Redesigning Change.org

Ironhack proposed us as a project to improve a user experience of government website or NGO. In my case I chose Change.org, a platform to generate petitions to collect signatures and transfer them to power groups to change laws or regulations.

That’s how it looks:

After doing a heuristic analysis I started my research phase doing some interviews and some surveys that gave me very relevant data about the problems that the users had and about their expectations, needs and objectives.

The methodology that I followed in my redesigning process was design thinking and its steps were as follows:

Design Thinking process for Change.org

With the Lean Survey Canvas I thought what I needed to know and that’s what I already knew. So I was able to better address my questions in this first phase.

The important points were: • If users are familiar with the product • If they would sign • If they would be partners • Whether emotional information serves as a trigger for becoming a member.

After a participation of 80 people in a Typeform and 10 interviews the main data were:

The main factors for their involvement would be: Charity, Solidarity, Rebellion, New experiences and By factors that impact in its proximity.

I drew an Affinity map to relate ideas and concepts that have come out and considered important:
Sloth, Apathy, Little time, Emotional sensitivity, Consciousness of success, Implication for closeness, Empathy, Satisfaction to help, Too much involvement, Effort without reward, Reality produces sadness.

Based on what I understood, I defined what my proto user would be in a profile. I also tried to understand his feelings, feelings, fears, insecurities, likes, hearings, what he sees … This is mapped in an Empathy Map.

After this, I asked some user stories to understand what needs Paz had that they would get involved with our product.

  • Social support
  • Feeling rewarded
  • To feel reflected
  • Social recognition

The result of my first Wireframe:

This first version contained those aspects that I had considered fundamental.
1) We explained the how it works by transmitting simplicity in order to alleviate laziness or apathy.
2) We make the platform a more social environment following the guideline that most of our users come from social networks and need social recognition.
3) Victories: A fundamental element that our users need as an emotional trigger
4) Added tags that filter the content of proposals and bookmarks to improve the consumption of information

Improvement of the request process funnel. From 5 steps we reduced it to 3.

After this first iteration came the need to move the focus to mobile. So I continued the process of improvement for a webapp. The prototypes of the second phase are as follows:

As you can see I used some elements of material design for the form.

Finally in a 3 iteration I focused on generating a process of generating request that expressed much more fluidity and give the product a more sophisticated aspect. The typeform model helped me to generate a form where fields were more fun to fill.

Home

Main menu

Petition Form

On the other hand I defined as it should be the process of becoming a member and donating. 3 simple steps represented in cards on one screen. During the process messages are conveyed that strengthen the importance of involvement and once again we appeal to the victories achieved.

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Mar Sierra Guillén

Written by

Digital Analyst/CRO & UX designer

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