Developing a multi touchpoint design strategy for CURE MN.
My Role
UX Researcher + UX/UI Designer
Tools
client interview, comparative analysis, deep dive research, touchpoint mapping, strategy mapping, high fidelity prototyping, video walkthrough
Methods and Tools
Figma, Figjam, Google Suite, Zoom
Client Overview
CURE is a non profit organization that addresses a broad set of environmental and social topics to restore the resilient communities and landscapes of greater Minnesota.
Project Goals
To design a multi-touch point strategy that would attract, engage, educate and sustain the involvement of more Minnesotan constituents for CURE.
Outcome
Our team of 4 created a multi-touch point strategy that increases visibility and awareness, increases ease of use, and educates and empowers our focus demographic.
Understanding the Foundation
Deep Dive Research
To get the lay of the land, our team did a research deep dive to into the landscape of nonprofits and trends regarding environmental and social advocacy to pinpoint where our areas of opportunity were.
71% of Millennials and 67% of Gen Zers say that the climate should be top priority to ensure a sustainable planet for future generations. (Pew Research Center)
YouTube was the most common place to view climate change information, followed by Facebook, TikTok and Instagram. (Pew Research Center)
42% of US adults said they were more interested in addressing climate change when they saw younger adults urging action on the topic. (Pew Research Center)
To compliment our findings, we also learned everything we could about CURE and it’s current operating and made a UX Strategy Guide.
Touchpoint Strategy Map
Next up? We worked together as a team to map out all the present and possible touch points that CURE uses in their work. Based on the insights provided by our research, we decided to limit our strategy to Youtube, Instagram and the CURE website to be more targeted.
Mapping it all out. (White boards really are the best.)
The Strategy
Through research and analysis of secondary data, we identified an opportunity for a shift in focus to target Millennials and Gen Zer’s in greater Minnesota through social media, email and youtube.
We suggested meeting this goal by increasing visibility and awareness, increasing ease of use, and educating and empowering our focus demographic.
Final Report
Tristan Deniet and Meriel McCall created screen flows that illustrated how our chosen user journeys could be accomplished.