Self-Serve Onboarding Customization by JTBD at Heap
This artifact was produced when I first mapped the self-serve customer journey at Heap in 2021 and looked for messaging and enablement gaps, as well as opportunities for initial onboarding customization.
This can be a helpful exercise to help you and your team prioritize optimization efforts for a horizontal platform - where there are dozens of potential use cases, personas, and value props. It was originally presented as a deck.
This exercise informed customer-facing onboarding content creation across teams for the following two quarters. From nurture emails, and in-app guides, to webinars, weekly workshops, and more.
1. Our Main Self-Serve Implementation Types
In the future, when we open more capabilities in free trial, we can pursue optimization for the additional use case, personas, and motions (specified to the right).
Recommendation: Focus on one implementation type firstI recommend we start by focusing on where we can make the most impact and gain learnings in the short-term first and can add to it incrementally over time.