The Project
Poolhouse is a digital platform designed specifically for film professionals in mind. It serves as a dynamic hub where members can connect, collaborate, and cultivate their careers. Poolhouse's unique ecosystem supports exchanging in brainstorming, networking opportunities, and the sharing of resources, making it an indispensable tool for creatives looking to expand their professional network and enhance their industry presence.
My Role
As a freelance Product Strategist, I led Poolhouse's transformation as they focus on understanding user dissatisfaction with the platform in its current state. With a focus on tackling a high churn rate, my process involved a deep dive into user motivations and experiences. By aligning Poolhouse's vision with user needs, the rebranding effort aimed to position the platform as a thriving community hub, marking a strategic leap toward product success.
Project Goal
Understanding churn was pivotal for the success of this project as it served as the compass guiding Poolhouse's transformation. Churn lets us examine the number of users disengaging from the platform, and holds the key to unraveling pain points and unmet needs. By delving into the reasons behind user departures, we gained invaluable insights into the shortcomings of the existing system and identified areas for improvement.
Data Analytics
By pulling data from the platform's backend, I considered a broad range of factors when beginning my analysis. I had access to demographic information, which provided deeper insights into the lifestyles of the users Poolhouse aimed to serve. Additionally, I accessed engagement metrics, such as 'first seen' dates, 'lastseen' dates, and total web sessions on the platform. These metrics were instrumental in calculating the churn rate and gaining a clearer understanding of the factors influencing churn. With these data points in mind, I proceeded to create a data dashboard to obtain a comprehensive view of the contributing factors.
Data Dashboard
Churn Rate Over Time
This graph shows the number of users who become churned (Inactive for more than a 30 day period) over the span of this data set.
Geographical Distribution
The bar chart displays the top 10 countries by user count.
Demographic Breakdown
The pie chart shows the top 10 job functions among the users.
Calculating Churn Rate
What is Churn?
Think of 'churn' as users who have stopped using a service. Here, we're trying to figure out which users have stopped using Poolhouse.
How do we Define 'Stopped Using'
We say a user has stopped using Poolhouse if they haven't done anything on it for 30 days.
Latest Date in the Dataset
Every user in our data has a 'LastSeen' date – the last day they did something on Poolhouse.
Identifying Churned users
Each user's 'LastSeen' date was compared to the latest date in the dataset. If the 'LastSeen' date was more than 30 days before the latest date (Jan 10,2022) , the user was marked as churned.
Calculating User Engagement
Mean (Average) sessions
On average, users have about 49.6 sessions. However, this average might be influenced by outliers (users with a very high number of sessions).
Median Sessions
The median number of sessions is 1, suggesting that at least half of the users have only one session. This is a strong indicator of low engagement for a significant portion of the user base.
Standard Deviation
A high standard deviation (127.27) indicates a wide variation in the number of sessions among users.
Maximum Sessions
The maximum number of sessions for a user is 796, which suggests that some users are highly engaged.
What The Data Reveals
Churn Rate: 59.6%
High Churn Rate: Indicates that a significant portion of the user base has not been active in 30 days. This high churn rate is a critical concern, as it suggests that more than half of the users are disengaging.
Low Engagement Rate: 60.61%
Low Engagement: The percentage of users classified as having low engagement (defined as having 1 to 5 sessions) reflects over half of the users on the platform.
Unusually high churn rates over a 30 day period
There were several days where the churn rate reached 100%. This means that on these dates, all users who were lastseen were considered churned according to the 30-day inactivity criteria. These dates could indicate specific events or issues that led to a higher rate of user drop-off.
Overall engagement level
The engagement level for the platform appears to be low for a majority of users, as indicated by the high concentration of users with only one session. However, there is a small subset of users who are highly engaged.
Using The Data
Using the analysis of the provided data, I have gained valuable insights into user demographics and identified the significant level of churn affecting our user base. The data suggests that it's clear that a substantial portion of our users are not consistently engaged over time. My next objective is to directly engage with users to delve deeper into the factors influencing churn and engagement.
User Research
Why Are so many users churning?
Initially, I deployed a 10-question survey to filter for potential interview participants, however this survey also ended up gather preliminary user sentiments in the process. Building on this foundation, I conducted in-depth, one-on-one interviews with a diverse range of users. These 15 sessions, varying from 30 to 60 minutes, and offered us a comprehensive view of user interactions with Poolhouse.
Survey Results
The survey included questions gauging overall satisfaction with Poolhouse on a scale of 1-10, job functions, industry tools currently in use, and open-ended questions for detailed feedback. In addition to these results filtering for interview participants, they also provided a broader range of understand users frustrations with the platform as well as their desires for improvements to the platform.
Survey Question: On a scale of 1-10 rate your Poolhouse experience.
Users rated their experience with Poolhouse an average of 7.5, indicating a generally positive reception but also room for improvement.
Survey Question: How many years have you worked in the industry?
Based on these responses we also gained additional demographic information, learning that 75% of Poolhouse users have been in the industry for 13 years or more, letting me know that most users are well into their career.
Survey Question: What 3 features mean the most to you?
We also gained additional insight into what features users prioritize when using Poolhouse, seeing that networking and disussion is what most of our users are looking for.
Synthesizing Results
User Experience
A number of users have expressed that the flow of information on the platform feels slower than expected, impacting their overall experience.
Notifications
There is a clear desire for improved notification settings, allowing users more control to personalize what they receive.
Profile Features
Users are looking for ways to infuse more personality into their profiles to foster deeper connections with other community members.
Community Engagement
The community aspect of Poolhouse is highly valued, and users want features that enhance interaction and networking.
Forum Usability
Confusion and frustration with the forum indicate a need for a more intuitive design and better search capabilities.
Subscription Pricing
The majority of users are comfortable with the subscription pricing, suggesting acceptance of the platform's value proposition.
User Interviews
I split the users I wanted to speak to into three groups; cancelled users - users who were subscribed but cancelled. Subscribe, but inactive - users who are currently paying for a subscription but not active on the platform. Last, Super Users- users who are subscribed and use the platform frequently. I spoke to 15 users, 5 from each category, to get a comprehensive understanding on why users cancelled their membership, why users were not be using their membership, and why some users love their membership enough to log in and check Poolhouse frequently. My findings are as follows:
Slow Information Flow - Interviewees expressed a sense of reduced information flow on Poolhouse. They noticed a decrease in the frequency and variety of updates and content.
Notification Control- Many users expressed a desire for greater control over the notifications they receive. They are looking for a more personalized experience where they can select the types of notifications.
Profile Personality - Users indicated a desire for profiles that foster deeper connections. They want more options to express their personality and professional interests.
Community Value - The community aspect of Poolhouse was highly valued by users. They appreciate the platform's role in connecting like-minded professionals and facilitating networking.
Forum Frustration - Users reported confusion and frustration regarding the forum's usability. The feedback points to issues with navigation, content organization, or discussion thread management.
Subscription Pricing- The majority of users were comfortable with the subscription pricing, indicating a perceived value in the services provided by Poolhouse.
Each of these insights provides a valuable direction for potential improvements and enhancements to Poolhouse. By addressing these areas, we can significantly elevate the user experience and satisfaction, aligning the platform more closely with the needs and preferences of its user base.
Personas
Through rigorous research, we've uncovered distinct user personas encapsulating Poolhouse's diverse user base. This has offered crucial insights into the distinct needs, preferences, and behaviors of our primary user segments.
Recommendations
Problem #1: Users felt the information had slowed down.
Participants felt that in the early days, Poolhouse consistently had a lot of resources for producers and job opportunities, but recently have noticed a lack of activity on the forum. Some users mentioned that they would like to use Poolhouse as a resource on the go and while on set.
“I felt like the information flow onto the site- like the tap had been turned down from medium to drip.”
Opportunity Space #1:
Launch a Dynamic Highlight Feed: Introduce a real-time highlight feed on the Poolhouse homepage to showcase the latest resources, job opportunities, and active discussions, reinvigorating the platform's vibrancy and ensuring users have instant access to fresh content
Streamlined Access with an FAQ Section: Implement an easily navigable FAQ page, addressing common user inquiries and offering quick solutions, thus enhancing the efficiency of information retrieval on the platform.
Problem #2: Users want more control over notifications.
Users like the monthly digest, but some feel like the information is not applicable to them, so they tend to skim for information instead.Some users have not been receiving Poolhouse emails, likely due to how their emails filter spam.
“I don’t have the time to check the website all the time and there was no notification system, there was no easy way for me to be aware when people were talking about things I might want to listen to. Even on the email blasts… I would like a lot more options about the topics and types of things that get emailed to me.”
Opportunity Space #2:
Email Whitelisting Prompt: Implement a feature within the platform reminding users to mark Poolhouse emails as 'not spam', ensuring important updates reach their inbox.
Customizable Notification System: Develop a user-controlled notification system allowing members to select the types and topics of notifications they receive, aligning updates with individual preferences and needs.
Streamlined Weekly Digests: Design concise, easy-to-skim weekly digests that efficiently highlight key information, catering to users who prefer a quick overview of the most pertinent updates and discussions.
Problem #3: Users want to create more connection on the profiles.
Many users noted that they would like to be able to quickly see who is available for work from their profiles.Users would also like an indication about who is available for chats or mentorships.
“I want to know who people are aside from the last work they posted.”
Opportunity Space #3:
Integrated Availability and Mentorship Indicator:
Introduce a unified feature on user profiles with toggleable tags, such as 'Available for Work' and 'Open to Mentorship'.
Customizable Profile Prompts: Implement profile prompts that encourage users to share specific personal and professional information. This feature will allow users to express more about themselves beyond their latest work, fostering deeper connections and understanding among community members.
Problem #4: Users value the community aspect of Poolhouse.
Most users mentioned that the community is the most important part of Poolhouse for them.Some users mentioned noticing a lack of consistent community engagement as of late, and would like the community conversations to continue to thrive.
“I felt like the information flow onto the site- like the tap had been turned down from medium to drip.”
Opportunity Space #4:
Organize Community-Building Events: Host regular events such as meet-and-greets and seminars, fostering stronger bonds and active participation among Poolhouse community members.
Engagement Initiatives for New Users: Implement outreach strategies to encourage new members to participate in discussions, ensuring a welcoming and inclusive environment.
Community Engagement Lead: Assign a dedicated role to maintain active and engaging conversations, keeping the community vibrant and connected.
Problem #5: Users feel confused and frustrated by the forum.
Many users felt confused by the forum categories and which forums to participate in. They felt the UI contributed to this. Some users felt the forum was outdated, and as if their question had already been asked in the forum but they did not want to search for it. Some users defaulted to one on one chats, particularly when sharing private information like a reference. Some users felt frustrated by the forums lack of activity.
"I only did the 30 day trial because I found it kind of a ghost town.”
Opportunity Space #5:
Forum Administrator Role: Appoint a dedicated forum administrator to actively engage users, guide conversations to appropriate categories, and ensure a lively and organized forum environment.
Forum Recategorization and User Testing: Redesign the forum categories for clarity and intuitiveness, followed by user testing to validate the improvements. This step aims to alleviate confusion and enhance user navigation within the forum.
Integrated FAQ for the Forum: Implement a readily accessible FAQ section within the forum to help users quickly find answers to commonly asked questions, reducing redundancy and streamlining information discovery.
Problem #6: Most users did not mind the subscription pricing.
Many users mentioned being able to write the subscription price off on their taxes, which made it less of an expense.A few users who did mention the price was high, compared the subscription to Netflix and AppleTV.A majority of users did not mind the subscription price, as long as they were able to gain value from Poolhouse.
“I wouldn’t be wanting to pay more for a regular monthly service unless I was getting more, but let's say if there was a finders fee… Let's say there was a job a could attribute finding to Poolhouse, I would be willing to pay more for that”
Opportunity Space #6:
Introduction of Tiered Pricing System: Implement a tiered pricing model, beginning with an accessible entry-level option at $5.99 per month. This approach accommodates varying user budgets and needs, allowing for a broader range of users to access Poolhouse services.
Marketing Subscription as Tax Deductible: Clearly communicate and market the subscription cost as a tax-deductible expense, emphasizing the financial advantage for users.
Premium Job-Finding Service Subscription: Explore the possibility of a higher-priced subscription tier that includes specialized job-finding services, offering additional value for users seeking direct employment opportunities through Poolhouse.
And Here is Where My Journey Ends.
After a meeting with stakeholders to discuss these findings and delve into product recommendations, my duty to Poolhouse wrapped up from there. The stakeholders excitement to implement these changes and and to take this data into consideration was truly a joy to see, and while this is where my working relationship on this project ended, stakeholders and I kept in touch and they provided me all inclusive access to the new and improved Poolhouse platform. However, if I had additional time on this project, I would consider the following for the future of Poolhouse.
FUTURE CONSIDERATIONS
Predictive Model Integration - Introduce a model to predict future churn so can identify churn before it begins.
A/B Testing Profile Layouts - A/B test profiles to get user sentiment while designing new profile layouts.
Community Driven Development - Introduce a feature that allows users to submit and vote on new features or improvements, ensuring that development is aligned with user needs.
Reflections
Empathetic Product Vision Refinement:
I learned that I like to emphasize user discovery to understand and improve the customer journey.
I often utilized empathy to connect with user needs, leading to meaningful product enhancements.
Independent Project Management:
With this project I learned I was capable of solely orchestrating a comprehensive project overhaul, and I was able to showcase strong initiative and resourcefulness.
I was also able to demonstrate the ability to manage complex projects and deliver results without direct supervision.
Data-Driven Decision Making:
With this project I was able to develop proficiency in data analysis, using dashboards to track key metrics and user behavior.
I learned to leverage data to inform product decisions, ensuring they were based on actionable insights and user feedback.
Strategic Problem Solving:
I applied a methodical approach to problem-solving, aligning product features with user expectations and business objectives.
I learned that I can excelled in creating solutions that addressed user pain points, significantly enhancing user satisfaction.
