I led the repositioning of a music education platform. I ran teacher interviews, built personas, set the positioning and messaging direction, and briefed the team on copy and design. After launch, conversion to trials grew 47% in 6 months.

Interviewed teachers and built personas

Learned the words teachers use, and how much curriculum matters to them

Turned the research into positioning and a messaging direction

Briefed the team on copy and design

Launched and compared results before and after

+47% conversion to trials in 6 months