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Educating customers about advanced use cases and features

Education is key. Read this playbook for a step-by-step guide on schooling your customers about your coolest features and helping them unlock more value with your product.

What you’ll learn: 

  • How to educate existing customers on the advanced features and use cases of your product.
  • How to enhance user experience and encourage customers to utilize the full capabilities of your product.
  • What you need to increase user retention and loyalty through effective customer education.

What you’ll need: 

  • A deep understanding of your product's advanced features and potential applications.
  • User personas for better targeting.
  • Suitable educational tools like in-app tutorials, webinars, video guides, written manuals, etc.
  • Marketing tools for announcements (emails, social media, blogs, etc.).
  • Tracking tools to monitor engagement and effectiveness.

Suggested playbooks to check out before starting this one:

6 steps to educating customers about advanced use cases and features:

Step 1: Understand your product's advanced use cases and features.

  • Examine the advanced features of your product and identify different use cases.
  • Understand the unique benefits these advanced features can provide and how they differentiate your product.
  • Make sure you know the prerequisite knowledge or skills required to use these advanced features.

Step 2: Identify your target audience.

  • Utilize your user personas to identify the customers who would benefit most from these advanced features and use cases.
  • Consider user maturity, frequency of usage, industry, job role, etc.
  • Tailor your education strategies based on the specific needs and preferences of different user groups.
  • Once you’ve identified your target audience, create a user persona for your ideal customers. Check out our playbook for “Creating user personas” 

Step 3: Choose the right educational tools.

  • Choose a variety of educational tools that align with your user's preferences.
  • If your users prefer to learn on their own, use video guides, written manuals, and in-app tutorials. For example, Dropbox uses modal windows to educate customers about the benefits of Dropbox Business.
Source: Dropbox's persistent account upgrade prompt

  • If your users prefer live educational programs, consider hosting webinars, in-person events, and expert Q&A sessions. For example, Demio (a webinar tool) uses a webinar (how meta right?) to educate users about advanced product features and use cases.
Source: Demio’s head-on product tour

Step 4: Launch your educational initiatives.

  • Create and launch your educational materials using the chosen tools.
  • Ensure information is easily accessible to users.
  • Notify users about these educational resources via suitable communication channels like email, in-app notifications, or social media posts.
  • For inspirational examples of educational copy and initiatives, check out GoodUX, our library of inspiring UX.

Step 5: Get feedback and improve.

  • Encourage users to provide feedback on the educational materials to understand their effectiveness.
  • Analyze engagement metrics to measure the success of your educational initiatives.
  • Make necessary adjustments based on the feedback and analysis for continuous improvement.

Step 6: Keep your educational materials up to date.

  • Regularly update your educational materials to reflect product changes and new use cases.
  • Ensure that all information is current and accurate to provide maximum value to your users.

Looking for more Playbooks? Go back to the Product-Led Growth Flywheel →