About the project
Details
My Responsibilities: I leveraged my digital marketing and UX design expertise to drive the platform's transformation. My role encompassed user experience research, interface design, and implementing a comprehensive digital marketing strategy to re-engage past users and attract new ones. I created wireframes and prototypes and conducted remote usability testing sessions.
The team + my role: Contract Digital Experience (DX) Specialist | The cross-functional team comprised two volunteer full-stack engineers, a product manager, one freelance UI designer, and a contract DX specialist (me). Paper and digital wireframing, low and high-fidelity prototyping, and iterating on designs.
Date: March 2023 - March 2024
Vinspired is an online platform where young people can access various exciting volunteering roles across the UK. These roles enable them to contribute to the causes they care about while learning new skills and talents. It is dedicated to connecting volunteers with meaningful opportunities in their communities.
Vinspired Redesign
Conducted user interviews and surveys to gather feedback on the existing platform.
Created user personas and journey maps to identify pain points and opportunities for improvement.
Redesigned the user interfaces with a focus on simplicity and ease of navigation, registration and messaging.
Implemented responsive design principles to ensure a seamless experience across various devices and screen sizes.
Performed usability testing with real users to refine and validate the design changes.
Iterative design and user testing were integral to creating an intuitive user flow that catered to diverse user personas.
Process & Implementation
UX Design
Digital Marketing
Developed a re-launch campaign to introduce the redesigned platform to existing and potential users.
Utilised email marketing to inform previous users about the new features and improvements, rekindling their interest in volunteering.
Employed SEO strategies to improve the platform's search engine ranking, making it easier for new volunteers and organisations to discover the platform.
Set up a system for ongoing analytics to monitor user behaviour. This will allow for data-driven decisions in future marketing and design enhancements.
Over the past two years, Vinspired has experienced a pronounced decline in user engagement, a dwindling conversion rate, and a concerning drop in search engine rankings.
The Problem
The Goal
Vinspired Redesign project, where I’ve applied both digital marketing and UX design principles, aims to create an engaging online platform that enhances the connection between organisations, volunteers, and communities. It aimed to revitalise the platform to improve user engagement and streamline the volunteer matching process.
User Research: Summary
The user research conducted for Vinspired aimed to gain insights into the user experience, expectations, and pain points of volunteers and organisations. The study comprised surveys, interviews, and usability testing involving diverse participants.
Pain Points
Complex Registration Process: Lengthy and complicated registration forms deterred volunteers and organisations.
Ineffective Communication: Lack of clear communication between volunteers and organisations led to misunderstandings and missed opportunities.
Outdated Information: Stale and inaccurate information about volunteer opportunities frustrates users.
Persona: Sarah Williams
Sarah is a dynamic and ambitious young woman who is passionate about making a positive impact on her community. She is currently enrolled in a marketing program at a local college and is keen on leveraging her skills to benefit society. Sarah is driven by a desire to build a diverse skill set that extends beyond her academic curriculum.
Demographics:
Age: 21
Gender: Female
Location: Urban area, college town
Education: Currently pursuing a Bachelor's degree in Marketing
Skill Development: Sarah is eager to build practical skills in social media management, content creation, and event coordination.
Networking: She aims to connect with like-minded individuals and professionals within the charity sector to broaden her understanding and potential career opportunities.
Community Impact: Sarah wants her efforts to directly contribute to the betterment of the community, aligning with her values and aspirations.
Limited Experience: As a student, Sarah may lack extensive hands-on experience in the professional realm, making it important for her volunteer experience to offer practical learning opportunities.
Time Constraints: Juggling coursework and potential part-time work means Sarah needs flexibility in her volunteer commitments.
Background
Goals
Challenges
Persona: Matt Taylor
Matt is a dedicated and compassionate professional with a background in social work. He currently works as the Volunteer Coordinator for the Bright Horizons Children's Foundation, a nonprofit organisation dedicated to improving the lives of underprivileged children. Matt is responsible for recruiting and managing volunteers to support various programs and initiatives to enhance the well-being of children in need.
Demographics:
Age: 38
Gender: Male
Location: Urban area, London
Role: Volunteer Coordinator at "Bright Horizons Children's Foundation"
Impactful Programs: Matt desires to create and sustain impactful programs that directly benefit the children the charity serves.
Community Engagement: He believes in the power of community engagement and wants to connect with individuals who are passionate about making a positive difference in the lives of children.
Background
Goals
Challenges
Preferences
Efficient Platform: Matt prefers an efficient online volunteer matching platform that is easy to navigate and enables him to find volunteers with the right skills and availability quickly.
Clear Communication: He values clear communication channels that facilitate seamless interaction between the charity and potential volunteers, ensuring everyone is on the same page regarding expectations and commitments.
Limited Resources: The charity operates with limited resources, and Matt faces challenges in recruiting and retaining volunteers to support their diverse programs.
Time Constraints: Matt has a busy schedule and must manage various aspects of volunteer coordination. Therefore, he needs an efficient and streamlined process to find suitable volunteers quickly.
User Journey Maps
Low-fidelity Prototype
After finishing user journey maps, I created a low-fidelity prototype to ensure that each step was meaningful and users reached the required goal smoothly. In this stage, I focused on core concepts and functionality to gather valuable feedback from potential users. Early feedback helped identify and address potential issues, ensuring the final product aligned with user needs and expectations.
High-fidelity Prototype
Continuing to develop high-fidelity designs, I focused more on visuals, aesthetics, and functionality. This high-fidelity prototype allowed me to demonstrate how your product will look, feel, and work before passing it off to the development team.
Usability Study: Findings
The user research findings and recommendations provided valuable insights for improving the Vinspired website, enhancing user satisfaction, and fostering a vibrant and supportive volunteer community.
Volunteers and organisations' admins found the registration process easy. They also valued clear communication.
Volunteers emphasised the importance of comprehensive information about volunteer roles, organisations, and the expected commitment. Many opportunities lacked sufficient details, leaving users uncertain about what to expect.
Encourage organisations to provide comprehensive information about volunteer roles, including responsibilities, time expectations, and the impact of the work.
The search and matchmaking algorithms were well-received by users. They appreciated the ability to filter opportunities based on their preferences, location, and availability.
Implement a recommendation system that considers users' profiles and preferences, suggesting opportunities that align with their interests and skills.
Based on the usability study results, I changed the registration process, messaging, and notifications and updated the list of volunteering opportunities.
Solution
01
Easy Registration and Update The Database:
The team streamlined the registration process by only asking for essential information initially. Allow users to complete more detailed profiles later if they choose.
Regularly update the database to ensure all listed opportunities are current and remove inactive postings.
Solution
02
Effective Communication:
We integrated messaging features and notifications to inform volunteers and organisations about the application and provide a channel for accessible communication.
Solution
03
Opportunity Matching:
The team developed a robust recommendation system that suggests volunteer opportunities based on user profiles, preferences, and location.
They implemented filters and search options for users to find opportunities that align with their interests.
Outcomes
The platform successfully relaunched with a 35% higher engagement rate than projected.
The streamlined sign-up process and clearer calls to action (CTAs) reduced friction, leading to a 30% decrease in registration drop-off rates.
The analytics integration allowed for real-time feedback, leading to continuous improvement of both the user experience and marketing effectiveness.
User feedback was overwhelmingly positive, with a 60% improvement in user-reported satisfaction scores.
The platform saw a 25% increase in active volunteer engagement, indicating that the new design successfully matched volunteers with suitable, updated opportunities.
The improved matching system, which I helped to optimise, resulted in a 50% increase in successful volunteer placements.
Furthermore, the easy messaging feature resulted in a 40% increase in direct messaging traffic between volunteers and organisations.
The digital marketing efforts resulted in a 30% rise in website traffic, with a significant boost in organic search results.
Conclusion
The Vinspired redesign project is a prime example of how a strategic fusion of UX design and digital marketing can breathe new life into an online platform. Understanding and applying principles from both disciplines, I enhanced the platform's usability and expanded its reach and impact within the volunteering community.
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