CURE

Multi-Touchpoint Design Strategy

My Role

  • UX Researcher

    • Stakeholder Walkthrough

    • Content Audit

    • Strategy Guide

    • Multi-Touchpoint Map

  • UX Designer

    • Personas

    • Scenarios

    • Sketches

    • Digital Wireframes

    • Interactive Prototypes

Tools

  • Figma

  • Figjam

  • Zoom

  • Quicktime

  • iMovie

  • Slack

Client

CURE is a non-profit organization that aims to educate and connect with rural Minnesotans on environmental, economic, and energy policies and practices that are affecting them and their communities, ultimately leading to a better future for everyone. The organization achieves this through numerous touchpoint along their primary users journey such as social media, events, and their website. Cultivating such a community is possible with a design strategy that is implemented effectively and with a purpose. CURE tasked my team with designing a strategy to reach new users, engage the users that already exist, and effectively turn clicks into action and connections. 

Goals

Who will our strategy impact?

Users

    • Rural Minnesotans

      • Environmentally conscious

      • Desire to maintain healthy environment

      • Value renewable energy

      • Economic sustainability within community

    • Rural Millennials

      • Environmentally and economically conscious

      • Involved in community

      • Using social media

      • Ages 27-42

To gain an understanding of the primary users and the audience that we wanted to target within the project, my team used numerous research methods to gain insights. Our stakeholder walkthrough provided us with a tremendous understanding of the primary users; rural Minnesotans. While the business goals were made clear, implementing a design strategy to meet these goals was ambiguous. To decrease the unknown, my team used the following secondary research methods to identify and understand our target audience, their goals, entry points, and to ultimately mold an effective design strategy supported by prototypes of existing touch points:

  • Stakeholder Walkthrough

  • Content Audit

  • Strategy Guide

  • Multi-Touchpoint Map

Discovering what Cure, and other similar organizations, is currently doing to find pain points and opportunity areas to ultimately build the foundation of our strategy.

Content Audit

A content audit was done to determine the current state of CURE’s touch points such as their website, social media accounts, and email communication. This method afforded my team insight into the opportunity areas and pain points for CURE. Delegation of 4 main areas occurred and I was responsible for the user demographics and goals. From here, I created a multi-touchpoint strategy map for my team to use as framework for our design strategy.

    • Goal/mission statement is unclear

    • Difficult process to get on email list

    • Social media presence is not tailored for primary users

    • No consistency with events on socials and website

    • Growing social media engagement

    • Simplify email sign-up

    • Consistent events pages

    • Increase accessibility with color, hierarchy, and buttons

    • Consistent calls to action

    • Intriguing welcome emails

    • Navigation between socials and website

Multi-Touchpoint Strategy Map

I designed the persona and the multi-touchpoint strategy map to demonstrate the ideal touchpoint journey that our target audience should take. This map presents a clear picture to stakeholders and other members of the product team what the guiding strategy should be for the whole user experience, where the pain points may be, and what opportunity areas exist. Using this map as a framework for our design strategy, my team focused on the awareness and education phases for our prototypes as they were deemed to be most important through our stakeholder interview, content audit, and secondary research.

  • “All user experience touch points for CURE will help rural Millennials to feel inspired and motivated so they are compelled to engage in environmental sustainability in their communities.

    We will do this by focusing on a consistent marketing strategy across all digital touch points. As a result, we hope to see increases in both awareness and participation.”

  • Sonny

    • Age: 32

    • Location: Rural Minnesota

    • Traits: Outgoing, hard-working, family-oriented, active in community

    • Values: renewable energy, sustaining environment, economic development within community

“As we’ve changed how we work, we don’t necessarily have 
great entry points for how people can get connected.”

- CURE Stakeholder

A strategy designed to increase awareness of CURE, educate rural Minnesotans on agendas affecting their livelihood, and engage and reach a broader audience to promote advocation of the organization.

Increasing Awareness of CURE

Making our target audience of rural millennials aware of a company they don’t know exists is no small feat. Driving social media content to engage users was one way my team approached this issue. I was responsible for an example Instagram post that represents a new way to reach the desired users.

    • Youtube, Facebook, Instagram, and Pinterest are the 4 most used social media platforms in rural communities.

    • Millennials are migrating to rural communities and are active on these platforms.

    Sources: "Long-Term Population Projections for Minnesota,” (Minnesota State Demographic Center, 2020).

Educating Rural Minnesotans

Educating the rural population on the issues and concerns relating too economics, energy, and environment remains a top priority for CURE. My team designed example Facebook and Pinterest educational posts that showcase causes, issues in rural areas, events, general information, advocacy, and ways to get involved. An events/volunteer page was designed for users to gain more insight into CURE and get involved.

    • Events: Hosting or participating in events can provide an opportunity for face-to-face interaction.

    • Social Media Posts: reach a broad audience with direct engagement. (Higher percentage of direct posts than re-shared content.)

    Source: https://angeloakcreative.com/nonprofit-touchpoints-four-tips-for-creating-champions/

Engaging Audience to Promote Advocation

These two phases of our design strategy are a revolving cycle that ideally will never end. A newly designed homepage will great users with a clear mission statement, calls to action, and accessibility at the forefront. From there, users will now be able to view and register for events in their area, easily sign-up for an email newsletter, and get linked to CURE’s social pages.

    • Website: A well-designed and informative website can serve as a primary touchpoint for many non-profits.

    • Email: Regular email communication, such as newsletters or updates, can help keep the audience engaged.

    Source: https://angeloakcreative.com/nonprofit-touchpoints-four-tips-for-creating-champions/

Implementing Designs Into Our Strategy

A promotional social media ad giveaway, along with a simplified email signup modal was designed to further engage users, reach a broader audience, and increase awareness of Cure.

Instagram Promotional AD

Walkthrough of Instagram AD interactive prototype.

    • 3rd leading social site for millenials.

    • Reach a more diverse population.

    • Growing a following on short-video platforms such as Instagram and Tik-Tok is an effective segue into growing a YouTube account.

    Sources:

    Survey of U.S. adults conducted Jan. 25-Feb. 8, 2021. “Social media use in 2021”. https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/.

    https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/pi_2021-04-07_social-media_0-04/

Website Email Sign-Up

    • Increase in sign-up with pop-up vs static state

    • Incentive based pop up triples sign-up rate* (instagram app showcases this)

    • 3-10 second window of engagement before pop-up

    *Source: https://www.campaignmonitor.com/blog/email-marketing/why-signup-popup-forms-work/