CURE is a non-profit that focuses on inspiring environmental advocacy throughout Greater Minnesota. They encourage people to take political action to protect the land and communities they care about.
CURE is looking to expand their member base by connecting with younger people across Minnesota. They want to create a communication strategy that effectively communicates complex climate issues to engage new members and call them to action.
Problem
CURE was founded in 1992 in order to support environmental climate justice throughout rural Minnesota. As a grassroots organization, they engaged local communities members for support. A lot of the early members are who remain actively engaged today. CURE wants to grow their member base and learn the ways they can draw new members in utilizing their social media, Youtube, newsletters and their website.
Goals
The project goals were to create a multi-touchpoint design strategy that would attract, educate and sustain the involvement of Millennials and Gen-Z’ers across Greater Minnesota with CURE.
Outcome
A multi-touchpoint design strategy that increases visibility & awareness, increases ease-of-use, and educates & empowers Millennials and Gen-Z’ers across Greater Minnesota to take environmental activism into their own hands.
Touchpoint Map
To gain an understanding of where Millenials and Gen-Zers may interact with CURE, a Touchpoint Map was created. This visualized the ideal path that users would take while interacting with CURE across social media, CURE’s website, communications, events or in their communities.
Deep Dive Research
This process provided insights around pain points and opportunity areas for CURE. It allowed for a broader understanding and picture of potential solutions to CURE’s problem space.
Findings
Through understanding target users journey, as well as research and analysis of secondary data, an opportunity for a shift in focus to targeting Millennials and Gen Zer’s in greater Minnesota through social media, email and youtube was identified.
The strategy includes increasing:
Visibility & Awareness
Ease-of-Use
Education & Empowerment
Strategy Implementation Map
CURE will be able to address their problem of getting young people in Greater Minnesota involved with their organization by utilizing a handful of techniques already at their disposal. The steps outlined in the strategy implementation map were weighed on ease of implementation and the impact they would have to meet business goals.
Multi-Touchpoint Strategy Walkthrough Video for CURE by Hayden Brandt, Meriel McCall, Maggie Langford and Tristan Deniet
Reflections
I get excited about trying out new UX methods. This week my role centered on research and also creating the the Strategy Implementation Map, which I had never done before. My key take-away from the process is that any implementation map needs to answer the how to make it impactful and actionable by the stakeholder or client. I would also want to gain a deeper understanding of the client or stakeholders capacity, skill and time to take action on any proposals for implementation to tailor the implementation map to their specific work style. Ultimately, I think this is an essential piece of any UX project and I plan to deepen my skills in this area for future work.