Zellar is a subscription service making going green simple, actionable and affordable for businesses of all sizes.
Zellar wanted to increase subscriptions; so I helped evolve the Product strategy prototyping and testing functionality with SME's and reducing the perceived time to value for it services.
I presented insights and the value propositions I had derived from user research. This focussed the feature backlog on time to value and tailoring the experience to different customer types.
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The Zellar platform offers carbon calculation, benchmarking, behavioural recommendations, volunteering, green technology transitions, and carbon offsetting, but suffered from low engagement and retention rates. I established feedback loops with customer to develop change strategies.
Interviews and surveys were synthesised to revealed some insights that I translated into features based on needs.
Personalised experience - relevant for me
Product features and recommended actions were not applicable to some users, ie. asking about building emissions in shared space, which made the platform feel irrelevant.
A journey that delivers value quickly
Users want to feel like they are on a productive journey from day one. Zellars' existing product felt too much like work with little reward.
Guidance - show me what I can do
Research uncovered most users wanted help them create a plan to become more sustainable.
