Reader Tools
Academia.edu
How do you re-imagine the core value prop of a B2C subscription, without alienating existing customers?
MY Role
Research Lead
Design Lead
description
Launching brand new subscription products for Academia.edu.
Skills
A/B Testing
End-to-end Product Design
Evaluative Research
SQL & Python Analysis
context
At Academia.edu, our subscription revenue had historically come from our Author tools - ways for scholars to track the impact of their work. Our team was tasked with uncovering new lines of business, and we turned to the millions of users who weren't authors - Readers.
By running hundreds of experiments - often concurrently - our team was able to build two new products - Bulk Download and Paper Summaries - that we launched and iterated on (and a few we launched and scrapped).
By running hundreds of experiments - often concurrently - our team was able to build two new products - Bulk Download and Paper Summaries - that we launched and iterated on (and a few we launched and scrapped).
Timeline
Summer 2019 - Spring 2020
Outcome
Two products became top-five converting premium products within 90 days. Our suite nearly doubled existing subscription revenue at Academia.edu.
