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Product strategy EdTech Analysis-led

Product strategy backed by data

Product team missing targets, with no data behind the strategy. Ran a series of analyses that completely pivoted the company's monetisation approach.

350M

users on the platform

1

new monetisation strategy

Pivoted

product direction based on findings

The client

A prominent online learning platform serving over 350 million users across 35 countries. The platform connects students with tutors and peers for collaborative learning across many subjects.

The problem

The product strategy was not backed by relevant data analysis. The team was already struggling to reach its main targets when I joined. The aim was to explore the user journey, identify patterns, and build a new product strategy supported by data, with which the client could reach their targets.

Architecture

flowchart TD R["Retention analysis
(early-stage user journey,
trial vs AHA-moment)"] --> P G["Regularity analysis
(new main KPI:
DAU/WAU/MAU regulars)"] --> P U["User personas analysis
(segmentation,
buyer personas)"] --> S["Targeted survey
on identified segments"] S --> P P["Findings
presented to C-level"] --> W["Workshops
with stakeholders"] W --> ST["New product
+ monetisation strategy"] style R fill:#f0e8db,stroke:#1a1a2e style G fill:#f0e8db,stroke:#1a1a2e style U fill:#f0e8db,stroke:#1a1a2e style S fill:#b6e0c2,stroke:#1a1a2e style P fill:#d8c8ed,stroke:#1a1a2e style W fill:#f4c8a8,stroke:#1a1a2e style ST fill:#7551c3,stroke:#1a1a2e,color:#fff

What I did

  • 01.Retention analysis: confirmed that the trial period was not aligning with the AHA moment for the product, causing low retention vs industry standards.
  • 02.Regularity analysis: defined a new main KPI (daily / weekly / monthly regular users) and identified common usage patterns.
  • 03.User persona analysis: customer segmentation and buyer personas to serve as the basis for the new product strategy.
  • 04.Designed and ran a targeted survey on identified personas, providing important insights on product usage.
  • 05.Presented findings to C-level; participated in workshops with main stakeholders to define the new strategy.

InteractiveMove the parameters

The personas behind the strategy pivot

Sample users
← less regularmore regular →

    Result

    The findings completely pivoted the company's product strategy. They introduced a new monetisation and trial strategy, which delivered:

    0%

    increase in conversion rates

    0%

    decrease in churn

    0%

    improvement in unit economics metrics

    Tools used

    SQL Python Amplitude Survey tooling Looker
    "Bernadett significantly enhanced the data squad's efficiency and brought a strong execution-driven mindset. Her expertise and proactive approach were instrumental in developing a strategic and operational data layer for business. She successfully built end-to-end data driven solutions that enabled executives and managers to make informed daily decisions."

    Marcin Langowski

    Senior VP of Product

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