Tech Fleet Newsletter Project
Creating a more effective newsletter that showcases Tech Fleet’s full range of content and resources
Client
Tech Fleet
Scope
Newsletter Process Optimization
Tools
Figma/FigJam, Google Suite
Role
UX Researcher
Project Overview
The primary goal of this project was to establish a sustainable and efficient process for creating the Tech Fleet newsletter. Our team was tasked with mapping out the entire operational workflow, from the very first steps on the back end to the final publication. We began with the understanding that the project's scope was to create a standard newsletter that would provide value to all of Tech Fleet's audiences.
Problem Prompt
The central problem was the lack of a sustainable and efficient process for producing the Tech Fleet newsletter. Some of the challenges was time-consuming, manual process, which relied on only one person to select topics and assemble content. Without a formal system to collect feedback, it was difficult to align on a clear content strategy. Additionally, using paywalled platforms like Medium for content reduced reading engagement, highlighting a critical need to re-evaluate the entire workflow.
Our Process & Methodology
We kicked off the project with a clear strategy. Before diving into the research, our team decided to adopt an agile UX process. This approach allowed us to work in focused sprints, providing weekly deliverables that ensured we were consistently moving the project forward.
Sprinting Together
Tech Fleet's team process
Working collaboratively with User Researchers and Product Managers, we defined a Minimum Marketable Product (MMP)—the core set of features and functionalities that would provide immediate value. We aligned this directly with Tech Fleet's business goals, using key performance indicators (KPIs) to measure success and ensure that our work would directly solve the problem and have a clear, measurable impact.
Measuring Success and Defining Scope
Research | User Personas
To understand our audience and ensure the newsletter would be valuable to all its readers, we collaborated with Tech Fleet's board of directors to create six distinct user personas. These personas represent the various types of individuals who engage with the organization. Understanding their unique goals and needs was crucial to informing our content strategy.
The six personas we identified were:
Potential Member: An individual interested in joining Tech Fleet.
Current Member: An active participant in the community.
Board Member: A member of Tech Fleet's leadership.
Community Contributor: A person who contributes to Tech Fleet's projects.
Funder: An individual or organization that financially supports Tech Fleet.
Beyond-the-Community Contributor: A person who supports the mission but is not an active member.
Competitive Analysis
To understand the newsletter's unique opportunity, we first identified Tech Fleet’s direct and indirect competitors. We analyzed their product structures and content strategies to find gaps in the market. Our research revealed that many competitors lacked a personal touch and didn't provide a clear, engaging look into their communities. We concluded that the Tech Fleet newsletter could stand out by sharing behind-the-scenes looks at real project work, featuring diverse voices from the community, and using reader feedback to continuously evolve its format.
Direct and Indirect Competitors
Competitive Analysis
Feature Analysis
Mailing Audit & Findings
We conducted a comprehensive audit of Tech Fleet's existing mailing and platform metrics to understand user engagement. Our analysis focused on key performance indicators across Tech Fleet's website and third-party platforms to assess customer experience and content interaction.
The findings we discovered:
Website & SEO: SEO search clicks averaged 60%, while monthly website engagement was consistent at 800 views
Content Engagement: The Medium blog saw over 100 readers per month, while the mailing list had an average open rate of 50% year-to-date
Growth & Conversion: Tech Fleet saw strong growth with approximately 80 new Discord users and 100 new newsletter sign-ups each month. Applications remained steady, averaging 100 per month, with around four classes offered during the same period
Metrics Chart
Next Steps & Recommendations
Based on our initial research, the next phase of the project will focus on validating our findings and moving toward a solution.
Conduct user interviews with individuals who match our personas to gather qualitative insights.
Complete a user journey map to visualize the user’s experience and identify new opportunities.
Create user stories to prioritize user needs and guide the next phase of development.
Develop a content style guide to ensure the newsletter’s branding and tone are consistent.
Learning Outcomes
Throughout my time as a UX Researcher apprentice on the Tech Fleet Newsletter project, I gained several key insights that will inform my future work. This project was a valuable lesson in cross-functional collaboration, as working closely with fellow researchers and the Tech Fleet board members helped us validate crucial insights. Most importantly implementing an Agile process was a refreshing experience; it not only helped us structure our research to fully understand the problem but also sustained a dynamic and open communication within the team.
Thank you for reading!