Keepler Customer Experience Journey
Fractional Director of Community, April 2022 to April 2024
April 2022 - April 2024
Building the map before building the community.
OverviewBefore building anything, I mapped the full member experience from discovery through registration, onboarding, participation, and referral, so values and growth could support each other from the start.
Created personas around goals, emotional drivers, life stage, and barriers.
Turned the member experience into a roadmap for the product and communications.
Built the values, code of conduct, and measurement system before growth arrived.
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When I joined as fractional Director of Community, there wasn't a community yet. There was research, app designs, a waitlist, and a founder with a clear point of view. My job was to turn that into something a person could step into, and find the openings across acquisition, activation, onboarding, retention, and referral.
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Everything had to be built, so I started at the foundation.
Foundations: Personas covering goals, emotional drivers, life stage, and barriers. The 7 Ps, a framework from a community mentor: people, purpose, place, participation, policy, promotion, performance.
Values and code of conduct: Compassionate Connection, Courageous Growth, Safety in Non-Judgment, Level 3 Honesty, and Empowered Bravery.
The map: How someone discovers Keepler, registers, onboards, engages, and shares it, with goals, needs, and struggles at each stage.
The V1 member experience: Website, waitlist, branding, a founder video, App Store copy, in-app onboarding, engagement spaces, newsletter, guidelines, and emails.
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A launched app and a real community, turned from research and theory into a space with values people could point to, an onboarding sequence, and a measurement system behind it.
A mind map that became the roadmap, returned to at every decision about what to build next and updated as members told us what they needed.
Foundations set in the right order, so when growth arrived, from 100 to 2,200+, the community's practices were already rooted in its values.
Read the Keepler Community Case Study.
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Most companies are moving too fast to ask what they're building and why, and the cracks show when growth arrives. At Keepler I was part of the foundation rather than someone brought in later to fix it. The business, the app, and the community were built at the same time, so the community's practices were rooted in its values from the start instead of retrofitted by a team without the power to change much. Doing this in the right order is rare and I'm grateful I was able to.
You can explore the project map (and a lot of my thinking process) in the Miro board below.
