Empowering coaches to re-engage disengaged members.

The Challenge: Define and identify criteria for disengaged members and empower coaches to re-engage

Member disengagement was a long standing coach pain point and a complex problem that required a methodical approach. Preliminary research and feedback highlighted how coaches often felt frustrated and unsure of how to handle a disengaged member. As an organization we needed to develop a deeper understanding of why members disengage, create preventative measures and provide tools to enable coaches to take action to re-engage.

The Solution: Productizing visibility into member activity and enabling quick actions functionality

Coaches now have full transparency around when a member was last active in the BetterUp platform and are given some preliminary guidance through suggested contextual quick actions functionality. With this lightweight approach, we developed the first in-product feature as a building block for the foundation of coach member disengagement management. Future opportunities involve layering in data collection, to continue learning from our coaches about member engagement patterns as well as a focus on more preventative measures.

My Role: Senior Product Designer

This project was one of the first initiatives as the newly formed Coach Squad responsible for tackling coach facing product features. I led the UX/UI design and generative research effort as well as collaborated closely with product management in order to define the problem space and uncover potential opportunities for future feature releases.

Discovery Process

I led and conducted a generative research study in order to uncover opportunities for innovation and to get to the root of what causes member disengagement from a coach’s perspective.

Research Goals to Discover:

• How coaches define member engagement

• How coaches determine a member is disengaged

• What causes a member to disengage from a coach’s perspective

• How soon a coach can detect a disengaged member

• What strategies do coaches use in an attempt to re-engage a disengaged member

• What type of support do coaches want from BetterUp regarding disengaged members
  

Problem Definition + Project Scope

Working closely with product management and engineering to narrow down our scope we focused on how might we help coaches handle members who have already become disengaged and provide them with guidance and actionable next steps. We prioritized the following opportunities:

• Identify how to re-engage members

  • Coaches often feel frustrated and disappointed when they dedicate 15-30 unpaid minutes to send a message, find an activity to re-engage a member who does not re-engage
    

• Identify which members are disengaged

  • Coaches want to know how BetterUp classifies a member’s level of engagement

Visionary Concepts

I began the design process by focusing on divergent creative concepts in order to empower the team to embody a more visionary mindset. I leaned towards questioning how we could address the problem by providing coaches with data and transparency in order for them to feel more empowered with how to handle different member scenarios and ultimately keeping their member actively engaged.

Focus Groups

Overall coaches wanted access to insights that help them better serve their members and wanted information broken down at the cohort and member level so that it can be most actionable. They loved the concept of surfacing top topics and felt this type of information could be useful in keeping their members more engaged. The outcomes tab proved to be most confusing as the outcomes were not member specific but more so cohort specific. Some other notable feedback we received and honed in on as more approachable opportunities given our scope and engineering capacity at the time:

• Coaches wanted the ability to manage their members and take action from a single tab

• Coaches wanted to see member information at a glance instead of having to sift through the legacy multi-tab experience

Final Concept & Outcome

We needed to make changes fast and because of this high need, we collaboratively approached the problem as a first step to build confidence in the longer term vision. We tested a lean, incremental approach that was lower engineering effort with the potential to yield high impact value by facilitating a more efficient work flow, providing member activity transparency and actionable guidance they desired.

User Testing Validation Outcome

The concept was favorably received and coaches were excited at the prospect of having access to a more actionable member list view. The top insights gleaned:

1. Quick actions as a concept was intuitive and functioned as anticipated

2. Some coaches thought last active referred to the last time a member logged on to the BU platform

3. Some coaches stated they would not assign a resource from quick actions as they would like to connect with a member via message or review previously assigned resources first

The outcome of this feature launch was tied to the business objective of increasing the coach NPS metric. Not only did we see a quick increase in our scoring, we took a first step in giving coaches more control in how they manage their members and helped optimize their time by decreasing the administrative burden in non paid activities and management.

Final Feature Design