Bloomberg Government

onboarding & personalization

Increase enagement through a personalized experience

Business Challenge

How might we simplify and strengthen the way Bloomberg Government communicates its value proposition to prospects, ensuring it’s immediately clear, compelling, and aligned with user needs?

How might we streamline and redefine the onboarding process for sales administrators to reduce friction, increase efficiency, and accelerate time-to-value for new clients?

How might we design a first-use experience that immediately demonstrates BGOV’s unique value, building user confidence and driving early engagement?

Our Approach

We performed qualitative research with both our sales team and support staff.  Sitting in on calls allowed us to observe the challenges of selling the site to just one side of our user base (e.g. Government Affairs).

Additionally we observed our support staff spent a majority of their time assisting client’s with setup and getting the most value out of the site.

Solution

Create an intuitive self serve process for setting up BGOV.  We inventoried the site and realized we could set up one workflow to support both audiences.

  • Industry Topics
  • News Topics
  • Newsletters
  • BNA Alerts
  • Suggested Alerts
  • Follow Analysts
  • Industry Tools
  • Real Time Alerts

01 Industries

The first step was to identify which industries a user would follow.

Depending on your role in GA or FC you may need to keep up with multiple industries.

02 Industry Topics (details)

Industries are generally to broad a topic so we enabled users to select subtopics to refine the information.

We reviewed saved searches in the system as well as worked with our industry analysts to refine the subjects.

03 Follow an Analyst

Bloomberg Analysts are a major reason for our success but we made it impossible for a user to follow their favorite analyst or stay up to date.

We introduced the Follow Feature so users could easily stay update to date.

04 Finish Line

The workflow allows for us to create a significantly smoother first time experience.

Instead a drinking from a firehose of information the user nows has a customized experience.

Outcomes

Accelerated Sales Conversations:  redesigned platform navigation to align with prospect personas (e.g., Federal Contractors, Government Affairs professionals), significantly streamlining the demo process and enabling sales teams to tailor value delivery from the first interaction.