Braze Integration and Cross-Platform Engagement Strategy
Brainly — Product Owner
Brainly needed a robust engagement automation platform to support scalable user communication across push notifications, in-app messaging, and email — all localized and behavior-triggered across platforms.
The engagement stack was outdated, non-personalized, and inefficient to scale across Brainly’s 350M+ user base.
The opportunity was to integrate Braze and establish a modern, fully owned user engagement pipeline — covering push notifications, in-app messaging, and lifecycle automation with high segmentation precision.
- Led vendor research, evaluation, and contract negotiation, aligning stakeholders across Product, Marketing, and Legal.
- PMed the full integration across Android, iOS, and Web, managing cross-functional dependencies (backend, localization, frontend, analytics).
- Designed scalable user journeys for push and in-app, mapped to behavioral triggers across the user lifecycle (onboarding, activation, re-engagement, upsell).
- Post-integration, assumed full ownership of the Braze channel: campaign strategy, message design, testing, and performance optimization.
- Implemented A/B and multivariate testing for timing, messaging tone, and feature prompts.
- Trained internal teams on Braze usage, permissions, segmentation logic, and lifecycle program structure.
- Completed Braze integration across all platforms under time and scope constraints.
- Decreased campaign creation time by over 80%, from multi-week engineering cycles to self-service execution.
- Boosted push and in-app engagement metrics through highly targeted journeys tied to user behavior.
- Enabled market- and language-specific personalization at scale.
- Maintained full product-side ownership of the channel post-launch, aligning messaging strategy with product and monetization goals.
Appbot Platform Ownership and App Review Insights Team Management
Brainly — Product Owner
With millions of mobile users, Brainly’s app stores received constant user feedback through reviews — a high-volume, high-noise channel that had been underutilized for actionable insights.
User sentiment was fragmented across platforms and languages, with no structured process for extracting insights from reviews.
The opportunity was to operationalize app store feedback analysis using Appbot and a dedicated team to surface qualitative insights for product, UX, and support teams.
- Took full ownership of Appbot platform: user management, tag design, alerting logic, and feedback flow configuration.
- Recruited and managed a dedicated app review team responsible for tagging, triaging, and summarizing feedback across 7+ languages.
- Created standardized workflows for feedback escalation to Product, Design, Engineering, and Support teams.
- Implemented sentiment tracking dashboards segmented by platform, language, and feature.
- Coordinated with the localization and content teams to manage cultural and linguistic nuances in feedback interpretation.
- Established periodic insight reports and reactive feedback alerts tied to releases or spikes in negative reviews.
- Reduced latency between app feedback and issue detection, improving response time and customer trust.
- Improved signal-to-noise ratio in app reviews, surfacing 10x more actionable insights per cycle.
- Enabled structured tracking of feature-specific sentiment across time and geographies.
- Institutionalized a permanent feedback channel within the product development cycle.
Strategic Vision for a Personalized, AI-Driven Learning Experience
Brainly — Marketing Strategist
Brainly needed to evolve from a high-traffic homework Q&A platform into a more engaging, indispensable learning companion.
This self-initiated vision work aimed to define what that transformation could look like through a structured, personalized, and AI-augmented study experience.
Despite its scale, Brainly’s user experience was transactional — users came for one-off answers rather than long-term study support.
The opportunity was to design a product direction that shifted from isolated queries to structured, session-based learning journeys, aligning with user behavior, retention, and educational value.
- Conducted research to map user pain points and emotional friction in the current experience.
- Analyzed competitor platforms and user motivations to uncover opportunities for differentiation.
- Designed a modular product framework centered on guided “study sessions” combining AI-generated support, user goals, and progress tracking.
- Proposed features such as dynamic content personalization, dual-model answer comparison, citation generation, paraphrasing tools, and learning analytics dashboards.
- Integrated AI into user workflows not as a gimmick, but as a tool for confidence-building, clarity, and reduced cognitive load.
- Created a phased rollout roadmap, including MVP scoping, adoption strategies, and UX principles for long-term engagement.
- Delivered a complete strategic blueprint for platform evolution, presented to internal stakeholders.
- Elevated internal discussion around long-term product direction, AI integration, and session-based learning value.
- Positioned the platform to explore deeper engagement models beyond reactive Q&A loops.
Student Experience Research and Pain Point Mapping
Brainly — Product Manager
As Brainly matured, it needed a deeper understanding of its student users’ emotional journey — beyond surface-level metrics — to inform more engaging, trust-building, and learning-focused product strategies.
Product teams lacked a clear map of how students experienced the platform emotionally and cognitively.
This created misalignment between feature delivery and actual user needs — especially in moments of frustration, uncertainty, or disengagement.
The opportunity was to synthesize a comprehensive student experience map to guide strategic priorities and product narratives.
- Designed and executed a mixed-method research initiative combining in-depth interviews, guided user testing, behavioral surveys, Hotjar recordings, and session replays.
- Analyzed user behavior across different journey stages — first contact, repeated use, disengagement, frustration, churn — to identify key inflection points.
- Led synthesis workshops with Product, Design, and Growth teams to align findings to platform decisions.
- Produced a visualized journey map connecting emotional states, behavioral patterns, and product interactions.
- Framed opportunity areas for feature ideation, UX adjustments, and AI augmentation grounded in real user struggles.
- Delivered actionable research assets used in multiple product and marketing team roadmaps.
- Revealed blind spots in product assumptions, shifting roadmap priorities toward learning support and frustration mitigation.
- Informed the development of multiple new features aimed at increasing trust, reducing confusion, and reinforcing engagement.
- Reframed internal product language around student motivation, cognitive load, and emotional states.
- Became the foundation for broader initiatives exploring learning sessions, motivational design, and AI-based support.
Personalized Year-End Learning Summaries for Engagement and Retention
Brainly — Product Owner
To boost engagement and reinforce Brainly’s value as a learning companion, the team developed a year-end feature that celebrated user progress and encouraged reflection and return use.
Many users viewed Brainly as a transactional tool, unaware of their cumulative learning activity.
This created an opportunity to showcase individual progress through a personalized, data-driven experience — increasing platform affinity and reactivating lapsed users.
- Designed the end-to-end experience: tracked user learning behavior, surfaced key milestones, and delivered visually engaging summaries.
- Aligned product, design, data, and engineering teams to implement logic, backend aggregation, and frontend display across Web, Android, and iOS.
- Defined event mapping and data translation from raw user activity into meaningful, emotionally resonant metrics.
- Integrated lifecycle messaging through Braze to trigger delivery via push and in-app messages.
- Managed localization and delivery timing to ensure maximum visibility during strategic year-end engagement periods.
- Launched personalized learning summaries across platforms on time for the end-of-year cycle.
- Increased engagement metrics, including session duration and reactivation among dormant users.
- Strengthened user perception of Brainly as a long-term learning tool, not just a homework utility.
- Created a reusable framework for future lifecycle campaigns and user milestone messaging.