Compassion’s My Account - Conducted Voice of Customer Analysis User Research to Increase Engagement, Additional Sponsorships, Letter Writing, and Additional Giving in the “My Account” Space
PROJECT OVERVIEW
For my internship at Compassion International, I came in to work on the “My Account” space alongside another Designer. A service management tool offered to Compassion.com sponsors. The ‘My Account space allow Compassion’s sponsors to track their sponsored child, write letters to their child, give donations, view payments, obtain tax receipts, and more.
My Scope:
User Research, UX Design, Voice of customer analysis, design sprint (stakeholder interviews, journey map, crazy 8s, user testing)
Tools:
Figma, Quantum Metric, Google Analytics, Mopinion Survey, Userlytics, Miro
Client:
Compassion International
Duration:
17 Week Sprint; February 2022 - May 2022
My Role:
UX Design Intern II
Team:
Me (UX Design Intern II)
Erik Carlson (Senior Manager of DX)
Jeff Thompson (Senior UX Architect)
Colin Sandlin (User Experience Architect III)
Kristen Reyes (User Experience Specialist II)
Justin (Senior Software Developer)
WHAT IS COMPASSION INTERNATIONAL? - 3 MINUTE VIDEO
Compassion International is a non-profit organization that helps bring children who live in the extreme poverty index, where they lack the three dimensions of necessities for everyday life.
THE PROBLEM
Within the last 2 years (2020-2022), there were 2,137 negative reviews about the My Account space from 4 different sources such as a feedback survey, website reviews, mobile app reviews, and support care feedback.
We wanted to figure out what the main issues and opportunities were — What are our customers saying?
OUTCOME
With our user research, we were able to start implementing changes to the “My Account” space of Compassion.com —
So far we’ve conducted the following sprints to make improvements:
Gift giving within My Account based on key insight #6 in the My Account Voice of the Customer Report and came up with solutions to test based on the following how might we statements
THE GOALS
We wanted to make sure customers had a clear way to achieve their goals but it was not happening. They went in the “My Account” space and 60% DID NOT achieve their goals.
What were these goals they could not achieve?
Increase MAU engagement, additional child sponsorships by 13%+, letter writing 5%+ and giving gifts to child 10%+ within My Account.
METHODOLOGY
Gather voices from 4 different sources
Feedback Survey
Website Reviews
Mobile App Reviews
Support Care Center Feedback
Within Miro and Airtable: We took 2,137 customer reviews in 4 different sources which were about the “My Account” space, and reviewed and analyzed all the feedback.
AIRTABLE
4 different tabs to separate each source of data
Columns consisted of the rating, their loyalty to Compassion, their review, area of improvement and other details
MIRO
We exported and pasted 2,137 reviews from the Airtable data reviews into Miro
Found themes, sub-themes, and kept probing to dive in
QUANTITATIVE DATA FROM MOPINION FEEDBACK SURVEY
Our users are very loyal and active, we put a feedback form active within My Account to gather feedback on what people’s goals within the “My Account” space were.
Customer Effort Score (CES) —
2.6/5.0 average
30% said it was very difficult to navigate
KEY DELIVERABLE
The deliverable is an executive summary to the entire non-profit organization, the digital experience team, and key important stakeholders. We made recommendations for each of the insights we found within the VOC analysis.
The top 3 insights include:
Sponsors could not cancel their sponsorship online
Huge usability issues in letter writing process
Lack of transparency when giving gifts
USABILITY TESTING — “Child Gifts” in My Account - a new way to give
We wanted to aim to solve key insight #6: imited Options and Lack of Transparency for Gift Giving.
We launched an unmoderated remote test through Userlytics with 5 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.
How might we show users their impact of giving or potential giving to help increase recurring gifts while simultaneously cultivating connection to Compassion?
How might we create a personalized experience for users to discover all giving options and help them decide the best ways to give and increase overall gift giving?
USABILITY FACTORS
Appeal of new design (layout, icons, colors, etc.)
Clarity of information displayed (rules around gift giving, different types of gifts, impact of gift)
Intuitiveness of navigating through different gift types and adding a child gift to cart in new layout
TEST GOAL
To test the new design for its usability when giving a gift, desirability of more gift options, as well as confirm the clarity of the language used around the rules of giving and the impact of a gift.
TEST RESULTS
The following is an overview of the data that supports the key findings
BREAKDOWN OF CURRENT EXPERIENCE
THE NEW EXPERIENCE
REFLECTION // LEARNINGS
Outside of this report revealing foundational issues for us to improve upon, it also revealed how much we can learn from an analysis of data collected from our Supporter Care team. As we continue to strategize a cadence of voice of the customer analysis reports, the DX team will prioritize testing solutions for these insights to help improve the sponsorship journey within My Account. Because my internship ended, I will not be part of the improvement process, however, the thematic analysis of qualitative data I helped conduct will be useful on-going.
