Customer-centric learning and engagement platform designed to streamline onboarding processes and provide self-paced eLearning courses.
Challenge
Develop a compelling brand experience across the customer journey for Altia Learn a Learning Management System (LMS) designed to onboard new users, increase customer satisfaction, and help users become more independent (lower touch).
Role
Creative Director
Action
Establish user personas informing product development, marketing, and sales strategies.
Conduct research and testing to choose a product name that aligns with the company's values and appeals to the target audience.
Develop the product brand identity complementing the corporate brand.
Examine all touchpoints and interactions across the customer journey, from initial awareness to lesson completion, integrating brand identity to establish trust, promote loyalty, and foster community.
Video asset creation: intros/outros, callouts, graphics for content, unifying overall look and feel across all courses.
Launch multi-channel marketing strategy increasing product visibility and awareness, including social media, video, webinars and, digital cross-promotion.
Gather feedback from users and stakeholders to identify areas for improvement and refinement.
Results
- Achieved 75% engagement of total available users on the platform within just 6 months.
- Increased user knowledge base and faster on-board adoption rate.
- Produced 40 courses spread across three distinct learning paths, each designed to build knowledge and skills.
Deliverables
- Persona creation
- Product brand identity
- Complete user journey assessment
- In-product brand integration
- Marketing and promotional assets
Credits: Altia Marketing and Communications, Senior Technical Trainer, Product Engineering
Product User Personas
Establish user personas based on company customer personas informing learning paths, product development, marketing, and sales strategies.
Product Naming and Brand Exploration
Conduct research and experimentation to choose a product name that aligns with the company's values and appeals to the target audience.
Develop the product brand identity complementing the corporate brand.
Altia Learn In-Product and Marketing Brand
- Examine all touchpoints and interactions across the customer journey, from initial awareness to lesson completion, integrating brand identity to establish trust, promote loyalty, and foster community.
- Creation of in-product, marketing, and promotional assets, maintaining consistency across all brand touchpoints.
- Alignment of branded learning video asset creation and course navigation: intros/outros, callouts, graphics for content, course level identification via brand elements, unifying overall brand expereience and navigation across content and interface.
- Launch multi-channel marketing strategy increasing product visibility and awareness, including social media, webinars and, in-product cross-promotion.
Course cards for each title, in-product banner promotion, company website cross-promotion, and social media campaigns.