How can we give learners something to be proud of?
B2C • SAAS • Edtech • Product design • Motion design • Copywriting
The challenge
The organic growth team at DataCamp were given the assignment to come up with an end-of-year campaign. The goal was to increase organic traffic of people landing on the portfolio pages of DataCamp learners, which we had previously optimised for converting prospects into portfolio owners and learners.
The outcome
We created a campaign called 'My year in data', which utilised our learner's data from the courses and certifications they had completed in the past year on DataCamp to create a compelling and personalised story of their achievements. Users were able to watch their stories in our product, save slides, and share it directly on LinkedIn.
One of the challenges we had to overcome is the wide spectrum of knowledge of the learners we have on DataCamp. To tackle this, we established business rules which were implemented in the code to make sure the story was just as valuable for beginners as it was for data professionals.
Full render used to brief the engineering team
From a user centric perspective, the campaign was really successful. Thousands of users shared posts about how proud they were about their learning in 2023, whilst also praising DataCamp.
From a business perspective, we were also very happy with the outcome. We reached 200k+ users who watched their Year in data, with ±10% learners sharing their accomplishments on LinkedIn.
The approach
We had a lot of dependicies across product teams and a tight (1 month) deadline, so we organised a framing workshop since we needed to make sure that we had support from senior management. I took the lead ing planning and facilitating the session that focussed on collecting requirements and mapping dependecies from different areas of the product.
Next, I developed a low-fidelity storyboard, which we iterated on with our engineering team to get to a feasible solution. Once a high-level solution was ageed upon (with management and engineering), I developed the branding for the campaign, final screens with copy and motion design. I packaged this with written specs for the engineers to start their implementation.
The team
Luigi D'Introno - Product manager
Mircea Zetea - Engineering manager
Iryna Shapovalova - Software engineer
Joachim Zeelmaekers - Software engineer
Louie Bell - Software engineer
Gary Alway - Software engineer