Led a team to strategize and design a web experience for volunteers & alumni of the Girl Scouts
Project Summary
While at Salesforce, and leading our Envision strategy process, I led a strategy and design engagement to create a new web experience for The Girl Scouts of America.
This project’s goal was to re-engage with former volunteers and alumni to once again become part of the movement.
Project Details
Role :
Design Lead
User Researcher
Duration :
10 weeks
Tools :
Miro, Sketch
Deliverales :
Challenges
Member Attrition
User Experience
Like many associations, the Girl Scouts saw a decrease in membership, as well as volunteers to lead troops, which created a severe limitation on the association.
They also saw large decreases in Girl Scout alumni engagement. The association strategized that if the trend continued, the future of the association would be in jeopardy.
Results
27% increase in new volunteers
42% increase in bringing back alumni
Created new membership and donation models
Process
We used a standard design thinking process for the project.
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
PROTOTYPE
TEST
Key
Team Members
Design
Lead
(me)
User
Researcher
(me)
UX
Designer
Visual
Designer
Research
We came into the project and started focusing on research interviews with SMEs, volunteers, former volunteers and alumni to understand how the association could stem the losses. From there, we created personas and journeys for both Alumni and Volunteers, and then conducted a series of workshops with key stakeholders within the association, including with the Girl Scouts C-level executive team.
Design
We then concepted and designed these experiences and provided the Girl Scouts with a framework and playbook to execute the creation got these experiences with their internal development team.
Home
Work
About
ideas
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