From Sociology to SaaS: Jenna (Bonjoo) Koo Crafts Intuitive Products By Focusing On Human Behavior

Published September 25, 2023

While a degree in sociology might seem worlds apart from the tech-driven realm of SaaS, Jenna (Bonjoo) Koo’s journey shows there’s a deep link between the two: Both are all about getting people.

Jenna took the lessons from the sociology lecture halls at Brown University and now leverages them to champion a better user experience at CharterUP, where she’s an associate product manager.

Jenna hopped on board with CharterUP in November 2021, and she’s been a driving force behind the award-winning reservation platform ever since.

“I believe the best products are intuitive,” Jenna said. “They require very minimal learning because they’re based on natural behavior and how people are already interacting with other technology. We make decisions based on best practices, and our goal is to build a product that is simple.”

After graduating in 2019, Jenna dove into a fifth-year master’s program focused on social analysis and research. The deep dive into social statistics gave Jenna a toolkit she’s tapped into throughout her career.

Starting out, Jenna cut her teeth at a Boston-based IoT SaaS startup. It was a tight-knit group, growing from just three to a team of sixteen. This gave her a front-row seat to the nuances and requirements of product development and marketing.

Jenna’s true career inspiration came from a side gig – a beer gifting app. Leading a crew of student engineers and designers, she got a kick out of creating something from the ground up. That thrill, combined with her marketing background, nudged her towards product management.

CharterUP was the perfect fit for Jenna, as she was excited about the challenge of creating a product for both B2B and individual customer audiences. CharterUP’s user-first approach aligned perfectly with Jenna’s own product philosophy and ethos.

Jenna’s mission is to keep things simple and user-friendly. She’s a big believer in feedback and loves teaming up with different departments to make the product even better.

When she’s off the clock, Jenna’s either catching the latest movie, hitting the golf course or plotting her next travel adventure. Even in the remote-first CharterUP workplace, Jenna’s made close connections and celebrated big moments with her team, like weddings.

“At CharterUP, I have the freedom to make the best decisions in my role but still receive guidance from my team when I need it,” she said. “I’ve developed an expansive skillset and fostered true friendships while working here.”