B2B – JasonSageProduct

JASON SAGE

One of my recent projects involved a new AI-powered feature called “Intelligent Reminder” designed to help finance professionals stay on top of outstanding invoices. The product team was eager to see higher adoption rates, and they called on my expertise to uncover the reasons behind the lack user adoption.

My objective was clear: gather actionable data and insights – and fast. To achieve this, I launched a series of qualitative interviews with a focus on our target persona: finance professionals. I spoke with both users who had adopted the feature and those who hadn’t, aiming to understand their unique perspectives and pain points.

Through these interviews, a key insight emerged: users prioritized getting paid quickly above all else. This realization allowed us to refine our messaging and positioning to emphasize the feature’s ability to expedite payment collection. By focusing on the most critical user insight, we were able to drive adoption and demonstrate the true value of “Intelligent Reminder.”

During my time at Intuit QuickBooks, I led the launch of a new invoicing feature. Initially, adoption rates were below expectations, which prompted us to investigate the user journey. We discovered a disconnect between the feature’s name, “Accelerated Invoicing,” and its core functionality, which was batch invoicing. This confusion hindered user adoption.

To address this issue, I conducted thorough SEO research, which highlighted that “batch” was a highly relevant keyword for our target audience. This data-driven insight led to a successful rebranding effort, resulting in a significant 30% quarter-over-quarter increase in feature adoption.

This experience emphasized the importance of having robust processes in place. Consequently, I implemented a comprehensive Product Marketing Management (PMM) framework that incorporated data analysis, user research, and testing protocols at each stage of the product lifecycle. This approach ensured that future launches were strategically aligned with user needs and market trends.

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