Increasing customer engagement for Perpetua feature releases by 44%
Lead product designer, project lead
Perpetua is a self-serve B2B platform built to optimize advertising performance for online marketplaces like Amazon. With frequent feature releases and improvements, the lack of awareness among existing users hindered their ability to benefit from enhanced functionality, impacting perceived product value and increasing churn risk.
I led this cross-functional initiative, working collaboratively with marketing, customer success, and product teams to gather feedback and establish MVP requirements.
Previous methods to highlight releases were mostly ignored and interrupted users' workflows
This included in-app product walkthroughs, banners, and tooltips. Outside the product, we had also tested a "what's new" feature release email but engagement and click-through was low.
Through review of across tools like Mixpanel, Miro, and Productboard, identified the common pattern of using a global icon or user menu for accessing feature releases.
Exploring a scalable in-app announcements pattern within constraints
My design exploration focused centred around a new in-app "announcements" experience accessible from the global header, allowing users to view feature releases within the app. The idea was that this experience could scale to serve multiple needs in the future such as featuring other educational content including blog artciles, case studies, webinars, and more.
The solution also needed to leverage existing help articles to minimize team workload, include a flexible template that marketing could update directly via Contentful without engineering support, and feature only releases relevant to all user groups.
Example MVP layouts for feature release announcements in low fidelity.
Testing ideas mid-fidelity concepts to measure scalability of UX and get buy-in across teams.
Achieved relative increase in engagement of 44% in the first 30 days
The MVP reached over 25% of daily active users in the first 30 days. Of users who opened "announcements", 23% engaged with the Feature Releases modal, up from a 16% baseline from "what's new" emails (+44% relative increase), confirming a strong preference for in-app content.
There was also a ~12% click-through-rate on help articles within the Feature Releases modal, which contained rich content to help customers better understand and adopt new features.
