Role
Product Owner
Timeline
Jan 2015 - May 2018
Key Skills
Project Overview
Led the employee-learning B2B2C segment for Open English, a language learning SaaS platform, growing annual revenue to $3M+ through tailored enterprise solutions. The platform combined on-demand lessons with scheduled live classes taught by native speakers, creating an engaging hybrid learning experience.
The mobile app featured gamification elements like leagues, challenges, and achievement tracking to increase engagement and retention. The platform was fully localized for Spanish-speaking markets, with content tailored to different learning styles and business needs.
Key Challenges
- Traditional language learning apps lacked the human connection of live instruction, while in-person classes were inconvenient and inflexible for busy professionals.
- Enterprise clients needed customized learning paths and progress tracking for their employees, with reporting capabilities for HR departments.
- User retention was a significant challenge, with many learners abandoning language apps after the initial excitement wore off.
Solution & Approach
Hybrid Learning Model
Developed a platform combining on-demand lessons with scheduled live classes taught by native speakers, offering flexibility while maintaining the accountability and engagement of human interaction.
Gamification Elements
Implemented leagues, challenges, achievement tracking, and a miles-based reward system to increase engagement and create friendly competition among learners.
Enterprise Integration
Created customized learning paths for different industries and roles, with detailed progress tracking and reporting for HR departments to monitor employee development.
Key Features
Live Classes with Native Teachers
Scheduled live video classes with native English speakers, organized by theme and difficulty level. Classes included travel vocabulary, business English, and conversational practice.
Interactive Video Content
Engaging video content with interactive elements, including business English modules specifically designed for workplace communication and industry-specific vocabulary.
Results & Impact
Over $3M in B2B ARR
Grew the B2B side of the language-learning SaaS with live classes and on-demand lessons.
14% higher retention
The B2B motion held more of the accounts that paid.
86% course completion
Enterprise users finished the course at a rate the sales team could stand behind.
30% better call-center efficiency
Salesforce Cloud with DocuSign, search, and Tableau so success teams spent less time hunting.
8% higher client retention from the Salesforce migration
The Cloud migration raised client retention 8% and revenue 17% on that motion.
Key Learnings
Human Connection Matters
The live class component proved that human connection is irreplaceable in language learning. Even with advanced AI and self-paced content, users valued and responded best to real-time interaction with native speakers.
Gamification Drives Engagement
The competitive elements and reward systems significantly improved user retention and engagement. The miles-based reward system and leagues created friendly competition that motivated consistent usage.