How to Create Successful Digital Products: Lessons From Top Product Managers
By: Natalie Murray
Product managers commonly come to us to solve these two challenges with Natural Language Generation (NLG): How can I create more value for my customers? How can I increase adoption?
Integrating NLG into a product, such as language within a dashboard or portal, is a simple and effective way to elevate the experience for a customer and generate new streams of revenue.
Below are three examples of customers that used NLG for their product development:
Dominion Dealer Solutions, a company that provides automotive dealerships with a tool to manage inventory, marketing, and customer information, wanted to increase engagement by creating automated vehicle descriptions. Narrative Science worked with product managers at Dominion Dealer Solutions to create a tool for dealerships to drive click-throughs, showroom conversions, and vehicle sales. With Quill, our NLG platform, data such as make, model, mileage, and features are automatically transformed into individual vehicle stories, which dealerships integrate into their inventory management systems. With the narratives, the company saw a 50 percent lift in page views for used vehicles with descriptions written with Quill.
Legacy.com, the world’s top destination for people seeking obituaries and funeral service information, identified the need to help funeral directors and mourning families with the process of writing obituaries. Using Quill, Legacy.com was able to develop and launch a new product called ObitWriter℠ to help alleviate this difficult process and give users a draft to begin writing the obituary. Kim Evenson, CMO at Legacy.com, said that from the company’s national survey, “81 percent of users suggested they are more likely to place an obituary with a resource like ObitWriter℠, so we see a lot of potential in a user-friendly guided experience.”
Envestnet is one of the top providers in the financial services industry. Their product, Envestnet Intelligence™, uses Quill to turn data into actionable insights for advisers and enterprises. It’s flexible in that the narrative can be utilized in different product offerings and tailored to different users —for example, served alongside graphs and charts for a comprehensive look, or a conversational interface for quick insights on-the-go. With Quill, Envestnet went from annual reviews sent to a handful of clients to all clients on a monthly basis.
As shown by the examples above, you can use Quill across a variety of clients and products to increase value.