By GUURU News -
Community Content: 4 Questions for our Product Team
Over the past year, our product team has been working tirelessly to develop a new GUURU service called Community Content. We spoke to Rafaela Ruf, Head of Product, and Product Manager Matthias Pons about their work and how Community Content aims to bring the trust and authenticity of live customer conversations to all product pages.
About Rafaela Ruf
With 15 years of experience in product management, Rafaela loves being the connecting piece between what users want and what technology can build. Joining GUURU in 2020, Rafaela enjoys lean experimenting and the hands-on work at a startup. She is also a passionate dancer and member of Lisbon’s Forró dance community. Follow Rafaela on LinkedIn.
About Matthias Pons
Matthias has been working for digital B2B businesses in various roles, from engineering via customer success to product for a decade. As a musician and windsurfer – two equipment-heavy activities that require huge amounts of practice – he knows very well how important a supportive community is when it comes to choosing the right equipment, improving individual skills and mastering new challenges. Connect with him on LinkedIn.
1. Rafaela and Matthias, you’ve been working on a very exciting new project, Community Content. Can you summarize it in one sentence?
Matthias: The project is about empowering brands to display rich and authentic opinions from their community on product pages at scale. What started as a project has evolved into a solution – Community Content.
Rafaela: Community Content complements our Community Advice Solution by extracting trusted opinions from 1:1 live conversations with the Community – naturally trustworthy and authentic content that shoppers connect with.
2. What excites you most?
Rafaela: It’s exciting to see how brands are bringing community opinions to their product pages. With live customer connections already established on their online stores, brands now go beyond one-on-one conversations and share these remarkable community exchanges with every website visitor. This truly brings authentic perspectives to the customer journey.
Matthias: Seeing inspiring personalities sharing experiences they had with their favorite brands or products – that is really powerful.
3. What is the grand vision?
Matthias: For me it’s all about making the passionate connection between brands and their loyal customers visible.
Rafaela: “Humanize your brand” is our promise and with Community Content we’ve taken a big step in making brands visibly more human.
4. What has the biggest unexpected challenge been?
Rafaela: It all seems natural to show this kind of content to users. One challenge however is the common perception of what “Community Opinions” are and how to build a clear UX that conveys the trust and the passion of the community.
Matthias: To keep focus through the process – from an idea to a working solution – and not getting lost in all kinds of less relevant details. There are so many ideas and unknowns when starting up such an innovative product.
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