Case Studies
A closer look at the work. The problems, the process, and the results.
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Kajabi's Biggest Launch: Pricing, Packaging, and 10 Features at Once
Kajabi hadn't increased prices since 2015, and the existing plans no longer reflected the way customers grew on the platform. We introduced new plans and pricing alongside 10 significant feature announcements. A clear value message, but also a lot of things to say at once.
Result: Churn below expected targets, zero misfires on customer comms, 9 of 10 features shipped to GA on launch day, and record virtual summit attendance.
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Launching New-to-World Tech at Amazon Halo
Movement Health used computer vision to assess flexibility, stability, and posture, but nobody knew what 'movement health' meant. Additionally, the feature required users to stand in front of their phone camera in minimal clothing and perform movements, then trust Amazon with the footage. Many people were understandably uncomfortable with that.
Result: 26% of members trialed the feature in 4 weeks (30% above target), 70MM+ impressions, and creative optimisation drove 80-134% CTR improvements.
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Driving Alexa Routines Adoption Through Holiday Lights
Alexa Routines required users to leave the voice interface and set things up in the Alexa app, a friction point that killed adoption for a feature that should have been effortless. Only power users were engaging with it.
Result: Holiday lights campaign contributed to 100% year-on-year growth in Routines adoption by meeting users in context, using trigger-based push notifications, proactive suggestions, and pre-built routine templates to collapse the setup friction.