Launch a new feature

Combined marketing and UX approach, advanced team collaboration and potential solutions

Situation: the project involves launching a new feature that incorporates AI-generated Speech-to-Text technology for automatic transcription of recorded interviews. This feature aims to streamline interview processes by enhancing efficiency and accuracy. The goal is to introduce this innovation as part of a combined marketing and user experience (UX) solution to drive user adoption, engage existing users, and attract new customers.

Task: the task at hand is to develop a comprehensive launch strategy that effectively leverages marketing efforts while focusing on enhancing the user experience. This involves collaborating closely with the tech team to gather customer insights and requirements, ensuring that the new feature meets user needs and aligns with market demands. Additionally, the creation of marketing materials such as promotional content, product demonstrations, and user guides is essential to support the product launch and educate users on the benefits and functionality of the new feature.

Action: in pursuit of the project objectives, I engaged in extensive collaboration with the tech team to gain a deep understanding of customer insights and requirements related to the AI-generated Speech-to-Text feature. Through close cooperation, we identified key user pain points and preferences to inform the development of the feature and its integration into the existing platform. Simultaneously, I worked on creating a variety of marketing materials, including compelling promotional content, interactive product demonstrations, and informative user guides that were designed to showcase the benefits and functionality of the new feature.

Result: the diligent efforts put forth in developing a launch strategy that combined marketing and user experience elements yielded positive outcomes. The successful integration of the AI-generated Speech-to-Text feature into the interview process streamlined operations and improved efficiency for users. The marketing materials created played a crucial role in driving user adoption, engaging existing users, and attracting new customers by effectively communicating the value proposition and functionality of the new feature. As a result, the product launch was well-received, leading to increased user satisfaction and expanded market reach for the innovative solution.

The design process

    • Understanding the business requirement

    • Collaboration with the project leader and other team members

    • Gathering information

    • Understanding he business background and dependencies

    • Discovering competitors’ solutions, comparison of the requirements with the available solutions

    • Conducting user interviews, running tests, analyzing data (pain point categorization and -prioritizationSharing the data with key stakeholders, involving people from support, tech, marketing and sales

    • This initiates a brainstorming, hopefully ending in an agreement about the final priorities

    • This helps developers to raise concerns about feasibility

    • This helps QA engineers or support to bring edge cases

    • This helps every stakeholder to understand the feature and it’s relevance, while they also have enough time to prepare their materials until launch

    • Low-fi wireframing: quick iterations (“fail fast”)

    • Potential rapid prototyping

    • Involving users who were interviewed, checking back if the directions of the ideation is right

    • High-fi mockups: using design system to reach a coherent and consistent layout across all platforms

    • Prototyping for final validation

    • Involving as many stakeholders as possible

    • Building a beta-tester community from law enforcement professionals

    • Documentation and handover

    • During this process, we have Design critique sessions where designers introduce the current status, and other participants can give constructive feedback.

  • During this phase, developers reach out to designers in a regular manner, share the current status, and designers point out things that might become bugs or errors later.

  • Designers follow-up with the stakeholders, gather feedback and note them down - these might help to establish further iteration, thus, business continuity.

Marketing responsibilities

  • Competitor research: ideally this is available before the feature development starts. Collect information about similar technologies or competitor companies’ similar offerings.

    Research shows that there are similar solutions, but not for this specific segment (law enforcement). The comparison is necessary in order to have proper data for highlighting the real benefits.

  • Articulate the benefits of the AI Speech-to-Text feature, emphasizing time-saving, accuracy improvements, and efficiency gains in interviews tailored for law enforcement's needs, with advanced security measures and streamlined workflow integration for enhanced precision, user-friendliness, and comprehensive investigative support.

  • Identify specific user segments that would benefit the most from this feature.

    Collaborate with the Marketing Team to tailor messages to address the unique needs of each segment.

  • Beta testing program:

    • Gather feedback and testimonials before the official launch.

    • Engage with beta testers to understand any potential issues or areas for improvement.

    In-App notifications:

    • Utilize in-app notifications to inform existing users about the new feature.

    • Provide a seamless onboarding process (setup wizard?) within the application to encourage immediate usage.

    • Work collaboratively on marketing material with the Marketing Team.

    • Obtain testimonials from beta users and early adopters.

    • Develop interactive tutorials for user guidance.

    • Utilize gamification for enhanced user engagement.

    • Create engaging video demos demonstrating the AI Speech-to-Text feature in real interview settings.

    • Highlight ease of use, accuracy, and time-saving benefits.

    • Include before-and-after scenarios to showcase the feature transformation.

    • Ensure accessibility through captions in videos.

    • Conduct live webinars and training sessions for user education, with Q&A segments.

    • Implement targeted email campaigns for current and potential users, offering incentives for early adoption and upselling opportunities.

  • Analytics monitoring:

    • Continuously monitor user engagement, feedback, and adoption rates.

    • Use analytics data to identify areas for improvement and further optimize the feature based on user behaviour.

    Iterative updates:

    • Release iterative updates and improvements based on user feedback (requires additional design-, development- and QA-resources).

    • Communicate these updates transparently to users, emphasizing the commitment to continuous enhancement.

Unconventional approach

These unconventional ideas aim to create a memorable and unique launch experience, breaking away from industry norms and sparking curiosity and excitement among users. Adjustments can be made based on user feedback and the evolving landscape of immersive technologies.

However, I understand that these solutions might not be suitable for the audience in this industry.

  • VR Demo events:

    • Host virtual reality events where potential users can experience the Investigative Interview Suite's AI Speech-to-Text feature in an immersive VR environment.

    • This not only showcases the functionality but also creates a memorable experience.

    VR Interview simulator: develop a VR interview simulator that allows users to simulate an interview using the new feature. This provides a hands-on experience, making the launch more interactive and engaging.

  • Interview quests:

    • Turn the learning process into a game. Create interactive quests or challenges within the application, guiding users through the new feature. Users earn rewards or badges upon successful completion, fostering a sense of accomplishment.

    • Simplified experience: when establishing a wizard for the setup, include interactive interview scenarios, where the users can select different options for the new feature, or set it up differently. Guide them so they can discover the feature fully while setting up. This will bring familiarity and comfort, and thus, engagement from the first moment.

    • Leaderboards: Introduce leaderboards showcasing users with the most accurate transcriptions or quickest completion times. This friendly competition encourages users to explore and master the AI Speech-to-Text feature.

    Disclaimer: highly gamified solution ideas can be used during a press conference or an “official kick-off event”, so potential users can gain real-life experience on the same day when they learn about practicalities. This helps engagement.

  • AR Instructional overlays: develop AR overlays within the application interface, providing real-time guidance on using the new feature. Users can activate these overlays to receive step-by-step instructions, creating an intuitive learning experience.

    AR enhanced webinars: take webinars to the next level by integrating augmented reality elements. Allow users to interact with virtual representations of the AI Speech-to-Text feature during live sessions.

  • Transcription challenges: encourage users to share creative and challenging interview scenarios on social media. Ask them to use the new feature to transcribe these scenarios and share the results. Feature the best submissions in marketing materials.

    UGC video contest: launch a video contest where users create short films or skits highlighting the benefits of the AI Speech-to-Text feature. The most creative and compelling entries become part of the official launch campaign.

  • Collaboration with Escape Rooms: partner with escape room venues to incorporate the Ark Investigative Interview Suite into their experiences. Participants can use the AI Speech-to-Text feature to analyse clues and transcribe relevant information.

    Integration with Virtual influencers: collaborate with virtual influencers or characters popular on social media to promote the new feature. Have them showcase how the AI Speech-to-Text feature enhances their virtual interview experiences.

  • Physical launch kits: send mystery boxes to existing users containing physical items that symbolize the new feature's benefits (e.g., a clock to signify time-saving). Include a QR code leading to an exclusive pre-launch experience.

    Interactive unboxing: turn the unboxing experience into an interactive journey, guiding users through the benefits of the AI Speech-to-Text feature. Include tangible elements that represent the efficiency and innovation brought by the new feature.

Collaboration with QA

  • Conduct a collaborative workshop involving UX designers, product managers, tech leads, and marketing specialists.

    Use design thinking methodologies to ideate and define user personas, map user journeys, and identify pain points and opportunities in both the product and marketing strategies.

    Note: this is a time-consuming but very effective solution for team work and collaboration. However, in this case, an async brainstorming might be enough.

  • Implement design sprints to address specific challenges or features, involving both tech and marketing teams.

    Conduct rapid prototyping and testing iterations to ensure quick and effective decision-making.

  • Organise joint prototyping sessions where designers create low-fi prototypes of the AI Speech-to-Text feature and marketing collateral.

    Gather feedback from tech teams on the feasibility of design elements and ensure that marketing collateral aligns with the product's capabilities.

  • Ensure collaboration by holding cross-functional meetings involving various team representatives. Engage QA professionals early on in the testing process and collaborate on defining test cases. Implement continuous testing for security and accuracy, and conduct user acceptance tests for satisfaction and comprehension insights. Prioritize accessibility testing and hold retrospectives to identify areas for improvement, while establishing a user feedback loop to enhance user satisfaction.

Deliverables

Mobile application onboarding with proper introduction of the feature, as well as the documentation and the desktop introduction. Knowledge sharing materials, tutorials are all essential when introducing a new feature.