community initiatives with user needs, the Keepler Community has become a thriving hub for conscious relationship development and personal growth. This initiative has played a crucial role in positioning Keepler as a leader in the dating and personal development space, fostering authentic connections and driving long-term user engagement.