PMI (Project Management Institute) is the premier, global project management association with nearly 500,000 members, and, like many membership associations, they were struggling with how evolve so they could continue to create value for their members.
PMI had identified 4 high-potential new products that had spent too much time in the design phase. With an important board meeting only 2 months away, they needed support moving from a glossy deck to a three-dimensional, market-validated, customer experience.
We partnered with PMI to answer the following questions:
After the initial market testing to determine what to build, we built MVPS for two new offerings during a 3-month-sprint. This allowed us to answer their critical questions quickly and affordably before they invested in a commercial build.
PMI then built these products on-platform, launched them internationally, and they have hundreds of thousands of users while continuing to gain traction.
We synthesized multiple decks of foundational research from PMI to reassemble and identify opportunity zones. In a 2-day workshop with the PMI team, we prioritized 4 mega-concepts for in-market testing.
We put the potential offerings in front of thousands of Project Managers, using email tests, landing page tests, ads tests, Lemonade Stand at local and national events, and interviews, to collect signals on what best resonated with the target audience. To derisk the product development, we also created no-code short-term trials to get behavioral and qualitative insights from users, informing the build requirements.
Peer Insight worked with a development partner and content creators to build and launch 2 products in 8 weeks. The 3-month live MVPs were closely monitored and operated by our small team who played a range of roles from founders to researchers to customer service, and marketers.
The Alpha test generated a lot of behavioral, quantitative, and qualitative data that informed how the products need to iterate and scale. We led a series of research and testing rounds to then define the product requirements and a commercial feature roadmap.
To scale the validated products, PMI assembled internal teams to integrate the experiences on-platform and relaunch the commercial versions in 2021.