ABOUT BLUE BITE CONNECT
Connect is a freemium version of Blue Bite’s Creative Suite. It enables product marketing teams to easily sign-up for an account, create/design up to 100 unique QR codes, connect them to landing pages, and monitor scan data across those codes.
Simplified registration flow and dashboard interface
Provides a QR code generator with styling capabilities
Supports upgrade paths and CRM integration for growth team nurturing.
Type: SaaS Web Application
Date: 2023
Role: Product Manager
Tech Stack: AWS, Postgress, OpenSearch, JS, Typescript
THE SOLVABLE PROBLEM
In an evolution to Blue Bite’s go-to-market strategy, we identified an opportunity to accelerate growth by transitioning from a sales led to product-led-growth (PLG) strategy. Our hypothesis:
Brand marketers interested in connected product discover Blue Bite late in their research process; and are gated by our sales and customer success teams during the sales process (which may take weeks or months) before they can get any access to the solution and ultimately experiencing the “ah-ha” moment. This slows down Blue Bite’s ability to scale and artificially decreases our win-loss rate.
QR Touchpoint LIst
QR touchpoint detail
BUILDING IT
The theory was by improving the product to the point where prospects could sign-up for themselves and create their first connected product program; they would more quickly reach the “ah-ha” moment and understand the value add Blue Bite can bring to their consumer experience. As an added benefit, with tooling like a rich QR-code generator integrated into the registration process, Blue Bite would reach prospects earlier in their discovery process when they are normally more focused on the touchpoint (technology like QR or NFC) consumers engage with over the actual experience they will consumer (which is where I real value is). This should also result in a higher percentage of sales qualified leads (SQLs) being generated.
Partnering with Customer Success, Sales, UX, and Engineering we identified the minimum amount of information needed to from a prospect when creating a new account. Additionally, we surveyed both existing users and prospects who had signed up for our newsletter but not yet paid for a subscription, to understand what were the most complicated parts of starting a connected product program, the language they were using to search for providers in the space, and ultimately their goals for success. We then focused on simplifying both the language used throughout the application, reducing number of steps through critical user paths, reducing the number of key views these new users would have to engage with, and providing an efficient registration flow.
Over a 6 month period, we executed 2 phases of work:
Phase 1 New UX for premium users: Package new views and usability improvements needed for self-serve registration and platform use that will also apply to paying users so existing customers can immediately benefit. In addition to immiedately benefiting existing customers, it also enabled us to gather quicker feedback on the UX improvements to ensure new (free) customers would have a great first impression.
Phase 2 Freemium Tier Launch: Complete new user, permissions, feature gating, and registration related work and CRM integration to enable sales and customer success to monitor few users coming online and assess which are prospects for nurturing to a paid subscription.
The work was broken down as follows:
Extend the API endpoints to support touchpoints as a unique entity
Build out new detail and list views for new touchpoint entity to be made immediately available to all users
Create new freemium user role and subscription/org type so free accounts could be tracked and functionality could be feature gated to subscription type
Build out a public QR code generator tool based on opensource libraries along with the self-serve registration flow and deep integration to our CRM service for enhanced nurturing to upsell
ACHEIVEMENTS
15% increase in sales qualified lead generation
+21 NPS score improvement
Self-serve registration in 3-minutes
75% reduction in the number of clicks needed to create a fully connected QR code