01
Understand the Barrier
Look beyond asset availability to understand why customers were not using relevant content.
Customer enablement & service design
Turning the need for customization into a scalable content offering
Content Studio began with a customer adoption question: Why were customers not using some available video content, even when the topics were relevant?
My roleService strategy, content leadership and operational design
AudienceCustomer learning teams needing branded, adaptable content
ScaleApproximately 60 organizations
Business contributionAbout $1 million in annual recurring revenue
The challenge
Useful content did not always feel relevant to the customer.
Customers had access to ready-to-use learning resources, including short videos, but they did not always use the video content as frequently as expected.
Conversations revealed that the topic might be useful while the finished asset did not reflect the customer’s brand, terminology, policies, employee roles, environment, language or communication style.
Creating a completely new version for each organization was possible, but it required additional time, budget and production capacity. We needed to provide flexibility without turning every request into a separate custom project.
The opportunity
Preserve the foundation. Make it adaptable.
We saw an opportunity for a subscription offering that would make professionally designed content easier to customize.
The model needed to support meaningful adaptation, establish clear boundaries, protect quality and create a repeatable service capable of supporting multiple customers.
My role
Move from customer insight to a viable service.
Identified the recurring need and helped shape Content Studio from an early concept into a scalable subscription offering.
I worked with a talented multidisciplinary team and cross-functional partners to combine customer feedback and usage patterns, define the opportunity, test the concept, explore the technology and partnership model, establish quality standards, build the operational process and improve the offering as the customer base grew.
Our approach
Design around the adoption barrier
The focus shifted from creating more video to making strong content easier for customers to use.
02
Define Adaptability
Identify common needs such as branding, terminology, context, narration, translation and localization.
03
Test the Model
Explore editable content, access, licensing, guidance, quality expectations and sustainable support.
04
Build the Operation
Create processes for source files, versions, requests, translation, quality and ongoing improvement.
Customer-facing enablement
Create a consistent experience from conversation to delivery.
Customer Success, Sales and Professional Services needed to understand what Content Studio offered, which needs it could address and when another solution was more appropriate.
Guidance helped teams explain the value, set expectations, identify strong use cases, distinguish customization from fully custom development and bring customer feedback back to the content team.
Evolving with AI
Expand what the team could deliver.
As AI-powered tools became available, we explored support for early drafts, alternative examples, translation, localization, selected visual elements, audio narration and production tasks.
Human expertise remained central. The team reviewed the work for accuracy, instructional quality, tone, accessibility, brand alignment and customer relevance.
What made the difference
Listen to what customers were—and were not—doing.
The offering grew by recognizing customization as a recurring adoption need, testing the concept, setting clear boundaries and bringing together content, creative, operational and customer expertise.
The result was not simply a new content format. It was a service model connecting customer adoption, content strategy and business value.
Content Studio was created through the combined effort of a phenomenal team and strong cross-functional partners who turned an early idea into a practical offering for customers.
Portfolio note
This case study reflects my professional experience. It does not include customer names, confidential business information, proprietary learning content or internal documentation. I would be happy to discuss the initiative and my contribution in greater detail.
Let’s build what’s next, together.
Working through a customer adoption or content challenge?