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Enhancing Volunteer Opportunities to Boost Engagement

Enhancing Volunteer Opportunities to Boost Engagement

Enhancing Volunteer Opportunities to Boost Engagement

COMPANY

Personal Project

Personal Project

ROLE

UX/UI Designer

UX/UI Designer

UX/UI Designer

EXPERTISE

UX/UI Design

UX/UI Design

UX/UI Design

YEAR

2023

2023

2023

Overview

Overview

There is an overall downward trend in the number of volunteers, leading to nonprofit organizations struggling.


Post-pandemic, the decline in volunteerism poses significant challenges for nonprofit organizations, exacerbating existing strains and placing insurmountable stress on their operations. Nonprofit organizations rely heavily on volunteers to fulfill their missions and deliver essential services to communities. When volunteer numbers dwindle, nonprofit organizations may struggle to meet the needs of their constituents and provide essential services, leading to increased workload and stress on staff members who must fill the gaps left by volunteers. This strain on staff can result in decreased morale, productivity, and job satisfaction, impacting the organization's overall effectiveness and sustainability.


The reason for the dwindling number of volunteers as Mark Snyder, director of the Study of the Individual and Society at the University of Minnesota, stems from a lack of free time to commit:


“Younger generations today are much more likely to work several jobs, more likely to have to share places to live long past the college roommate stage of life,” said Mark Snyder, director of the Center for the Study of the Individual and Society at the University of Minnesota. “These are barriers to getting involved. They are not all blessed to have the discretionary time to go out and volunteer.”


"The COVID-19 pandemic also played a role, as closures and fears about getting sick led some people to break their volunteering habit. Some did not return, instead putting their attention on their families or, as local United Ways report, their own needs for help with food, rent, utilities and health care.”

There is an overall downward trend in the number of volunteers, leading to nonprofit organizations struggling.


Post-pandemic, the decline in volunteerism poses significant challenges for nonprofit organizations, exacerbating existing strains and placing insurmountable stress on their operations. Nonprofit organizations rely heavily on volunteers to fulfill their missions and deliver essential services to communities. When volunteer numbers dwindle, nonprofit organizations may struggle to meet the needs of their constituents and provide essential services, leading to increased workload and stress on staff members who must fill the gaps left by volunteers. This strain on staff can result in decreased morale, productivity, and job satisfaction, impacting the organization's overall effectiveness and sustainability.


The reason for the dwindling number of volunteers as Mark Snyder, director of the Study of the Individual and Society at the University of Minnesota, stems from a lack of free time to commit:


“Younger generations today are much more likely to work several jobs, more likely to have to share places to live long past the college roommate stage of life,” said Mark Snyder, director of the Center for the Study of the Individual and Society at the University of Minnesota. “These are barriers to getting involved. They are not all blessed to have the discretionary time to go out and volunteer.”


"The COVID-19 pandemic also played a role, as closures and fears about getting sick led some people to break their volunteering habit. Some did not return, instead putting their attention on their families or, as local United Ways report, their own needs for help with food, rent, utilities and health care.”

The Problem & The Solution

The Problem & The Solution

Problem

Finding volunteer opportunities is often an overwhelming and inefficient process. Many platforms lack personalization, making it difficult for users to discover opportunities that align with their interests, schedules, and locations. Additionally, intrusive and lengthy sign-up processes deter potential volunteers, while poor engagement features fail to retain long-term participation. These issues create barriers to entry, discouraging people from volunteering despite their willingness to contribute.

Business Goal

Design a solution that simplifies volunteer opportunity discovery, increases engagement, and removes friction from the sign-up process, ultimately leading to higher participation rates and sustained volunteer commitment.

Solution

Develop an intuitive volunteer platform that personalizes opportunity discovery through location-based and time-based filters, streamlines sign-ups by reducing intrusive requirements, and fosters engagement with social features such as group chats, networking tools, and incentive-based participation.

Testing & Optimization

To validate and optimize Voluntize!'s design, test users were tasked with finding and signing up for a volunteer opportunity that matched their specific interests and availability.


Throughout development, gathered feedback on wireframes, low-fidelity prototypes, and high-fidelity prototypes through multiple iterative rounds.


Conducted usability testing to assess how efficiently users could discover opportunities, navigate the platform, and complete the sign-up process without frustration.

Comparing Against Direct and Indirect Competitors

Comparing Against Direct and Indirect Competitors

I conducted a competitive analysis to understand how competitors bring forward volunteering opportunities. I focused on the existing capabilities, successes, and limitations to determine how Voluntize! can innovate the field and increase volunteerism. The major insight I discovered was that the competitors have seemingly overlooked the crucial value of a mobile app. Since Voluntize! functions as a volunteer board, it can be compared to LinkedIn, a popular job board. Notably, LinkedIn receives 43.1% of its traffic from mobile devices, with 48.5% of its app users active on a monthly basis. These statistics underscore the importance of a mobile-first design for Voluntize!, as mobile app usage trends continue to rise. This approach ensures a familiar and convenient pathway to volunteering, which is crucial for encouraging ongoing app usage and sustained volunteer engagement.

Understanding Former Volunteers

Understanding Former Volunteers

As a former volunteer at multiple organizations both at school and outside of school, I couldn’t base the project on my own experiences. Instead, I gathered individual students to ask them questions about volunteering.

These questions were broken down into three categories:

  • Interviewee’s volunteer experience and preferences

    • Inquires about past volunteer experiences, preferred types of volunteer work, and areas where they believe volunteer opportunities are lacking

  • Interviewee’s motivation and awareness

    • Inquires about the motivations for volunteering, how to discover volunteer opportunities, and the factors that could drive engagement and awareness.

  • Technology & Access

    • Inquires about using technology to find opportunities, challenges in using technology, and preferences for possible features in a volunteer board platform.

After the general interview, I also conducted usability testing on the previously noted competitors through my interviewees. Interviewees were given a competitor and had the task of using the given platform, discovering an opportunity that spoke to them, and imitating the registration process.

Voluntize!'s Target Audience

Voluntize!'s Target Audience

Using personas helps in focusing on a specific target audience. The fictional personas below were created to give a solid general feeling about the lives of Voluntize!’s potential users, and to see how Voluntize! can help alleviate their problems.

Affinity Maps for Interviews

Affinity Maps for Interviews

The Main Insights

The Main Insights

Theme One: Empowering Personalized Volunteer Engagement

Theme One: Empowering Personalized Volunteer Engagement

Theme Two: User-Friendly and Efficient Volunteer Sign-Up Process

Theme Two: User-Friendly and Efficient Volunteer Sign-Up Process

Theme Three: Engaging and Empathetic User Experience

Theme Three: Engaging and Empathetic User Experience

“I’d love to volunteer but it’s hard to find good opportunities. I mean let’s say I find something I’m passionate about, what are the chances the time commitment works with my schedule? Not very likely.” - Test User #1

“I’d love to volunteer but it’s hard to find good opportunities. I mean let’s say I find something I’m passionate about, what are the chances the time commitment works with my schedule? Not very likely.” - Test User #1

Takeaway: Personalization and Convenience


  • Provide location-based and time-based filters to tailor volunteer opportunities to user preferences.

  • Offer easy application processes and remote options to enhance accessibility.

  • Personalize the volunteer experience to align with individual interests and schedules, increasing participation rates.

Takeaway: Personalization and Convenience


  • Provide location-based and time-based filters to tailor volunteer opportunities to user preferences.

  • Offer easy application processes and remote options to enhance accessibility.

  • Personalize the volunteer experience to align with individual interests and schedules, increasing participation rates.

“After looking at the other players in the space, I feel like it’s very obnoxious to have a lengthy and invasive sign-up process. I understand that the organization likely wants to check my background and dissuade those not fully committed, but that is a time sink for something I might not like or something that’s just a one-time event.” - Test User #2

“After looking at the other players in the space, I feel like it’s very obnoxious to have a lengthy and invasive sign-up process. I understand that the organization likely wants to check my background and dissuade those not fully committed, but that is a time sink for something I might not like or something that’s just a one-time event.” - Test User #2

Takeaway: Non-Intrusive and Streamlined Sign-Up


  • Create a streamlined and non-intrusive sign-up process to improve user onboarding.

  • Avoid requesting sensitive information to alleviate user concerns and enhance the experience.

Takeaway: Non-Intrusive and Streamlined Sign-Up


  • Create a streamlined and non-intrusive sign-up process to improve user onboarding.

  • Avoid requesting sensitive information to alleviate user concerns and enhance the experience.

“I was surprised by how the competitors looked …. it kind of felt like I was looking at a medical web page. It looked so sterile? Joyless?” - Test User #1

“I was surprised by how the competitors looked …. it kind of felt like I was looking at a medical web page. It looked so sterile? Joyless?” - Test User #1

Takeaway: Comfortable and Informative Layout


  • Use a friendly, visually appealing layout to improve user comfort during navigation

Takeaway: Comfortable and Informative Layout


  • Use a friendly, visually appealing layout to improve user comfort during navigation

“It definitely felt like those were more designed for people who already had a certain field in mind. I think a bit more focus on discoverability would entice at least me to spend more time looking through and perhaps finding an opportunity I hadn’t considered.” - Test User #2

“It definitely felt like those were more designed for people who already had a certain field in mind. I think a bit more focus on discoverability would entice at least me to spend more time looking through and perhaps finding an opportunity I hadn’t considered.” - Test User #2

Takeaway: Engagement and Socialization


  • Actively engage volunteers by fostering social connections to maintain their interest and commitment.

  • Introduce features like incentive-based systems, public leveling, group chats, and networking options to build a sense of community.

  • Encourage ongoing participation by facilitating meaningful connections among volunteers.

Takeaway: Engagement and Socialization


  • Actively engage volunteers by fostering social connections to maintain their interest and commitment.

  • Introduce features like incentive-based systems, public leveling, group chats, and networking options to build a sense of community.

  • Encourage ongoing participation by facilitating meaningful connections among volunteers.

“It's just hard to justify when you're younger I guess. It's the exact same amount of work to apply to a whole job! Like come on, let me help you" - Test User #1

“It's just hard to justify when you're younger I guess. It's the exact same amount of work to apply to a whole job! Like come on, let me help you" - Test User #1

Takeaway: Ease of Use


  • Create a streamlined and non-intrusive sign-up process to improve user onboarding.

  • Avoid requesting sensitive information to alleviate user concerns and enhance the experience.


Takeaway: Ease of Use


  • Create a streamlined and non-intrusive sign-up process to improve user onboarding.

  • Avoid requesting sensitive information to alleviate user concerns and enhance the experience.


“I think there's a lot of work to be done on making these platforms feel a lot friendlier. More images, more colors, alongside just showing more information that I want to see.” - Test User #2


“I think there's a lot of work to be done on making these platforms feel a lot friendlier. More images, more colors, alongside just showing more information that I want to see.” - Test User #2


Takeaway: Comfortable and Informative Layout


  • Use a friendly, visually appealing layout to improve user comfort during navigation

Takeaway: Comfortable and Informative Layout


  • Use a friendly, visually appealing layout to improve user comfort during navigation

Designing the Platform

Designing the Platform

After the test users reviewed competitor platforms, we discussed what the ideal solution for Voluntize! should look like. The competitors primarily focused on listing opportunities, but we discovered that simply listing opportunities was insufficient to encourage ongoing volunteer engagement and community connection. To effectively increase volunteer participation, a platform has to be created that provides something of value to the user, something worthy of giving up their time.


Quick & Convenient

Quick & Convenient

After conducting multiple interviews and usability studies on both competitors and Voluntize!, three key features emerged that would significantly encourage test users to volunteer more frequently.

Personalized Volunteering

Personalized Volunteering

Personalized Volunteering

Voluntize! is designed to showcase personalized opportunities, with an easy interface to branch out. Test users indicated that they are more likely to volunteer when the opportunity matches their interests, availability, and skills leading to an increased percentage of committing to an opportunity.

“Personalized opportunities in a friendly format would make me try to volunteer more. It’s just easier, I’m shown things I’m interested in and can quickly narrow down the list through my commitment time being set.” - Test User #1

Connect with Others

Connect with Others

Voluntize! is designed to help you connect with others. Test users indicated that they enjoy the social aspect as it makes them “feel like they are a part of something bigger.”

“I feel connected, I’m able to message others and form connections with them… The article feed especially keeps me in the loop about the space, making me feel like I am a part of something bigger, a whole group of people who are just trying to help when they can!” - Test User #2

Get Rewarded

Get Rewarded

Voluntize! is designed to reward your volunteering efforts, even if you can’t spare much time. Test users indicated that they would be heavily motivated to use the application and volunteer due to the rewards system
.

“The gamification of volunteering is very unique … I like it a lot. There’s something to show for your efforts. ” - Test User #2

“I love that even the rewards can give you the chance to do something good such as donate to a local organization.” - Test User #1

A Glance at Test User's Response to Using Voluntize!

A Glance at Test User's Response to Using Voluntize!

Task: You want to find a volunteer opportunity that fits into your busy schedule. You are available this Saturday from 10 AM to 2 PM and are particularly interested in environmental conservation activities. Your task is to use the Voluntize! app to find a suitable volunteer opportunity in your area, ensure that it is within your availability window, and sign up for it.

Task Completion Rate: 100%

Average Time to Complete Task: 1 minute and 56 seconds

Average User Rating on a Scale From 1 to 10: 9.4/10


How do you feel about using Voluntize! as your primary method of enrolling for volunteer opportunities?

“…be super content with it! It’s like Linkedin, but for volunteering… I think what stands out the most is the incentives to continue volunteering and the rewards you get. I like how the rewards range greatly and even the rewards can give back to the community.” - Test User #1

Task: You want to find a volunteer opportunity that fits into your busy schedule. You are available this Saturday from 10 AM to 2 PM and are particularly interested in environmental conservation activities. Your task is to use the Voluntize! app to find a suitable volunteer opportunity in your area, ensure that it is within your availability window, and sign up for it.

Task Completion Rate: 100%

Average Time to Complete Task: 1 minute and 56 seconds

Average User Rating on a Scale From 1 to 10: 9.4/10


How do you feel about using Voluntize! as your primary method of enrolling for volunteer opportunities?

“…be super content with it! It’s like Linkedin, but for volunteering… I think what stands out the most is the incentives to continue volunteering and the rewards you get. I like how the rewards range greatly and even the rewards can give back to the community.” - Test User #1

Task: You want to find a volunteer opportunity that fits into your busy schedule. You are available this Saturday from 10 AM to 2 PM and are particularly interested in environmental conservation activities. Your task is to use the Voluntize! app to find a suitable volunteer opportunity in your area, ensure that it is within your availability window, and sign up for it.

Task Completion Rate: 100%

Average Time to Complete Task: 1 minute and 56 seconds

Average User Rating on a Scale From 1 to 10: 9.4/10


How do you feel about using Voluntize! as your primary method of enrolling for volunteer opportunities?

“…be super content with it! It’s like Linkedin, but for volunteering… I think what stands out the most is the incentives to continue volunteering and the rewards you get. I like how the rewards range greatly and even the rewards can give back to the community.” - Test User #1

Thanks for reading! Looking for more?

IFYK Case Study

MovieMate Case Study

Takeaways

This was my first-ever solo UX project. I was able to walk through the general UX process to get a feel for how UX designers work. As a result, I compiled a couple of things I have learned:


  1. Focus on the user. In the beginning stages, I had an idea of what Voluntize! would look like. I found that a lot of the early concept I had revolved around what looked “cool” versus being functional. As a result, I had a clutter of visual elements that I did not need. Conducting interviews helped me reign in my focus on what the user cares about.

  2. Iterate!!! No design will be perfect from the get-go. I learned to put aside my biases and preferences and let peer feedback and suggestions take center stage. As a result, Voluntize! is not an app perfectly tailored to me, but an app that is well tailored to anyone!

  3. Gather information. You need information to guide your project. From justifying the existence of a project to highlighting key features, information that I can refer back to allows me to create with a focus. Also, it is important to keep your information organized. Many times I found myself stuck, and it was only when I returned to my information that I was able to overcome my block. Specifically, I returned to the affinity diagram countless times for inspiration.


Next Steps

  • Build in a map. While Voluntize! does focus mostly on volunteer opportunities nearby, test users indicated that it would still be nice for them to have a quick way to check the directions to the location. Not every user will be familiar with their neighborhood, i.e. people who just moved.

  • Work with big established organizations AND smaller organizations to ensure clean guidelines. Test users indicated that looking at the competitors, there was no format for volunteer postings. As a result, users would have a harder time finding information as there was no consistency across postings from different organizations. It is important to establish a relationship with both big and small organizations to create a consistent format that will help create a sense of credibility and eliminate frustrations.

This was my first-ever solo UX project. I was able to walk through the general UX process to get a feel for how UX designers work. As a result, I compiled a couple of things I have learned:


  1. Focus on the user. In the beginning stages, I had an idea of what Voluntize! would look like. I found that a lot of the early concept I had revolved around what looked “cool” versus being functional. As a result, I had a clutter of visual elements that I did not need. Conducting interviews helped me reign in my focus on what the user cares about.

  2. Iterate!!! No design will be perfect from the get-go. I learned to put aside my biases and preferences and let peer feedback and suggestions take center stage. As a result, Voluntize! is not an app perfectly tailored to me, but an app that is well tailored to anyone!

  3. Gather information. You need information to guide your project. From justifying the existence of a project to highlighting key features, information that I can refer back to allows me to create with a focus. Also, it is important to keep your information organized. Many times I found myself stuck, and it was only when I returned to my information that I was able to overcome my block. Specifically, I returned to the affinity diagram countless times for inspiration.


Next Steps

  • Build in a map. While Voluntize! does focus mostly on volunteer opportunities nearby, test users indicated that it would still be nice for them to have a quick way to check the directions to the location. Not every user will be familiar with their neighborhood, i.e. people who just moved.

  • Work with big established organizations AND smaller organizations to ensure clean guidelines. Test users indicated that looking at the competitors, there was no format for volunteer postings. As a result, users would have a harder time finding information as there was no consistency across postings from different organizations. It is important to establish a relationship with both big and small organizations to create a consistent format that will help create a sense of credibility and eliminate frustrations.

Thanks for reading! Looking for more?

IFYK Case Study

MovieMate Case Study