Enhancing Product Retention & Growth with Targeted Feature Communication
UX IMPROVEMENT • RESEARCH • GROWTH & RETENTION METRICS
The Team
Duygu Alsanel Sr. Product Designer
Duygu Gökoğlu Product Designer
Buket Acet Product Manager
Timeline
4 months
Introduction to Our Paid Customer Growth Journey
Project’s key objective
Enhance product feature communication by utilizing customer analysis for tailored insights, which will improve customer retention and increase the likelihood purchases for complementary products features.
Identify key communication areas and implement one initiative in Q1. Measure the adoption rate and aim to improve it by 10% in the following quarter for the chosen area.
Demand among existing paid customers for the product, targeting at least 10 expansion opportunities each quarter.
Roadmap
Timeline
Key Insights from Stakeholder Interviews
Methodology- Segmentation
RFM analysis allows segmentation based on ;
Recency takes into account the last time the customer engaged with the product.
The Frequency score depends on how often the user engages with a product or feature.
Monetary value could be determined by the Customer Lifetime Value (CTLV) or what subscription plan they are on.
Loyal customers: Loyal customers are active and have high retention. They are not on the highest plans but their loyalty means high CTLV. You need to reward them for their loyalty, for example with early access to new features.
Active repeat customer: Active customers engage with the product frequently but they spend less, so you need to encourage them to upgrade, for example with discounts.
At-risk customers: At-risk customers are likely to churn because they are inactive and their subscription is running out. Try to re-engage them with discounts or new features.
Dormant customers: Customers who were once active but are now inactive. Aim to re-engage them with reminders of your product's value or special incentives
New & Promising Customers: Recently acquired customers showing potential for future engagement and loyalty. Nurture these relationships with excellent support.
Design Implementations and Flows
Our Take-ons
Improving Feature Communication with Customer Insights
We launched a project to improve how we communicate product features, aiming to increase retention and drive expansion by using customer data more effectively.
Goals
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Personalize feature communication using customer behavior and usage patterns.
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Increase adoption by 10% in selected areas.
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Identify at least 10 expansion opportunities from existing paid customers per quarter.
What We Did
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Interviewed Customer Success, Growth, and Support teams to gather insights.
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Used tools like Heap, Zendesk, and RFM analysis to understand user engagement.
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Grouped features into Primary, Secondary, and Complementary sets based on customer segments.
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Ran a Q1 pilot focusing on one communication area with in-app and email touchpoints.
Results
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+12.4% increase in adoption for the targeted feature in Q2.
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Identified 15+ upsell opportunities.
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Created a scalable framework to track feature engagement and inform future launches.
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Strengthened alignment across teams by making customer value central to communication.
