Rebuilding Product Trust After a Failing Launch

30/05/2025

Industry: EdTech
Context:
The product launched prematurely under stakeholder pressure. UX was undercooked, value was unclear, and early adopters churned fast. Morale in the product and marketing teams was low.

Problem:
The team had data, but no insight. They knew people were leaving but didn't understand why. There was tension between speed and strategy, and leadership feared further delay.

My Role:
Strategic Brand Consultant called in to stabilize and clarify.

What I Did:

  • Conducted a friction mapping sprint with actual users and team members

  • Identified 3 critical value delivery gaps and reframed the positioning to focus on emotional value instead of feature count

  • Recrafted core messaging and helped re-sequence the onboarding journey

  • Built a campaign playbook for the re-launch, including micro-storytelling strategies for regaining trust

Team Involved:
Head of Growth, UX Researcher, Retention Analyst, Design Lead

Results:

  • 46% increase in trial-to-paid conversion

  • 2nd launch received 34% more positive sentiment via NPS

  • Reinstated internal confidence, creating a stronger marketing–product feedback loop

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