PROJECT OVERVIEW

Compassion Sunday is a microsite that hosts a $1 million dollar event campaign owned by Compassion International and is also an opportunity for people to share their heart for children in poverty with a local event or their church. To get started, people learn about the event and can use planning guides. In addition, they would have to officially register their church.

My Scope:

User Research, UX Design, Voice-of-customer Analysis, Usability Study, User Flow, Quantitative Attitudinal Research, Usability Test, Heuristic Analysis

Tools:

Figma, Mopinion, Userlytics, Quantum Metric, Google Analytics, Microsoft Excel

Client:

Compassion International’s Compassion Sunday, Katy Issacson (Campaign Coordinator)

Duration:

4 Months; February 2022 - May 2022

My Role:

UX Design Intern II

The Team:

  • Me (UX Design Intern II)

  • Erik Carlson (Senior Manager of DX)

  • Jeff Thompson (Senior UX Architect)

  • Colin Sandlin (User Experience Specialist III)

  • Kristen Reyes (User Experience Specialist II)

  • Justin (Senior Software Developer)

  • Katy Issacson (Campaign Coordinator)

 
 

THE PROBLEMS

17% of customer support center feedback was related to users not knowing the event date and what they will be doing, leaving them frustrated with not enough information to participate.

User feedback through the Mopinion website survey feedback indicated that 21% of users don’t know enough about Compassion Sunday to move forward to participate.

 
 

WHY IS THIS A PROBLEM?

If users don’t know what/when Compassion Sunday is through the website or any of the email appeals, then less children would have the opportunity to be released from the 3 dimensions of extreme poverty.

 
 
 
 

THE GOAL

Use a human-centered design approach to discover how to improve the user journey of Compassion Sunday.

How might we understand the user’s decision-making process better to drive up the number Compassion Sunday events across the nation?

KPI’s, OKR’s

Increase planning guides ordered (10,000 guides)

Increase event registrations (2,000 events)

Increase new sponsorships (10,000 sponsorships

Reduce overall campaign budget

 
 

DESIGN APPROACH

 
 
 
 

VOICE OF CUSTOMER ANALYSIS

OVERALL OBSERVATIONS

  1. People felt frustrated with the lack of clarity of event logistics which hindered their decision making process to participate.

  2. People were on the site to learn more about the campaign, event and hosting

  3. People believed there was a lack of personalization on registration forms

WEBSITE FEEDBACK FORM

 

SUPPORT CENTER FEEDBACK

 
 

HEURISTIC ANALYSIS

I conducted a Heuristic Analysis with the entire UX team based on Nielsen Norman Group’s 10 Usability Heuristics for User Interface Design to see if there are any current usability violations

 

KEY VIOLATIONS

Minimalistic design & aesthetics - Homepage has 7 buttons. 3 of them go to the same page. What do we want users to click on?

Lacking user freedom and control - Looks like they are sending a guide in the mail regardless. This could be a huge waste of money from a print perspective.

Consistency & Standards - Logo doesn't go back to homepage as expected. Interested in learning more but where?

 
 
 

USER JOURNEY MAPPING

After realizing one of the heuristic violations was lack of user freedom and control with how users wanted to receive an event planning guide I was interested to see the user journey for people ordering a guide.

  • Users are only seeing mixed definitions of Compassion Sunday on the home page

  • Users wait one week until their planning guides come in the mail to understand the value proposition of Compassion Sunday

  • The date of the event is not clear

 
 

WIREFRAMING ITERATIONS

After realizing the importance of getting planning guides distributed and how the date was unclear for the Compassion Sunday event, I experimented with all the ways that would best show these two features

 
 
 

USER TESTING

We launched a moderated test through Userlytics with 6 current sponsors on their desktop. The sessions have been recorded to analyze and observe. We asked the users to use the method of ‘Think Out Loud’ where in they say aloud their thoughts and feelings at every step of the way.

USABILITY FACTORS

  • Clarity of information displayed (The date of Compassion Sunday, logistics, resources)

  • Intuitiveness of navigating through the website and getting started or planting a seed in their hearts

FEEDBACK ON SECTIONS

  • What date do they prefer to host Compassion Sunday

  • Overall thoughts about hosting an event

  • Motivations and hesitations to hosting an event

  • Motivations and hesitations to ordering a planning guide

  • First steps when decided to participate in Compassion Sunday

  • Digital vs. Physical planning guide copies

  • Testimonies section

  • Order planning guide forms page

 

USER DEMOGRAPHICS

 

KEY FINDINGS

  • Most users were motivated by the need of the children, more ways to present than the traditional presentation, hosting their Compassion Sunday with one or more other people.

  • The VR, Journey and alumni speaker had positive results besides the thought of cost and feasibility

  • Displaying the VR, Journey and alumni speakers on the website drives motivation to volunteer for an event

  • Tell them its free and covered by Compassion - but the requests would go up, but how do we mitigate that?

 

Recommended Design Deliverables

I noticed that there was an extra website about enriching your Compassion Sunday event that was separate from the Compassion Sunday microsite so I combined the two microsite homepage and the enrich your Compassion Sunday into one website.

I tested this with users and 100% of all users liked the VR experience yet it was not on the main Compassion Sunday microsite.

 

Ordering Planning Guide Forms

Resources Page

BEFORE & AFTER

 
 

Additional Opportunities: Webinar Series Before Start Date

  • Bringing in a Relationship Manager to discuss a bit of logistics for alumni speakers

  • An alumni graduate to talk about their touching story

  • Have the Campaign Manager to discuss information about Compassion and give a bit of background about Compassion Sunday

  • Bring in a recent Compassion Sunday host who will share their experience hosting


 

WHAT I LEARNED

This was the biggest project I’ve worked on by myself. It consisted over 12 or more micro-sites attached. It was the first time doing a user testing all by myself through a platform called Userlytics, with people who are the actual users. When interviewing one of the users, one of them even cried because her experience was difficult to deal with. User testing allowed me to see the problems from users' perspectives. I challenged myself to think of a lot of iterations, present them to my Senior Manager, Leads and level 2, and test them with users. I took advantage of our current users UX panel to ask for feedback proactively. I didn’t get to see this specific website launch at the end of my internship. If I have more time, I would continue to gather user feedback and make improvements on v2.