0-to-1 Customer Education

When new users arrived at Muck Rack, there was no structured path for learning the platform. Product knowledge was fragmented across help articles, CS conversations, and institutional memory. Customers who wanted to go deeper had nowhere to go, and those who struggled quietly churned without ever reaching the value the product was capable of delivering.

Meanwhile, Support and CS teams were absorbing a steady stream of repeatable questions that, with the right resources, didn't need to be asked at all.

The opportunity was clear: build a system that reduced learning friction, helped users reach value faster, and gave customers a way to grow their product fluency in a way they preferred best.

Before building anything, I ran a comprehensive needs analysis, cross-referencing product usage data, support ticket patterns, and direct input from customers and internal teams. This surfaced not just what users didn't know, but where in the journey that knowledge gap was costing them most.

From those findings, I designed a learning system that integrated directly into the customer journey, not bolted on as an afterthought, but threaded through onboarding calls, email touchpoints, in-app performance support, and a self-serve Academy.

The curriculum was divided by role and customer segment (SMB, Mid-Market, Enterprise) to reflect the reality that a solo PR professional and an agency team lead have meaningfully different learning needs. The LMS (Skilljar) was selected, configured, and integrated with existing customer systems to connect course completion data to product engagement metrics, making the business case for education visible and measurable.

Program Foundation
Customer education strategy and roadmap. Learning objectives mapped to product workflows. Instructional design standards and documentation.

Core Learning Experience
Essentials Curriculum — a multi-course, self-paced onboarding path with video tutorials, guided walkthroughs, and embedded assessments. LMS configuration and learning path architecture.

Ecosystem Integration
Embedded learning across onboarding touchpoints — email sequences, onboarding calls, in-product resources. Segmented experiences for SMB, Mid-Market, and Enterprise users. Alignment with CS and Customer Marketing workflows.

Expansion Strategy
Early exploration of a cross-channel education system: in-app guidance, resource hubs, community integration, and federated search across learning surfaces.