Product
Program for Beta Platform
Role
UX Researcher
Timeline
August 2020
(14 Months)
September 2021
Toolkit
Recruitment:
Management:
Analytics:
Problem Statements
How might we... design an effective private Beta Program to:
1
Achieve desirable Beta metrics that ensure a successful Public Launch
2
Recruit a qualified, diverse set of beta participants (BIPOC)
3
Validate P0 features, identify new P0 features, & fix critical P0 bugs
4
Identify natural user behaviors, needs, & motivations
5
Seed high-quality content into our platform before Public Launch
Key Performance Indicators
Comparing the following metrics in Beta versus 6 months post-Public Launch:
1
# Unique Users:
Total # of unique users
2
% MAU (monthly active users):
Total # unique users / # monthly active users
# Monthly Active Users: Total # of unique users who post, comment, update their profile, follow 3 topics, or read 3+ experiences in the last 30 days
3
% CAR (Contributor Activation Rate):
Total # of new users in the last 30 days / total # of new users who post or comment within 7 days of signup
4
30-Day User Retention Rate:
Total # of unique users visiting our site on a specific day / # of those unique users visiting our site again within 30 days
Target Audience & Goals
People living with Lupus, seeking to learn and/or suggest practical solutions for how to live a better life with their condition. Specifically:
BIPOC with Lupus (Black, Indigenous, & People of Color)
Women with Lupus between 25 to 45 years old living in the USA
Current Lupus Facebook group members (used to sharing online)
Business Context
Syndio Health is a pre-seed startup focused on providing an online community for chronically ill people with opportunities for peer-to-peer patient education and clinical trial recruitment.
After a first failed go-to-market attempt, Syndio Health underwent a product pivot. We developed completely new software from scratch while revamping our brand look and feel. To guide our product development, we needed to test our concepts with real users to validate our ideas and direction. We decided a Private Beta program was the way to achieve this prior to a Public Launch.
Outcomes
Prepared product and community for public release, establishing solid member base and engagement, live content to seed our platform, and insights for key product changes needed pre and post launch.
Beta (Pre-Launch):
504
unique beta users
78%
monthly active users
(389 monthly active users)
58%
contributor activation rate
(292 active contributors)
25%
30-day retention rate
(120 users)
6 Months Post-Launch:
50k
unique users
12%
monthly active users
(6k monthly active users)
3.6%
contributor activation rate
(1,810 activated contributors)
15%
30-day retention rate
(7,480 users)
In the end, we underestimated a large drop in activation, engagement, and retention metrics in Public launch given the highly personalized nature of our private Beta program.
Team
Diana (me)
UX Researcher, UX/UI Designer
John
Co-Founder, Front-End Dev, Project Manager
Lauren
Community Manager
Vivek
Co-Founder, Full-Stack Dev
Rob
CEO, Co-Founder, Product Manager