Community Hub®

World Vision • 2024

The Community Hub is World Vision’s private platform designed for donor partners (users) to connect, learn, and request prayers. The Connect feature allows users to engage in various discussions, where they can react, comment, and respond. Unlike Connect, the Learn feature offers courses such as the MasterClass, a parenting resource for interested users. Additionally, the Prayer Wall feature enables users to request prayers from others, and they can also react, comment, and respond to prayer requests as well.

Case Summary

World Vision, a charitable organization, is interested in developing a community platform for their High Net-Worth (HNW) prospects. This platform, the Community Hub, aims to provide resources on discipleship, identity, mental health, technology use, generosity, and financial stewardship.

The need for such a platform became evident after conducting research at various social gatherings. During these events, individuals were asked about their needs, concerns, and frustrations as parents with children. The majority expressed similar concerns about raising children in wealthy environments. They also highlighted the use of technology as a significant concern for their children.

I have been hired as a freelance user experience designer for three months to tackle this challenge. My role involves collaborating with key stakeholders to build a platform that HNW prospects can use to access various resources, empowering them in their parenting journey.

Problem Statement

High Net-Worth (HNW) parents face challenges in raising children around wealth and managing their technology use. They need a community platform with resources on discipleship, identity, mental health, generosity, and financial stewardship to support their parenting.

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

  1. Understand how these areas impact the experience

  2. 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.

Home.png
Discussion Board.png
Learn.png
Prayer Wall.png

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!

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