Geoterra Case Study
Overview
NPD or New Product Development is Minerva Analytic’s process for taking identified markets with user interest and rapidly testing potential content ideas for a daily newsletter. This happens in three chapters: social media acquisition testing (CAC), retention email newsletter sends, then continued sends along with website creation. Geoterra is our brand for testing in the Geography market space in Q2 2022.
Timeline
CAC: One week
Retention: 9 days
Website creation: 2-3 weeks
Total process: potentially a quarter per product however, not all pass each stage and multiple are tested simultaneously.
Teammates
Creative team: design & content, product management, engineering, analytics
Tools
Figma, Slack, Confluence, Jira, Visual Studios Code: HTML/CSS, Javascript
Ideation
Market research and group brainstorming mark the starting line for a new product’s developmental phase. Here we narrow down what ideas will be tested for acquisition and retention. The final ideas will all be under the same brand identity.
State/City slogans are one that I suggested and moved on to the next phase.
Brand Identity
Inspired by the trending use of beige, I established a neutral palette with contrasting muted tones for flexibility in UI development in later testing. This is the extent of the brand guide at the CAC phase given the use. I consider this a starting note and where this can grow as necessary.
CAC Testing
These ads ran on Facebook and Instagram for a week’s time with links to subscribe to the newsletter. When you pay for ads, you are paying for attention. Once you have someone’s attention, you can do a lot of things, including asking questions. We want to ask the question “Would you use this hypothetical product?”. And thankfully, Geoterra crossed that threshold.
In receiving content for the social media posts, I test my new brand guide against functional requirements. Choosing striking images that can be cut out like puzzle pieces brings curiosity and attention to the odd subjects and shapes.
Retention Testing
Taking the top-performing CAC topics, actual newsletters are developed and sent to users daily. In monitoring the results of this 9-day test, we can determine more about our users from several markets and our ROI as a company in as little as a month’s time.
This is an example of the final email template sent out for testing.