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Other Writing Projects > Online Course

  • Project: An online course to help people make healthier choices around food through the method of Intuitive Eating.

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  • Scope: A member’s only website accessible via desktop and mobile with pre-recorded videos, worksheets, and a discussion group to teach participants about Intuitive Eating.

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  • Audience: Women ages 25-40 interested in wellness, mindfulness, and body acceptance.

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  • My Role: Project Creator & Lead (I hired an intern to assist with market research and promotion.)

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  • Goals:

    • Create an in-depth sign up page to address all potential customer questions and create interest.

    • Make the course 100% self-study and online to give more people access to this method at an efficient and affordable price.

    • Keep a steady flow of sign-ups and active users. (KPI was 10 sign-ups per 2 month period.)

Course Homepage, Module, & Email Example

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  •  Testing and research

    • Interviewed 40 women to learn about their challenges, desires and preferences in this type of course.

    • Created a free mini-course to drive interest and test the content

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  • Problems

    • Changed the course structure after round 1 based on user feedback 

      • Too much material, not enough time

      • Most participants preferred not to have a discussion group

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  • Solutions

    • Offered extended option and highlighted most important pieces to help with user time management

    • Removed the discussion group to make the course completely self-study

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  • Closing and learnings

    • 35 participants signed up within the 3 rounds the course was ran

    • Learned the ins and outs of researching, developing, marketing, and reiterating a product

Market Research Study Conclusions

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Solution for extended course option

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