Implementation Guides

Problem

Newsela faced several challenges in helping customers implement their solutions:

• Lack of confidence from prospects: Middle to bottom of funnel prospects aren't confident about implementation ahead of a purchase.
  
• No central hub for existing customers: New and lapsed customers don't have a comprehensive resource to support onboarding.
• Mediocre existing implementation hub: Existing guide didn't provide thorough guidance, especially to larger accounts with more complex implementations.

These challenges prevented Newsela from providing customer support across the academic year.

Process

1. Joined Stakeholder Sync

• Met monthly with a cross-functional team including sales, customer success, product, and marketing.
• Reviewed and aligned on implementation pain points.
  
• Defined target audience personas to guide design decisions.
  

2. Executed the Creation of the Guide

• Executed the copy and design direction for both the admin and teacher edition.
• Met with subject-matter experts to optimize the customer use cases for featured products.
  
• Mocked up infographics featured across the guide that convey customer value.

3. Coordinated Review with Executive Leadership

• Implemented feedback from founder, CMO, CPO and others.
  
• Housed feedback to incorporate in a v2.

4. Prepped for Enablement

• Partnered with senior solutions architect team member to deliver a synchronous enablement to post-sale teams
• Recorded a special async version for pre-sale teams

Solution

Key Solutions Delivered:

• 2 interactive pdfs that provide admin, coaches, and teachers with step-by-step guidance for a smooth implementation.
  
  • Use case exemplars with clear product hierarchy and intuitive navigation.
    
  • Implementation timelines for desktop, tablet, and mobile devices.
    
  • Ready-made planning templates integrated for easy product browsing and purchases.
    

Additional Enhancements:

• Created async enablement for reps via email that featured a ~2 min skit for pre-sale and post-sale reps.
  
• Built in-product app-cues to drive guide adoption for both the admin and teacher audience.
  

These guides provide pre-sale and post-sale use cases to provide proactive support on partnership calls to address implementation challenges, shifting district priorities, or unrealized value.