Onboarding project | MyCaptain

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Onboarding project | MyCaptain

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About the Product - MyCaptain Pro Courses

MyCaptain product is driven by 2 main outcomes. Both outcomes run hand in hand.

[Outcome 1] Financial Goal: Placement or building a source (Primary or Alternate) of income for themselves.

[Outcome 2] Personal Goal: Skilling is a Personal Outcome which Learner believes is needed to meet their primary outcome which is Placement or in other words Financial Goal).

Key Elements of the Product Onboarding Journey

WebApp: Main Goal of the WebApp is to deliver course content, and to track learner progress.
Slack Community: This is a 3rd party solution used to engage learners on 1 to many and 1 to 1 communication. Used for reminders, & sharing additional resources for learner's upskilling.

Ideal Customer Persona

Items	ICP 1	ICP 2	ICP 3
Profile name	Rajeshwari (Freelancer Banungi)	Charlie (First Job Seeker)	Garima (Switcher)
Age	23 - 28 Years Old	20 to 26 Years Old	23 to 28 Years Old
Goals	Build alternate source of Income! Build skills which can be used to build an alternate source of income.	Bhagwan job Dilwa Do! Digital Marketing Seems like a great market with a lot of Jobs! Let me try and get a job in this market!	I hate Audit! Marketing might be great for me! But how do I start? Will my career switch actually get me opportunities? How to do it?
Income levels	INR 0 to 30000/ month	INR 0 to 50000/ month	INR 15000 to 80,000 / month
Gender	Equal Contri (50:50 M:F)	Male Dominated. (60:40 M:F)	Male Dominated. (60:40 M:F)
Location	Tier 1 & Tier 2 Cities	Tier 1 & Tier 2 Cities	Tier 1 Cities
Companies	SMEs & MSME employees Home makers Working in Digital Marketing Early Stage roles Graphic Designers	Undergrad Final Year Students Bootstrapped Startups Tier 2 Centred SMEs & MSMEs Call Centre Employees Sales Professionals (B2C) Zomato/Swiggy Riders	KPMG/GT Auditors Sales Professionals in Inside Sales Roles Graphic Designers at SMEs & MSMEs CA/UPSC Aspirants
Marital Status	Single/Married	Single/Married	Single/Married
Where do they spend time?	Instagram/ Youtube Facebook Google Mom Support Groups (Eg: Gurgaon Moms)	Instagram/ Youtube Facebook Google IT Parks/ BPO Centres	IT Parks/ Dense Commercial Zones (eg. HSR) Instagram/ Youtube Google
Pain points	Low income high expenses Wanting to transition to new career options Use of 2 to 4 hours of free tie every day to make some money	Lack of Employable skills. Desperate for high growth and high paying jobs. Unaware of opportunities.	Unhappy with their current job/ work. Might have interests but highly unaware of how to build a career in interested areas.
Current solution	Edu-tech like: Airblack, GrowthSchool, SimpliLearn, etc. Multi-level marketing schemes (Bad Option)	Edu-tech companies like Growth School, Upgrad, SimpliLearn Local Offline Academies, etc. Programs like MBA, & PGDM.	Edu-tech companies like Growth School, Upgrad, SimpliLearn, etc. Programs like MBA, & PGDM

ICP's wants, & needs

Our learner pays for a very specific intent and the onboarding journey has a lot of expectations.

More over, the onboarding is a critical point in the journey and defines how motivated the learners will be to really engage with the course content over the duration of the program.

The learner is looking for part time commitment to up-skill and secure their desired outcome.

User Goals

ICP	Financial Goal	Personal Goal
Priority >>>	First	Secondary
Rajeshwari (Freelancer Banungi)	I want to learn how to create alternate source of income for myself.	In order to do achieve my financial goal, I have to up-skill.
Charlie (First Job Seeker)	As I enter the world of employment I am looking for a step by step guidance on securing my first job!	In order to secure my first job, I need to up-skill in high demand skills.
Garima (Switcher)	I am unhappy with my current choice of career, and am looking to switch to Digital Marketing roles which has better growth opportunities.	In order to achieve my Financial Goal, I need to up-skill and get career guidance on switching.

Validation of User Goals

From User Interviews.

Goal Priority	Goal Type	JTBD	Validation approach	Validation
Primary	Financial	Creating a Platform where Learners can find their desired Placement opportunities.	User interviews	"I am looking for a Job in Digital Marketing which pays me more than INR 5 LPA"
		Creating a Platform where Learners can find their desired Freelance opportunities.	User interviews	"I am looking at building some alternate source of income through freelance Performance Marketing"
Secondary	Personal	I am looking to up-skill and transition to a career which I find more interesting than my current career.	User interviews	"I am looking to switch from Auditing Role to Marketing Role in Social Media"

Let's quickly look at ICP's journey

The user journey is a result of user interviews & product metrics that we have observed by matching different campaigns to ICPs.

Acquisition Journey

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Key Goals during Onboarding of a Learner

(Irrespective of the first of recurring)

Onboarding: "Welcome to the MyCaptain Family"

1. Goal 1: Log In on WebApp
2. Goal 2: Join Slack Community
3. Goal 3: Start 1st Lesson - Attend (or watch recording of) Networking & Slack Training Lecture

Time Taken by a Learner to Complete Onboarding Journey: ~ 12 minutes.

Learner Onboarding Journey

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Welcome Email & WhatsApp Message

Objective: To share log in credentials, link, and instructions for log in.

Event Time: Right after a successful Payment Confirmation Update is sent to the Learner.

Key Attributes:

Tone of the message is "excitement", "empathy", and, "guiding".
Covers 4 points of information:
1. About MyCaptain.
2. About the Program the learner has subscribed.
3. About the KYS Test and why to take KYS test.
4. Attach Cover Image for learner to upload on their LinkedIn Profile.
5. Sharing registered Mobile Number and other details of the learner with quick instructions on how to log in.
A CTA with "Take the KYS Test Now!" text, linked to the WebApp link.
A Social Cue to Enforce immediate action: "50 Learners from your batch have already taken the KYS Test.", &, "Start with KYS Test and understand what roles will be great for you?".

Onboarding Success Event 1: Logging in on WebApp and take the KYS Test.

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Objective: Get the Learner to Log in on their WebApp and take the KYS Test!

Event Time: This event is a long cycle event and is a very important event for onboarding. This test takes 120 minutes or 2 hours.

Key Attributes:

The time from log in page to KYS test page is about 30 sec to 60 sec depending on OTP receiving time delay.
The KYS Instructions are great for testing environment, however there are some developments which are needed:
1. The outcome of KYS test needs to be the major focus.
2. Some sample screenshots should be included from the test to give an over view.
3. A social cue is important to be included. We need add messages like "20 people are taking the test right now! Get started with your test now!"
4. Progress Tracker is not showing KYS as a part of the learner's progress. It should reflect the same here since the time commitment is long and

Aha Moment

KYS Test Result which shows the Learner their Personality Match for the best potential career choices in Digital Marketing!

More feedback on what are their strong skills such as Critical Information Processing, Analytical Mindset, etc.

Onboarding Success Event 2: Join Slack Community

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Objective: Join Slack Community

Event Time: Within 5 days from receiving Welcome Communication over email or whatsapp.

Key Attributes:

Primary focus on the Banner placed on Ongoing Course Home Page.
Simple funnel with clear instructions.
Problems to correct:
1. Funnel works well to take us to Slack Sign Up Page.
2. The Return Journey to WebApp to complete Onboarding Success Event 3 is not a complete loop.
3. Introduce an automated welcome message on Slack to trigger actions using slack workflows.
4. Event calendar should have Join Slack as an event with a deadline.
5. Social Cues to create FOMO by showing "XYZ has joined the Slack Community, have you?" type of triggers.

Aha Moment

KYS Test Result which shows the Learner their Personality Match for the best potential career choices in Digital Marketing!

More feedback on what are their strong skills such as Critical Information Processing, Analytical Mindset, etc.

Onboarding Success Event 3: Start 1st Lesson on Networking and Slack Training

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Objective: Attend (or watch recording of) Onboarding Lecture on Networking and Slack Training.

Event Time: Within 8 Days of receiving Welcome Communication over email or whatsapp.

Key Attributes:

Funnel should ideally start from Slack Workflows based Action Trigger for Learners to start their first lecture.
User Insight: Slack is confusing for first time users (majority of learners). Use this insight to trigger "Start Learning", "Attend Slack Training Lecture", "Meet your fellow Batchmates" types of notifications sent via WhatsApp, Emails & Slack DMs.

Aha Moment

The First Lecture!

The first lecture is a grand event including fun stories, & activities generating an Average NPS of 80+ over last 5 batches.

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Logging in on WebApp & taking the KYS within 3 days

Starts from Opening Welcome Communication

Open Welcome Email or WhatsApp Message --> Click on "Log in" CTA --> User Mobile No. to Login with OTP --> Land on KYS Test Page --> Read the KYS Text Instructions --> Click on Start KYS Test --> Take the Test

Important Metrics

Open Rate for Welcome Email: Emails have seen an open rate of 25% probably due to our ICP's communication behaviour to be dominant on WhatsApp.
1. A deep dive into measuring this for different ICPs, we see that majority of Email Traction is being driven by Garima's (Switcher) profile.
CTR on Email Communication: This metric helps us track the effectiveness of the messaging on the email.
WhatsApp Message Delivery Rate: This is an important metric to identify how many contact numbers of our learners are on WhatsApp or have shared their WhatsApp contact. This is important as further into their learning journey a lot of reminder and followup communications for lectures, assignments and other elements of the program.
CTR on Welcome WhatsApp Message: This metric helps us track the effectiveness of the messaging on the WhatsApp.
Load Time of Log In Page: To ensure that the time from Click to Entering Mobile number is as low as possible.
Avg. Session Duration on Log In Page: This is to keep the OTP delay in check.
Time Spent on KYS Test Instruction Page
D+3 KYS Test Completion Rate: This is a cohort metric. The goal is to measure how many learners out of the cohort are completing the KYS test with in 3 days from Onboarding Communication.

Joining Slack within 5 days

After Logging in

Land on Home Page --> Click on Your Ongoing Course --> Land on Particular Course Home Page --> Click on Join Slack Button on the Join Slack Community Banner (top of the Page) --> Pop Up Opens with Sign Up Instruction for Slack --> Click on Join Slack CTA --> Redirects to Slack Sign In Page --> Create Account with Email ID registered on MyCaptain --> Navigate Slack Community --> Go Back to WebApp

Important Metrics

CTR on "Join Slack" CTA: Helps understand if the positioning of the CTA is right or not.
CTR on Slack DM to Go back to WebApp for First Lesson.
Customer Tickets Raised for Slack Log In issues: This helps keep issues with slack sign up into check since most learners are new to Slack.
D+5 Percentage of Cohort who have joined Slack Community.

Starting First Lesson within 8 days

After Coming back to WebApp from Slack

Visit Course Home Page --> Click on View Details CTA where the "Start Here" guide is pointing --> Land on Course Event & Progress Tracker Page --> Start Attending/watching "Networking & Slack Training Lecture"

Important Metrics

Average Session Duration: Measuring the average session duration of each log in on WebApp.
Attendance Rate of First Lecture on "Networking and Slack Training".
Watch Time of First Lecture
Progress Tracking of Program Elements wrt time.
1. Completion Rate: Element wise Completion Rate
2. Completion Time: Time taken to complete each element.
D+8 Percentage of Cohort who have Attended/Watched first lecture on "Networking and Slack Training".