Opportunity:

  • Business Opportunity: Approvals identified as crucial for enterprise customers based on competitive analysis and customer input.

  • Customer Problem: Approval flows ranked as the top CMS feature in the Prospect Idea Tracker (PIT), with users facing roadblocks and competitors offering approval features.

Hypothesis:

  • By implementing approval flows for our CMS enterprise tier we will offer features that are competitive to top software in the sector.

Solution:

Design and offer CMS enterprise customers approval flow features adhering to UX north stars:

  • Clarity in project management

  • Painless collaboration

  • Flexibility to fit their needs

Results:

    • No longer the top requested CMS feature in PIT.

    • Beta release achieved a CSAT of 70.

    • 66% of users activated, sent approval requests, accepted, and published content.

    • Retention:

      • 60.5% user retention after month 1.

      • 38.6% user retention after month 4.