.png)
Radius Church
Radius Church is a local church located in the St. Petersburg area of Florida. Every year, they provide free Thanksgiving meals to people in the community who are in need. As the number of meal requests grew larger, they realized they needed a better digital system for logistics, communication, and meal sign-ups. We utilized the research conducted by the church to design a landing page and improve the user flow journey for this project.
.png)
Project Overview
Team: Kelsey Dilenik, Disha Bonner, Judith Jean-Francois, Arshia
Deliverables: Research Presentation, Wire Flow, Solution, Low-Fidelity Design, High-Fidelity Design, Setting Up Wix Landing Page
Tools: Figma, Figjam, WIX Website Builder, Google Suite
Duration: 4 months
Background
For the last nine years, Radius church has been serving the local community at Thanksgiving. In 2023, they delivered over 850 meals to families. The continued growth of this effort has made communication, community partnership, and logistics more difficult.
In July of 2023, the Tampa Bay UX Group met with Radius to try to understand their current processes and provide recommendations around how they might be able to continue to scale up their efforts and achieve their goal of delivering 2,000+ meals.
Current State
Phases
-
Plan: Actions, communication, and activities associated with preparing for delivery day.
-
Collect: The collection of food, money, and resources that aid in the preparation for delivery day.
-
Deliver: All activities associates with moving food from Radius out into the community.
-
Follow-Up: Communication with volunteer and community partners regarding the success of the event and showing thanks for their help and support.
Department
-
Operations & Support: Provides strategy and support to ensure every department has what they need to complete their tasks.
-
Marketing: Inform the community of what is going on and invite people to volunteer their time and/or resources to the effort.
-
Donations: Food and Money donated to ensure meals can be delivered.
-
Community Partners: Local businesses and non-profits that amplify the marketing and donation messages out to the community.
-
Volunteer Outreach: Connecting with people to aid in execution.
-
Logistics: Behind the scenes tasks that ensure a smooth process
-
Execution: Moving food to their destinations.
Pain Points
After conducting initial research and gathering data from the church, we identified pain points for all stakeholders involved. Our design aims to make the process of requesting meals seamless, while also assisting the church in managing the inflow of volunteers and food deliveries from sponsors.
Design Process
Our Design Sprint Process begins with gathering information from stakeholders. Once we are clear about the pain points mentioned earlier, we start the design process by brainstorming and affinity mapping. These techniques are valuable for teams in the UX design process as they encourage collaboration and creativity. The process helps the team to generate diverse ideas, allows active participation, and expedite decision-making when working on the design sprint project.
User Persona
When it comes to creating personas, I enjoy using my observation skills, which I mastered as a teacher, to learn about users' behaviors and patterns. This part of the design process is particularly enjoyable to me, as it combines my passion for learning about the human brain and behavior. We created user personas to help sus stay anchored in finding user-centric solution.
Problem
Based on the current state analysis of the process and associated pain points, we identified 3 problems that needed our utmost priority in this Service Design Project
How might we improve communication with recipients in a way that helps them to feel, seen, supported, and sets expectations
for delivery day?
• Ask recipients for their preferred contact method
• Have volunteers call recipients to set expectations
• Send automated messages to confirm sign-up/delivery
• Ask recipients to send photos and stories to better understand
the impact of the deliveries
How might we better manage sign-ups to reduce duplicates and ensure that recipients and drivers are aware of what they have signed up for/been signed up for?
• Volunteer sign-up standard operating procedures
• Calculate how many recipients per volunteer to figure out the need
• Create a family onboarding kit
• Share information with volunteers via Social media
• Automated messaging
• Web site
• Mail chimp campaign
• Provide regular communication with volunteers to prep them for delivery day
User Journey Flow
I created user journey flow to understand end to end flow of a user visiting the landing page, requesting a meal, to signing up for a meal, to getting a confirmation. Using the scenarios of things that can go wrong, helps me stay focused on helping users with seamless digital experience.
Recommendation to Stakeholders
HOW MIGHT WE BETTER MANAGE SIGN-UPS TO REDUCE DUPLICATES AND ENSURE THAT RECIPIENTS AND DRIVERS ARE AWARE OF WHAT HAVE SIGNED UP FOR/BEEN SIGNED FOR?
Lack of knowledge about the meal delivery process can cause cognitive overload and confusion for volunteers and recipients. Therefore, the Church requires a smoother system with some level of automation for
everyone involved in the process.
We identified three main components of the problem that Radius would
like to address through the service design plan. We have learned that brand identity, brand mission, and values are of utmost importance to Radius. The three main components of this problem are:
1. Reduce the duplicates with sign-up forms
2. Give appropriate reminders and information to the recipients
3. Reduce the walk-ins and failed deliveries
Community is a big part of this whole process. Radius does not want to lose their personal touch and community building in this process. Their goal is to make recipients feel seen and heard and be a part of their Church community.
Radius needs to leverage some technology so they can achieve these tasks without losing their values.
For the solution, we focused on three key areas:
• Culture: By understanding the Church's culture and values, we were able to create a community-based solution rather than a technology-based one.
• Process: Understanding the service design process is essential to creating a better workflow and finding a product that can serve this process. Financial constraints and culture influenced the product we chose to serve the community.
• People: Our solution must address the needs of all stakeholders. Therefore, it is important to empathize with the recipients, volunteers, and Church staff in this case.
1. Streamline the Sign-up Forms
• To streamline the sign-up process and reduce duplicate entries, Radius Church needs a system that can store information in a database. Using a system like WordPress or a CRM would be a valuable asset, as it would allow stakeholders to create a better sign-up form and store data year after year.
• Streamline the sign-up process by including a more detailed questionnaire that helps Church staff understand users' preferences. For example, users can specify their preferred method of communication, preferred day/time for meal delivery, or whether they prefer pick-up options. By asking these detailed questions, Radius can gain valuable insights into our recipients and reduce the number of failed deliveries and duplicates.
2. Leverage Automated Email Campaigns.
• Email automation can help Radius Church engage and inform its community members more effectively. Unlike manual campaigns, automated emails can run in the background while Church staff tend to other valuable tasks. With automation, the Church can send personalized emails to each individual and find ways to attract new members and sponsorships.
• To avoid duplicate sign-ups, users should receive an automated email confirming their sign-up for the Thanksgiving meal, along with the day and time of delivery. This helps users feel comfortable and cared for, as it can be unnerving not to receive any confirmation after signing up, which may lead to confusion.
• By sending multiple reminders of upcoming community events, the Church can maintain a personal touch and make the recipients feel heard and seen. Additionally, the automated email campaign can keep volunteer drivers informed throughout the process.
3. Leverage Social Media to Inform Volunteers/ Recipients
• Social media is a great tool for informing recipients, volunteers, and community members. For example, Facebook allows us to create events and invite people, so we can use it to advertise and inform about events at the Church. With 90% of the US population using social media, it has become a big part of our lives and affects our decision-making. Furthermore, it builds trust in the brand. Data shows that not having a social media presence can have a negative impact on the brand.
• Creating an event on Facebook gives volunteers an automated reminder about delivery dates. This automated system is free and can help build a strong
community.
Low Fidelity Design
I gathered KPIs and data from the church and used them to design a mid-fidelity wireframe, which I presented to the stakeholders. This helped me gain insight into the needs of both the users and the church. My primary goal with the design was to ensure that users were fully aware of the process and not confused by it. I aimed to create a seamless process that would eliminate the need for phone calls and inquiries from users to the church. This would allow volunteers to focus on more important tasks instead of answering phone calls about the sign-up process.
Design System
I immediately started working on a design system to ensure that I maintain consistency with the brand identity. The color palette that I selected was in harmony with the flyers that were already being circulated by the church in the community. This helped me bring the overall design to life with a cohesive look and feel.
High Fidelity Iteration
High Fidelity Final Design
By optimizing the hero image for the landing page, we can really enhance the messaging and purpose. It is another way to draw users' attention to our primary CTA.
Reducing CTA's can really help users draw attention to the most important task we want them to perform on our landing page. If the purpose of the landing page is to Donate then we want to highlight that first. However, in this case the purpose of the landing page was for users to sign up for free meals or sign up for volunteering. By taking out our donate button, we made the landing page simpler. Using Hick's law to provide minimal choices maximizes the action the user will take on our landing page.
Images of the past event and video messaging helps users understand the process deeper. It also gives users a sense of belonging to the community efforts. Our goal with this landing page was to meet users' needs without overloading them with the information. Ambiguity creates doubt and mistrust. By providing all the information upfront, we create trust and equity in the brand.
Website Analytics
Looking at landing page analytics is crucial for UX designers because it provides them with valuable insights into how users interact with the landing page. Here are a few reasons why it is important:
1. User Behavior Analysis
2. Performance Evaluation
3. Conversion Rate Optimization
4. Iterative Design Improvement
5. Justifying Design Choices
In summary, landing page analytics provide UX designers with user behavior insights, help evaluate and optimize design performance, enable conversion rate optimization, support iterative design improvement, and assist in justifying design choices.
