Learning Management System
Moichor had innovated the fist artificial intelligence capable of running a complete blood count on reptiles and birds, but clients didn’t know how to use the platform it was hosted on. That’s where I came in.
Situation: Moichor had raised millions of dollars in funding from Seed and Series A rounds through Y Combinator and other VCs and angel investors. However, the perennial problem of innovating on technology and making product fit to users’ capabilities was evident as veterinarians, vet techs, and staff contacted the customer service department asking how to carry out important operations on Moichor’s diagnostics platform.
Before I was hired, the team had tried creating a knowledge base on HubSpot, but it frequently received low ratings and didn’t solve the problem of customers phoning in for platform support.
In addition to guiding clients with platform operations, we needed to expand the number of veterinarians in clinics that were using Moichor as it was entirely possible to have two different veterinarians using two different diagnostics providers. Consequently, we needed an incentive to enhance brand awareness in clinics.
Task: I had to develop not only a course from scratch but find the right platform to host the information on.
Action: I had to start from zero, and that meant interviewing the following people: CEO, Directors of Pathology, Clinical, and Laboratory, sales members, and the CTO. In our conversations I was able to answer the following questions: 1) What are the most-commonly experienced problems? 2) What operations are absolutely integral in getting the user to make a sample submission?
Afterwards, I made an outline and received approval from the above stakeholders. Then, I created a script that the Director of Clinical narrated while screen recording platform actions. I edited everything on Descript to then upload on YouTube. The company didn’t have a YouTube channel, so I had to create that as well.
While I was producing these materials, I had to find a suitable platform to host the course.
Part of my training for my master’s in education included vetting out bad technology as there is a multi-million-dollar industry in promoting insufficient tech to school districts and universities. The Head of Marketing at Moichor had started with a third-party HubSpot provider that I eventually found to be extorting thousands of dollars in substandard product.
I made the executive decision to look elsewhere, and the next provider essentially overpromised and underdelivered in terms of usability. Luckily the financial burden from this trial was minimal, and I told the Head of Marketing I can find a better platform, one that I had used previously in teaching: Moodle.
Moodle provided the right price point but no customer service. Consequently, I had to read through hundreds of pages of documentation to create the course. Luckily Moodle has excellent resources and made building the core sections of the course easier. Each module included a video and multiple choice test.
I still had to address the issue of incentivizing busy veterinarians and staff to take the hour-long course. The Head of Marketing and I agreed that something akin to an Amazon gift certificate would do the trick, so I set up progress notifications to be sent to my email when a student completed the course.
I also introduced an onboarding process that included bulk email and information updates to Moodle that triggered course invitations. I also sent a copy-paste email to new clients listing myself as their contact for the course while reinforcing the idea of not just a gift certificate but a clinic-wide gift of $1,000 in Moichor services when everyone from the hospital completed the course.
In addition to several other features and processes, I implemented a course survey at the end to gauge student feedback not just on the class but on Moichor itself to guide our tech and lab.
Results: One of the main questions the team hypothesized before the learning management system’s creation was the following: Would clinics who went through the course submit more volume to Moichor compared to similarly-sized clinics who didn’t go through the class?
The answer was a resounding yes. Clinics who took the course submitted more volume on average, and the number of call-ins to customer service decreased because the entire group was onboarded. This resulted not just in more business but in a cost savings as well.