Increasing adoption of Automatic RSVP from 30% to 55%.
Real case — Assessoria VIP and Casar.com
Context
Automatic RSVP was created to help wedding planners automate the delivery of invitations and reminders to guests, reducing manual work and operational errors.
Goal: Increase feature adoption from 30% to 55%.
Out of 1,900 eligible wedding planners (advanced plan subscribers), only 983 were actively using the feature.
Analysis timeframe: 3 months.
Problem
Many wedding planners were still sending RSVP links manually to each guest.
This process was: time-consuming, prone to operational errors and distracting planners from more strategic activities
The value of the feature was not clearly perceived, the initial setup created friction and adoption barriers
Solution
Phase 1: Reducing Setup Friction
Reduced the number of steps required to activate Automatic RSVP by 50%
Created a faster, more intuitive activation flow
Emphasized time savings as the core value proposition
Phase 2: Expanding Communication Tones
Introduced five message tones: Playful, Soft, Welcoming, Affectionate, and Direct
Balanced personalization needs with Meta (WhatsApp) message approval requirements
Increased planners’ sense of control and brand alignment
3° Etapa: Campanha de ativação e lembretes automáticos
Régua de comunicação para eventos sem disparos configurados.
Lembretes automáticos 60, 45 e 30 dias antes do evento.
Três pontos de contato na plataforma: alert fixo, modal e notificação push.
Campanha realizada entre 02/06 e 01/07, impactando 775 assessorias.
Results and Impact
Feature adoption increased from 30% to 55% by the end of the semester.
Adoption was consolidated among advanced plan subscribers
Significant reduction in operational effort for planners
Increased perceived value of the product
Automatic RSVP became one of the key efficiency tools within the VIP Planner platform
This project represents a clear advancement in strategic product design, directly connecting business metrics to product and design decisions.