customers. But that meant we risked Smart Campaigns becoming a feature only a few customers ever looked at.
That’s why we set out to carefully and consciously onboard existing users to Smart Campaigns. Our approach was to make just enough information available at every turn, but also stay out of the way. Here’s a few ways we did that.
Onboard in context
It’s a common mistake for companies to launch features in products without any context. Your goal should never be “get it launched”. Your goal is “get it used”. That’s why the right time to promote an improvement is not only when someone is in your product, but when they’re in a position to use it. For Smart Campaigns, we announced the new feature to customers when they arrived in the messaging area of Intercom, via an in-app announcement. That message contained a video with a high-level overview of the feature and instructions to get started. Like all good onboarding messaging, it’s closely modeled on just-in-time information – teach in the moment when specific information is actually useful.
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