Unwrapped: 12-Day Feature Series
Designed and led a 12-day product education series across email, push, and in-app that drove 26% average open rates and a 19% increase in usage of key features during the campaign period.
The Context
We had shipped several product updates over the previous months: new features, improvements, and changes across the platform. Each one had its own announcement at the time, but there hadn’t been a moment to step back and show users everything now available to them and how to actually use it. The holiday period was the right window to do that. A 12-day series gave each feature the attention it deserved, tied to real use cases.
What I Did
I led a 12-day product education series that broke down key features and updates into focused, digestible pieces.
Rather than publishing daily and overwhelming users, I built a content calendar that spaced each release intentionally, giving users time to absorb and engage before the next one arrived. Each feature was routed to the channel that suited it best: updates that needed more explanation went out as emails with visuals and explainer videos, while simpler highlights were delivered as push notifications or in-app messages. Every piece of communication was designed to reach users in the format most likely to drive understanding and action.
The series covered the full product surface, from core transactional features to newer additions, and was structured so each one built on the last, creating a sense of progression and momentum throughout the window.
The Results
Average open rate across the series
Increase in key feature usage
Users responded positively through replies and in-app interactions, indicating improved product awareness and confidence in using features they hadn’t previously explored.
