Modelo 2.0 Relaunch
2023-2024
Product Manager
Modelo is a 3D model viewing software that allows users to easily view their 3D models of any different formats online and share with other people without the need for bulky software like Revit.
Problem Space
Despite its 2014 launch, Modelo, a small product within our parent company Coohom, had received limited resources and development attention. However, upon my joining in 2013, the company decided to relaunch Modelo 2.0 in the US, and I was actively involved in this effort.
Objective
The Objective for this relaunch can be broken down into three parts:
Product Improvement
Improved User Interface and brand new features with an emphasis on collaboration features and AI
Understanding Market Fit
Analyzing the competitive landscape to identify gaps in the market and opportunities for differentiation
Go-to-Market Relaunch
Revamp of marketing and sales collateral, including website, social media, and sales decks
I was responsible for the relaunch strategy and market fit analysis for a product improvement initiative led by my manager. My primary focus was on re-engaging our previous user base of approximately 40,000 people by notifying them of our 2.0 upgrade and encouraging them to return.
Design Process
During my initial two months at Modelo, I dedicated significant effort to the go-to-market launch. My work primarily focused on marketing initiatives to ensure a successful product launch.
1
Market Fit Analysis
Analyzing the competitive landscape to identify gaps in the market and opportunities for differentiation
2
Competitive Market Landscape Research
Understanding the main competitors in the market currently, and what can be our edge that attracts users
3
Creation of Marketing Videos
Collaborated with designer to created marketing videos to convey the value propositions
4
Landing Page Development
This landing page would be the page that we would use to publicize the launch of Modelo 2.0 with all the previously aforementioned product value propositions. The three main value propositions were view, interact, and AI Conceptualization
5
Go-to-Market Launch Strategy
Targeted email and social media marketing was used to reach approximately 48,000 existing users. The marketing campaign was intended to announce new features and encourage old users to re-engage.
Results
Our in-depth knowledge of our target audience, their needs, and preferences, combined with a comprehensive understanding of the competitive landscape, allowed us to create impactful and persuasive marketing videos that effectively highlighted our unique value proposition and differentiated us from competitors.
We launched with three main value propositions:
Metrics
Takeaways
The relaunch was successful in terms of user satisfaction with the new features and overall revamp, and we effectively communicated the value propositions. However, we failed to identify and target the right users, resulting in low CTR and limited user growth post-launch (reaching only 400 users in a week). We assumed we could revitalize a portion of our 48,000 existing users, but this assumption proved incorrect.
Looking back, we should have investigated why users abandoned our product before the relaunch. Our attempts at this were unsuccessful, and we quickly realized our limitations in attracting users back after the launch, highlighting the importance of pre-launch research in this area.