Implementation Guides

Problem

Newsela faced several challenges in helping customers implement solutions:

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

These challenges prevented Newsela from providing adequate customer guidance 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 (admin, coaches, & teachers) to guide design decisions.
  

2. Executed Creation of the Guide

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

3. Coordinated Review with Executive Leadership

• Implemented feedback from co-founder, CMO, CPO and other key team members.
  
• Recorded secondary feedback to incorporate in a later v2.

4. Co-delivered Enablement Session

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

Solution & Results

Key Solutions Delivered:

• 2 interactive pdfs (Admin Edition & Teacher Edition) with step-by-step guidance for a smooth implementation
  
  • Use case exemplars with clear product hierarchy and intuitive navigation.
  • Implementation timelines covering all times of the school year.
  • Ready-made planning templates integrated for easy product browsing and purchases.
    

Additional Enhancements:

• Delivered async enablement via Slack for pre-sale and post-sale reps featuring a ~2 min skit on how to use resource with customer.
  
• Co-built in-product app-cues with product management to drive guide adoption for both the admin and teacher audience.
  

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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.

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Results:

• Earned a combined 89,627 views & CTR of 15%
  
  • Admin Edition Metrics: 11,627 views; CTR 22%
  • Teacher Edition Metrics: 78,000 views; CTR 14%