My client came to me a few months into COVID seeking some help with content strategy for converting her highly personal in-person workshops into scalable digital courses. But we decided it would be worthwhile to begin with a broader understanding of her customers’ needs and develop a more holistic strategy for taking her business digital.

The Approach

We conducted a questionnaire to get some understanding of the demographics of her audience, as well as the different types of needs that led them to her services and how frequently they engaged with her different types of services. We then conducted in-depth interviews with customers across a few key segments to understand more about their experience with the services. I also conducted some competitive/comparative research to understand other digital wellness offerings, both in her space and in others.

The Findings

We learned that people came to these services at different stages of a broader wellness journey, and at each stage they were looking for something unique. While my client initially thought she should be targeting people early in their wellness journey since that was the bulk of her client base, we found that her most dedicated customers were actually deep into their wellness journey. This meant that instead of focusing on more instructional content, she could focus where she really thrived - in building community.

The Outcome

My client ended up launching offerings that aligned to each part in the wellness journey - an on-demand platform of recorded content, high-engagement digital courses with online communities, and a (very carefully planned and executed) in-person retreat.

Activities: competitive/comparative research, questionnaire, in-depth interviews

Deliverables: strategy read-out, personas, journey map, opportunity areas