Cupid's Charity

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Fundraising for a cure through pantless fun & community.

Cupid's Charity

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Fundraising for a cure through pantless fun & community.

Cupid's Charity

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Fundraising for a cure through pantless fun & community.

cupids logo

"Vivianne really took the time to understand our organization and our goals. She delivered the results in a way that was clear, easy to understand and actionable, and we learned a lot of valuable information about our users."

Katie Doyle, Technology Manager

 

Cupid's Charity is a 501(c)(3) non-profit that exists to accelerate research for a cure for neurofibromatosis through fundraising and advocacy, with over $16.9 million raised since 2010. Their signature fundraising event is Cupid’s Undie Run, which consists of a mile-ish in their undies in mid-February. Cupid's Charities asked me to help them identify usability issues that might call for a change in their website's information architecture and/or visual design, understand their users' pain points, and ensure that their website is meeting their user users' needs.

My Role

In light of a recent redesign of their website and the approach of their largest fundraising event, Cupid's Charity needed a UX Researcher and UX Strategist  to quickly identify usability issues and pain points within their new designs in order to meet their strategic goals. 

Primary Contributions:

  • UX Research
  • UX Strategy

The Challenge

As the UX Researcher and UX Strategist on this project, my challenge was to: 

Highlight the experiences and information needs of prospective participants and their current audience.

Understand the experience of first-time visitors to their website.

Research user engagement with their website and brand, their audience's needs and pain points.

Apply best UX practices and strategy to create an inclusive community.

Guide Cupid's Charity in the implementation of design recommendations. 

As the UX Researcher and UX Strategist on this project, my challenge was to: 

Highlight the experiences and information needs of prospective participants and their current audience.

Understand the experience of first-time visitors to their website.

Research user engagement with their website and brand, their audience's needs and pain points.

Apply best UX practices and strategy to create an inclusive community.

Guide Cupid's Charity in the implementation of design recommendations. 

Goals & Approach

The goals for this User Research Engagement were the following:

  • Identify and resolve any issues pertaining to usability and UX
  • Establish a clear user flow through registration and the dashboard that’s easy and simple
  • Identify actionable UX insights
  • Applying usability testing and research to improve your planned approach to raising funds

My approach to this project covered three phases:

I. User Research

There were a number of user research tasks I needed to accomplish in order to help me understand current needs and potential solutions:

  • Review original needs and user stories to determine what's changed and what still applies since their website redesign.
  • Utilize UserTesting.com for research and usability testing.
  • Develop scripts/surveys to elicit helpful feedback to inform designs recommendations.
  • Conduct usability tests to see if users are able to complete core tasks crucial to usability.
  • Review users’ feedback regarding navigation and onboarding to enhance usability and the overall user experience.

II. Discovery
I developed a comprehensive questionnaire for the Cupid's Charity team that helped them explore the following: 

  • Business strategy
  • Positioning and competitive landscape
  • Project outcomes and aspirations
  • Audiences and engagement goals

III. Analysis & Recommendations
During this stage, I analyzed and synthesized all the data and information collected during user research, developed recommendations for the project, and presented them as a formal deliverable. The deliverable contained findings from my review and research, articulated their design and product requirements, and documented approaches for possible design revisions.

Goals & Approach

The goals for this User Research Engagement were the following:

  • Identify and resolve any issues pertaining to usability and UX
  • Establish a clear user flow through registration and the dashboard that’s easy and simple
  • Identify actionable UX insights
  • Applying usability testing and research to improve your planned approach to raising funds

My approach to this project covered three phases:

I. User Research

There were a number of user research tasks I needed to accomplish in order to help me understand current needs and potential solutions:

  • Review original needs and user stories to determine what's changed and what still applies since their website redesign.
  • Utilize UserTesting.com for research and usability testing.
  • Develop scripts/surveys to elicit helpful feedback to inform designs recommendations.
  • Conduct usability tests to see if users are able to complete core tasks crucial to usability.
  • Review users’ feedback regarding navigation and onboarding to enhance usability and the overall user experience.

II. Discovery
I developed a comprehensive questionnaire for the Cupid's Charity team that helped them explore the following: 

  • Business strategy
  • Positioning and competitive landscape
  • Project outcomes and aspirations
  • Audiences and engagement goals

III. Analysis & Recommendations
During this stage, I analyzed and synthesized all the data and information collected during user research, developed recommendations for the project, and presented them as a formal deliverable. The deliverable contained findings from my review and research, articulated their design and product requirements, and documented approaches for possible design revisions.

Results

The following was accomplished in this User Research Engagement:

  • Identifed missing information needs that were causing prospective participants to not signup
  • The need for body-inclusive branding within their underwear fundraising run event
  • Changes to messaging and branding on their homepage
  • The need to adjust SEO/key search words
  • Relabeling their top navigation with clear headings
  • Eliminating content that was zero engagement and caused confusion and frustration to their users

The following was accomplished in this User Research Engagement:

  • Quick feedback that allowed us to create iterative design
  • Easy, intuitive onboarding process
  • Research-driven visual designs
  • KPIs and a methodology/protocol to capture and engage UX metrics
  • Real insights from real users that reflected BeeWell's current and prospective patients
  • A product that evokes trust and is empathetic to the needs of their audience

The Process

A variety of tools and methods were used in order for me to deliver quantitative and qualitative insights:

  •  UX Best Practices
  • Remote Usability Testing (Unmoderated)
  • In-Person Usability Testing
  • Surveys & Interviews
  • Preference & Click Tests
  • Visual Attention Software
  • Net Promoter Score 

A total of 72 participants were involved in this User Research Engagement. 

cupids underwear run

Opportunities

Not only did I deliver actionable qualitative and quantitative insights, I also presented them a comprehensive list of opportunities they can take advantage of in the near future. Here a some examples:

  • Remember what you are fighting for: in light of the important research and work their fundraising efforts support, I reminded Cupid's Charity to prioritize that in their messaging. Research showed that participants want to know more about the driving force behind the charity.
  • Research-Driven Information Architecture: Cupid's Charity can now make adjustments to the organization of their website, allowing users to access top information needs more quickly and eliminate frustration within the registration process.
  • Words Matter: leverage SEO and key words in their website in order to elevate their visibility and access within Google search. 
  • Inclusivity in Imagery: their main fundraising event, a mile run in your underwear, isolated participants who didn't see their body type represented in their branding images. I encouraged them to remove barriers to participation by show their audience inclusivity within their events.

Vivianne Castillo  © 2018