Over the last couple of weeks I have released several screencasts (on the PerfectLearn YouTube Channel) in which I attempt to explain how PerfectLearn works in conjunction with providing an overview of PerfectLearn’s benefits.
The feedback from numerous people that have watched the videos has been overwhelmingly positive. Not only have people expressed their interest in PerfectLearn but also, and perhaps more surprisingly, I have also received a lot of very useful insights at both a product level and at a market(ing) level.
With this blog article it is my intention to capture (in no particular order) for future reference what I consider to be the most important insights I have obtained from discussing PerfectLearn with several people after having published the screencasts on YouTube.
There is nothing more important than knowledge and specifically when talking about individuals, their personal (documented) knowledge is of inestimable value. Hence, for a user knowing that their investment in PerfectLearn is safe because if necessary they can get access to a full dump of their data/documented knowledge is an important consideration when evaluating an application like PerfectLearn. In that respect, it makes sense to offer several ways for a user to be able to export their data, including JSON and XML dumps, HTML, and perhaps even Markdown.
User Context and Touchpoints
Users will be accessing and using PerfectLearn in different locations, contexts, and on different devices. Obviously, one size doesn’t fit all. My thinking in that respect has been heavily influenced by the concepts of touchpoints and cross-channel blueprints (as outlined in the article Cross Channel Design With Alignment Diagrams). Specifically, I am leaning towards the following cross-channel blueprint:
In the above graph you will see how each touchpoint (that is, phone, tablet, and desktop computer) is different with respect to the main user intentions/interactions. That is, on a phone, knowledge acquisition is the most important user intent, on a tablet the intents are more equally divided between knowledge acquisition, knowledge surfacing, and knowledge organisation. And finally, on a desktop machine, the user is probably more focused on the actual organisation of knowledge. The actual touchpoint proportions are arguable but the principle of an application behaving differently depending on the user’s current touchpoint and context is valid.
With regards to marketing PerfectLearn and the accompanying communication of PerfectLearn’s benefits it makes sense to focus on specific user needs.
The plan is to first focus on knowledge (management) geeks and life-long learners. The next target group will be people who are researching/investigating one or more topics of interest (both professionally and non-professionally). Finally, the third target group will be both teachers and students. Obviously, these three groups are not mutually exclusive and it is more than likely that there is at least some overlap between them.
The important lesson to take away from this point is that you really do need to understand each group’s unique pain points and ensure that you effectively communicate how your product addresses those pain points.
Stay tuned for updates. Subscribe to the PerfectLearn newsletter.