PREVIEW:
Since May/2024 I have been leading workshops to develop NGO client retention strategies with the help of more than 20 stakeholders. Therefore, the project below (Landing page), which is related to customer acquisition, is currently paused.
Organization: Meditação Brasil (NGO).
Position: Volunteer Product Designer (2014 to present).
Led Team: NGO volunteers.
SUMMARY
In this case you will follow the strategic process to improve the digital experience in the registration and onboarding process of a Meditation NGO.
RESPONSIBILITIES
Product Roadmap, Workshop, Strategy, Research, Interface, Development and Data Analysis.
DURATION
2023 ~ 2024
CONTEXT
The Meditation NGO asked me to renew its institutional website.
To help them more precisely, I decided to do a complete Experience Design project - from the strategic part to the development and monitoring process.
To do this, I recruited two volunteers from the institution to help me with this project.
As both of them have no experience in the area, I also had the opportunity to give workshops on UX and UI.
To date, more than 30 people have been involved in this project, and we are currently in the development and usability testing part.
Delivery is expected in the first half of 2024.
MAPEAMENTO DA SITUAÇÃO ATUAL
In 2023 we began a process of understanding the context in which the organization was. Below are some initial questions that triggered this project:
How do people interact with the current website?
This behavior was analyzed by reading heat maps of the current website, evaluating the most and least clicked places and areas of reading/interest.
Who/What are the meditation subscribers?
Through a form of 24 questions (quali and quanti) answered by 34 meditation participants, it was possible to solidify the focus persona of our project.
Creating this persona was important to put all stakeholders on the same page in relation to the target audience, and this will positively affect parallel and future projects of the organization. It also exposed blind spots that generated new questions for future research. I used Google Forms graphics and word cloud to generate the insights for this research.
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Who are the meditation subscribers and what do they look like?
The market was analyzed by studying: similar organizations well positioned on “Google My Business”; the evaluations of meditation applications, and the online positioning of the NGO's other branches.
PROBLEMS FOUND
To become a member and have access to meditation sessions, you must complete a paid subscription. Normally this registration process is mediated by the organization's volunteers through contact via message, phone call, or video calls for an introductory explanation. This intermediary is not instantaneous, and therefore the “moment of purchase” is lost.
Another problem identified in this “excess” of humanization is the overload of support. Many curious people who have no real desire to sign up send messages and schedule individual conversations just to answer basic questions.
So the main problem of this project to be solved is:
Reduce/eliminate all friction involving human contact during the Meditation registration and onboarding process.
PRODUCT DEFINITION AND PRIORITIES
Product strategy: The NGO's volunteers fulfill 4 functions in the registration process that must be replaced by online solutions so that the target audience's moment of purchase is not lost.
Human contact must remain (as this has been validated as something important for our persona in qualitative research), but only when necessary.
Therefore, the product was agreed to be a “Landing Page capable of performing the 4 functions of volunteers in the customer acquisition process”, and these functions are:
1 - Awaken the desire to sign up
3 - Help with registration/payment
2 - Stimulate decision-making
4 - Carry out clear onboarding
Before
After
The digital product aims to increase the chances of registration and reduce friction in the purchasing process. To achieve this, it is necessary to replace unnecessary human intermediary with effective online solutions.
OBJECTIVES TO BE ACHIEVED AND METERED
Increase registration volume
Decrease human support
If the product can fulfill the 4 functions performed by volunteers in the process of acquiring new meditation practitioners, registrations will increase and support will decrease. Therefore, we will initially work with these metrics to measure the health of the product.
WORKSHOPS IN THE IDEATION PROCESS
The team meets weekly to advance the ideation process. See what I did collaboratively with the organization's volunteers:
Information Architecture and content strategy
To create the content strategy and information architecture, we took into account the insights obtained in research as well as the content taught in meditation classes. This way, we can align the organization's message specifically to the target audience.
Style Guide
The visual strategy was a very collaborative process. All components were created to reproduce the same experience that people have when entering meditation centers. The official typography was selected by the NGO's subscribers through a poll. We used the Mood Board technique to discuss ideas, and thus define the visual direction of this project. Also at this stage, low-fidelity prototypes were created to measure the assets needed for development.
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In order: Choice of official typography via poll; Presentation of Mood Boards for brainstorming; Official color palette and its variations.
PRODUCT STRATEGIES
🔒The initial immersion stage also helped us understand that our persona likes humanized, respectful, and transparent contact, and because of this, we made an effort to ensure that the language of this digital product was cozy and without the explicit intention of selling. As the project has not yet been launched, I will not be able to give more details about all the strategies adopted in this product. If you would like more information, please contact me.
CONTENT TESTING
For the content test, I recruited two people with years of experience at the NGO: One was Brazilian, and therefore, could take into account both the fundamentals of meditation and the best adaptation into Portuguese. The other person spoke Portuguese but was not native, so he was responsible for reviewing the content based on materials from his native language (official Korean meditation materials). After this content test, the website was ready to enter the development and usability testing phase.
Content testing feedback was provided through comments on Figma.
CURRENT STAGE
We are producing a lot of personalized content for the development of the website, such as: illustrations, videos and animations. We are also delving deeper into the business model to better define plan pricing and onboarding of new subscribers.
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In order: Video editing and post-production in Adobe Premiere Pro; Website development on a Low Code platform.
NEXT STEPS
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Usability testing
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Beta version launch
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Metrics analysis
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Refinements