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Personalized Engagement System

Why?

User Problem

After building a matching platform that started seeing traction among users, we realized please liked and shortlisted profiles suggested by Belong’s search algorithm, though the processing funnel ratios were abysmal. Hardly any candidates were interviewed. We started digging around why this was happening and after doing some user research we realized the recruiters (our primary users) didn’t have enough time to call or mail these candidates. They just somehow magically wanted candidates who would be willing to come for interviews. Our users also told us, they prefer using mass mailers to reach out to 1000s of candidates and are able to interview like 1-2% of them. We realized these abysmal funnel ratios & lack of efficiency is a challenging problem to solve.

Business Objective

Before I joined the product team, this process was done manually by a content team and the cost, time implications and customer satisfactions implications were hurting the business. Some of the metrics that we tracked were as below (can't reveal actual numbers, so I will be using variables to give a before & after picture):

  • Email delivery SLA - A Hours

  • Cost per email - $B per email

  • Capacity per day - P emails per day

My Role

My role in this was:

1. Own end to end product lifecycle from defining user problems, coming up with roadmap and prioritization, running design & engineering sprints, creating launch plans, etc.

2. Figure out the right tech solutions to be used - when & where to use rule engines, data science, QC systems, human checks, mail delivery mechanism, data sanitization & standardization, etc.

3. Hire and create a content team to help create engaging content

4. Research, measure & analyze feedback and data to feedback into the product roadmap and improve every sprint

5. Work & liaise with engineers, data scientist, analyst, operations team and content team

6. Create a business case to generate product stickiness, increase NPS, reduce cost, scale the system and reduce delivery SLAs

Solutioning Process

We used the below process to define to arrive at the product we should be building. User research, competitive understanding, feedback, constant iteration, etc played a very important role in defining and building the right product.

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Product

We used the below process to define to arrive at the product we should be building. User research, competitive understanding, feedback, constant iteration, etc played a very important role in defining and building the right product.

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Metrics & Impact

We were able to go beyond the target metrics. Some of them are shown below in indexed form:​

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