Intelligent Change
Mind & Maker helped Intelligent Change transform from a niche journaling company into a global company with multiple products. I led the brand strategy right through the words, design, campaigns, and operations to make it happen.
Scope of Project
Brand Strategy
Content Strategy
Ecommerce Optimization
Product Development
THE OPPORTUNITY
1. Intelligent Change Brand Strategy
Intelligent Change began with a single product, The Five Minute Journal – a daily journal to cultivate gratitude and focus on the positive. After meeting with founders Alex and UJ, they wanted to grow from a lifestyle business into a larger self-development company with multiple products.
During multiple conversations and research, I consulted Alex and UJ and went deep into their core customers and purpose behind Intelligent Change. They gained clarity on their why, how, and what.
Rather than develop a huge suite of products, a common approach taken by other self-development publishing companies, Intelligent Change was to go deep on fewer products and maximize the reach for their core product, The Five Minute Journal.
CONTENT STRATEGY
2. Growing from 9K to 100K Subscribers
From the beginning, I knew the key to Intelligent Change’s long term, sustainable growth was to grow their email list. As their products required some customer education, it offered the perfect medium to go deeper and build a relationship with prospective clients.
Intelligent Change began with an email list of about 9,000 people in which they emailed only when they released a new product. 100% push. Additionally they ran on MailChimp which had inaccurate revenue data connected to their Shopify store.
I was tasked with switching from MailChimp to Klaivyo to have a more robust email service provider with accurate reporting, established a regular content schedule, created branded email templates, and set up foundational and advanced automated email flows. What resulted was a robust, sustainable email program with a main weekly newsletter obtaining close to 30% open rates, an increase from 9K to 100K email subscribers, and became their most profitable marketing channel.
Ecommerce Optimization
3. Improving website conversions by 100%
To further implement the brand strategy, Intelligent Change had individual websites for their two main products. They needed to house their products under one roof at Intelligentchange.com and ensure the look, feel, and words were on point.
Intelligent Change initially worked with an agency that did not deliver a result to their liking. The look and feel were off and the site was slow to navigate, thus plumeting conversion rates.
Working with designer Nguyen Le and developers Fuel Made, I was tasked at re-designing the site. Circling back to Intelligent Change’s strategy of who’s it for, the site was designed around the promise of personal change.
To accomplish that, we highlighted prominent influencers such as Tim Ferriss, customer reviews, and press throughout the site. I reworked product page copy, landing page copy, and the about page geared towards the ease of use of their products and social proof of their products leading to results.
The result was an improved conversion rate of over 2%, an 100% increase from their first redesign.
Product DEvelopment
4. Launching a top-rated journaling app
When I came on board, Intelligent Change had an app version of The Five Minute Journal that was buggy and had an off-brand look and feel. The app sat for years not being updated and left a big opportunity for Intelligent Change to expand their reach and revenue.
Working with app agency UserBrain to redesign the app, I collaborated on refining the UX writing, app architecture, and launch materials.
The Five Minute Journal App went on to become iTunes pick of the week and led to a nationwide partnership with Starbucks and Humana. The app continues to be a top 10 app in Lifestyle and has been downloaded 400,000+ times.
Results
Intelligent Change has grown from low 6 to multiple 7 figures in revenue (a 10x increase) since working with them, remains highly profitable as an extremely lean operation, and has become a prominent staple in the self-development community.