Community hub
World Vision • 2024
About
The Community Hub is World Vision’s private platform for donor partners to connect, learn, and share prayers.
Users can join discussions through Connect, take courses like the MasterClass via Learn, and request or respond to prayers on the Prayer Wall—all with options to react and comment.
Case Summary
World Vision is developing a Community Hub for High Net-Worth (HNW) prospects, offering resources on discipleship, identity, mental health, technology, generosity, and financial stewardship.
Research at social gatherings revealed similar concerns among parents about raising children in wealthy environments and the impact of technology. I have been hired as a freelance user experience designer for three months to collaborate with stakeholders and create a platform that empowers HNW parents.
Problem Statement
HNW parents face challenges in raising children around wealth and managing technology use. They need a community platform with resources on discipleship, identity, mental health, generosity, and financial stewardship for support.
Overview
Client
World Vision
Team
Product Managers (3), Content Writer, Developers (2), User Researcher and UX Designers (2)
Responsibilities
User Interview
Demographics
Target User
User Needs
Comparative Analysis
Mapping
Story Map
Empathy Map
User Flow
Wireframes
Interface Design
Prototype
User Testing
Our Process
Dual-Track Agile
We adopted a dual-track agile process with a design sprint that last for 2 weeks. Dual-track agile operates on the principle that product development should be cyclical and iterative instead of linear. This approach fosters extensive collaboration between the two tracks, enabling teams to validate product ideas swiftly and cost-effectively.
User Interview
Demographic
After understanding the problem, I collaborated with the User Researcher to identify the demographic, target audience and their requirements.
Target Audience (Couples)
The target audience for this project is couples with at least one child between the ages of 14 and 20.
Requirements (Needs)
Connect with other parents to discuss challenges.
Access useful resources pertaining to faith, lifestyle and parenting.
Be able to ask for prayers through difficult moments.
Comparative Analysis
As we begin to look at how to solve for the HNW Cultivation work, we want to make sure we understand our identified risks and solutions that exist in the market today.
Acceptance Criteria
Understand how these areas impact the experience
Identify solutions other platforms use to mitigate these risks.
Registration
Potential Risks/Opportunities
Sponsor donor numbers
Date of birth
Locate me
Zip/Postal code
Staying Engaged
Potential Risks/Opportunities
Stories of Impact
Updates on ongoing projects
Blog
Petitions
Campaigns
Learning Content
Potential Risks/Opportunities
Trivia
Virtual workshops
Training
Webinar
Additional Use Case
Potential Risks/Opportunities
Podcast
Gamification
Progression metrics
Stories
Mapping
We then created a story map using activities and highlighting the end-to-end journey required by the user to complete each activity.
Also, created an empathy map to understand what the user hears, sees, does and says using their persona, needs and interests.
Story Map
Empathy Map
User Flow
We utilized user flows to visualize the steps a user takes to achieve a specific goal within the product. This approach helped us understand the user's interactions with the product, identify gaps and potential obstacles, and ensure a smooth and efficient user experience.
Registration Flow
Login Flow - Account Already Exists - Need to filter to a specific list of users
Wireframes
Creating the user flow proved to be highly beneficial, particularly in enabling the development of high-fidelity wireframes. These wireframes provided a projected insight into what the final product's user interface could look like.
Interface Design
After establishing the wireframes we decided to create a production-level interfaces for an elevated look into the platform.
Prototype
Live Figma Prototype
User Testing
All testings were conducted on Microsoft Teams by presenting the prototypes to the demographic of couples defined in the user interviews.
We created a set of tasks (Questions) regarding key areas of the platform and allow them to interact with the prototype while we observe. After interacting with the prototype we ask them additional questions about it.
Demographic
Tasks
#1) Validate Parental Desire for Community Connection
#2) Determine the Credibility and Demand for WV as a Source of Parenting Advice
#3) Evaluate User Engagement and Interaction Preferences
#4) Identify Key Features and Enhancements for an Optimal Community Experience
Results
Task #1) Validate Parental Desire for Community Connection
6 out of 6 couples like the idea of a community hub
Task #2) Determine the Credibility and Demand for WV as a Source of Parenting Advice
5 out of 6 couples trust World Vision as a source of parenting advice
Task #3) Evaluate User Engagement and Interaction Preferences
LINDA: She prefers experiences where she can participate and contribute, suggesting that interactive elements are a plus for her.
CHRIS: Due to a busy schedule, is more interested in efficiency and would likely engage with content that is directly relevant to his interests, pointing to a need for personalized content delivery.
Task #4) Identify Key Features and Enhancements for an Optimal Community Experience
They appreciate the idea of a digital prayer wall, noting its innovativeness and potential as a regular engagement point.
The idea of non-tangible rewards (like digital badges) for completing challenges was positively received, as it might add an extra layer of enthusiasm for participation.
NOTE: This is not entire results acquired from the testing, incase you want more insight I can provide it to upon request.
Thank you for your time!
Overall Impact
We randomly split visitors 50/50 to see which variant has more impact on donor partners.
50% see Variant A (The legacy site)
50% see Variant B (Legacy site + Community Hub)
Post-launch A/B testing showed a 27% increase in completed donations and a 40% reduction in bounce rate on the exclusive donation page (Community Hub).
Future Endeavor
Conduct more tests to increase donation rate and reduce the bounce rate.