Problem:

It’s March 2020. US Sailing just launched a digital content streaming website in response to COVID restrictions changing the sailing community’s needs. 

• Programs need sailing-specific advice on how to operate next summer within CDC guidance. 
• Sailors stuck at home are bored. 
• Parents are desperate for entertainment. 
• Some of US Sailing’s revenue streams (in-person symposiums, courses, and races) are on indefinite hold. 
• Sponsorship fulfillment is no longer possible as prescribed. 

Are we sure the product meets those needs?

A quantatative usability study was conducted to validate the question above, maintain user engagement, and optimize content accordingly. 

Leveraging Quantitative Data for User Behavior Insights

Custom Automated Usage Data Report

YouTube doesn’t allow customizing data exports, especially to the level needed to isolate Starboard Portal content from views on all other US Sailing videos. 

So, I learned some basic coding skills to create a custom data analysis program that allowed me to assess KPIs and identify patterns in user behavior. Weekly updates took under 15 minutes, saving hours that it would have taken to isolate the data manually.

Web Traffic Analysis

I leveraged Google Analytics to monitor page views and time spent on the page to determine performance relative to other pages.

User Acquisition Channel Analysis

Google Tag Manager, Google Analytics, and Agorapulse were used to track all promotions uniquely and evaluate user acquisition channels (web, e-mail, social & search).

Impact 

MVP was designed, developed, and live in under two weeks, allowing US Sailing to give its community much-needed guidance, entertainment, and monetization opportunities.

During the product’s seven-month active lifetime, it delivered over 150 unique pieces of original content, including 110+ live streams.

Validating user preferences to offer strategic content digitally increased annual impressions of similar content by 350x. 

Reflecting on the Confidence Data Provides

Concrete, quantitative usage data through the product’s entire lifecycle made it undeniably clear when user engagement dwindled drastically as COVID restrictions were lifted. 

Admittedly, it wasn’t easy convincing leadership to sunset the product. They fell in love with the solution, not the problem. However, the data combined with a surge of back-logged demand for in-person courses made us confident when recommending that staff hours shift away from supporting the product to focus on executing in-person events again. 

View Live Product

‍

Team

Peter Glass, CMO

Jake Fish, E-mail & Web Communications

Josh Toso, Partnership Activation

Bryan Donovan, Web Development

Belle Strachan, User Acqisition Tracking & Graphics

Robin Dale, Social Promotions

Jon Graham, Graphic Designer