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Becoming Debt Free Guide
Project Lead: Luke Rolka
Forging a new path

The goal of this onboarding product is to provide value as soon as possible, relying on nurturing techniques to convert customers when they’re ready while providing them with educational resources in the meantime.

Debt isn't easy

Knowing that for many people debt is a problem not because they don’t understand debt but because the cumulative nature of debt can become a confounding thing to reverse. This experience addresses this reality and provides concrete techniques, tips, and products to put debt holders back in the driver’s seat.

First an ebook, then a web product

Typically, we’d send a prospect straight to a form and optimize on conversions. But here we used a Facebook Lead Ad to collect email addresses for marketing emails, and then sent them an educational ebook, for free. After a successful POC, we decided to move forward with a fully featured web version that included an interactive assessment to direct people either to a product or to relevant resources, whichever they prefer.

Luke worked closely with a copywriter and a subject matter expert to develop content that would deliver on the promise of the guide, serving as both visual designer and editor, and later campaign manager working with multiple teams to deliver this new customer experience.

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