$120M Research & Insights Engine
Synthesizing market, customer, and competitive data to inform the product roadmap
Chicago, IL | McGraw Hill Education | 2020-Present
Challenge
Lacked clear insight into instructor & student behavior
Gaps in the user experience and product teams’ ability to prioritize impactful features
Strategy
Enhance the user experience using customer interviews, behavioral data, and UX insights to directly inform product roadmap decisions
Synthesize and readout research data to sales, marketing, and product teams
Key Results
Completed 20+ UX, product, and market research studies across student and instructor segments with the help of a cross functional team of Sales, Marketing, Customer Success members
Led 2+ research activities per quarter using customer interviews, behavioral data, and UX insights to directly inform product roadmap decisions
Launched 20+ targeted recruitment email campaigns to increase participation and reach research quotas
Built 8+ survey result dashboards for product, marketing, sales teams, and leadership to make decisions with data
The Rollout
Mixed-Method Research: Designed surveys, moderated interviews, and performed affinity mapping for insights to improve flagship product, ALEKS
Organization: Planned research project timelines, milestones, and collaborators
Targeting: Analyzed email performance data to refine outreach targeting
Website Optimization: Created SEO-optimized microsites and landing pages for research participation
Cross-Functional Leadership: Co-led cross-functional collaboration with design, customer success, product, and marketing
“Team, I invited our product partners to join us tomorrow afternoon for the first half of our meeting. Matt will be walking us through the sales rep data collected at NSM via the Qualtrics survey. Go Matt!”
— Kristi, Director of Product Marketing at McGraw Hill